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In the weeks leading up to the big day, adopt an omnichannel approach to capture potential buyers when they’re looking for Black Friday inspiration. Activate every channel that makes sense for your brand or product.<\/p>\n
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- Increase your spend on sponsored\/promoted ads on retailers\u2019 website to start grabbing the attention of shoppers who use web retailers to conduct research.<\/li>\n
- At the same time, increase your spend on paid search and display campaigns<\/a> to capture the searches inspired by your promoted ads.<\/li>\n
- Allocate media budget to dynamic social ads to start gathering an idea of your customers’ preferences; tailor your ads accordingly.<\/li>\n
- In terms of creative, make sure your ads call out Black Friday by name and emphasise product benefits<\/em> rather than product features.<\/li>\n
- This is the best time to build audience lists based on website actions, which is key for remarketing in a later stage of the battle. Make sure you segment potential buyers who:\n
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- added a product to the basket but abandoned it;<\/li>\n
- visited a product page but did not add it to the basket;<\/li>\n
- looked at the catalogue page for more than 30 seconds and scrolled at least halfway down the page but did not take any further action.<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n
During the big week<\/h2>\n
It’s game time, so limber up: you’re going to have to adjust your media spend in the most agile way imaginable. But this is also when your preparation really starts to pay off, allowing you to customise your messaging for customers depending on where they are within the sales funnel.<\/p>\n
Bear in mind that shoppers will begin to narrow down their options. As Black Friday approaches, customers start laser-focusing their research on specific brands<\/a> and items they want to buy (e.g. “Debenhams Furniture Black Friday”) compared to the broader, non-branded searches they were conducting earlier in November (e.g. “Black Friday furniture sale”).<\/p>\n
![\"Man](\"https:\/\/dev-dac-website-build.pantheonsite.io\/wpe-content\/uploads\/2024\/11\/black-friday-online-shopping.jpg\")
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Heavy up the spend on retailers’ sponsored ads<\/h3>\n
By this point, most online shoppers will be spending most of their time on retail websites. Avoid waste by increasing your budgets specifically for products that are on sale this week.<\/li>\n
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Invest more in dynamic social media ads<\/h3>\n
Use dynamic product ads to display single or multi-product ads to customers who have visited your site based on products they viewed, added to the basket, or even purchased previously.<\/li>\n
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Allocate dollars to Shopping Ads campaigns<\/h3>\n
Shopping Ads campaigns are a big deal at this time of year because they drive the potential buyers to the product directly. If your offer is good enough, and your website offers a smooth user experience, you should be in a good spot.<\/li>\n
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Roll out sequential messaging<\/h3>\n
At this point, you\u2019ve built your audience list and gathered valuable customer data<\/a> on each channel. Now it’s time to follow your potential buyers across the funnel with highly targeted messaging. Because potential buyers almost always have to be reached on more than one touch point before they will buy (yes, even during Black Friday!), your messaging should progress logically from Thinking to Planning to Doing. This will help you move potential buyers to the lower level of the funnel.<\/li>\n
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