Black Friday pandemonium is here. From gun slinging fights outside of Curry’s, to furious add to basket wars online, retailers and members of the public are jostling to outdo each other with outrageous marketing campaigns and subsequent bargains.
Like many, I personally dislike the concept of Black Friday. However when I put my professional marketing hat on, it has to viewed as a day with endless opportunities.
(An extremely professional hat)
As a specialist Pay Per Click (PPC) agency we are always on the lookout for ways to make the most of Black Friday, trying to identify which PPC techniques maximise engagement and generate the most conversions. Below we have compiled some of our top tips for getting the most from your PPC campaign over the Black Friday period.
1) Utilise The Promotion Extension
The first PPC technique to make use of is the promotion extension. It is the perfect advert extension to make customers aware of your Black Friday offer and is easy to set up. The promotion extension is a great way to make customers aware of your seasonal offer and stands out nicely against competitors’ adverts.
2) Change Advert Copy For The Big Day
For a really dedicated campaign it is worth considering tweaking your advert copy for the big day! For keywords of importance we recommend using compelling and engaging advert copy related to the big day to draw in users and stand out from the competition.
Our three step process when choosing Black Friday advert copy:
- Mention the product you are trying to sell
- Show the discount or special offer
- Provide a call to action
We also recommend using unusual advert copy that will make an impact and help you stand out from your competitors. Compelling advert copy will also improve campaign click through rates, helping you outperform your competitors for key events. In the examples shown below we have outlined an advert with ‘exciting’ copy and an advert with ‘run of the mill ‘ copy.
Exciting Black Friday Advert Copy
Run Of The Mill Advert Copy
3) Using Fear Of Loss
‘Fear of loss’ is a marketing technique that has really gained prominence in the last decade. As stated by Robert Cialdini, author of ‘Influence: The Psychology of Persuasion’, “By showing a sale is going to end soon, you create a sense of scarcity which compels a user to take action.”
Common PPC techniques to initiate ‘fear of loss’ include advert copy such as “Sale Ends Soon”, or better still, “Sale Ends In 48 hours”. A particularly effective technique is using the Google Ads countdown timer . This strikes fear into your customers as it includes highly specific details about when an offer ends.
If you’re running a Black Friday PPC campaign with a particular special offer, treat it like its the best special offer out there on the internet. Be confident in your advert copy and really make people realise why they would be missing out by not engaging with your special offer.
PPC Copy Ideas:
“Basically Stealing From Us”
“Limited Time Only”
“Prices You Won’t Believe”
“Crazy Prices Inside”
“Just Hours Left To Go”
“Don’t Miss Out”
With just two weeks to go until Black Friday we wish you all the best with your marketing campaigns! Be creative, make an impact and if you need any additional tips or advice don’t hesitate to contact us to learn more. You can call us on 0207 288 6204 or email us at connect@signifydigital.com
