Infamous for scenes of people racing into shops and scrabbling over the last flat screen television, the Black Friday weekend is now the biggest online shopping period of the year, with sales growing from £810 million in 2014 to £1.49 billion last year on Black Friday alone.
This year, Black Friday and Cyber Monday fall on November 29th and December 2nd retrospectively (it was the 23rd and 26th last year). This shift not only shortens the Christmas shopping period but also coincides with the majority of people’s pay-day before Christmas. With gift shopping is the number one reason why people participate in Black Friday, this signals to us that it is gearing up to be one of the biggest yet.
The cost of not getting involved with Black Friday can leave you feeling left out in the cold, and so, here’s 5 e-commerce tips to get you started for this holiday season.
1. Ensure you have an Amazon Ads campaign
Last year, Amazon dominated in terms of the top shopping sites by traffic and revenue, with it taking 26% of all traffic (an increase of 3% from the previous year) and the site accounting for 37% of online sales over the Black Weekend.
If you don’t already have a plan for Amazon Ads for November, make this your number one priority. You’ll need to firstly decide on what type of keyword you want to bid on. We suggest avoiding expensive and competitive words as on Black Friday people are more likely to be searching specifically for what they want, rather than ideas.
For more advice on Amazon Ads, click here to read our handy guide so you can get started on your digital advertising journey straight away.
2. Maximise returns from Google Shopping
Google Shopping allows people to compare products from different retailers who have paid to advertise their products. Not only is it an ever-increasingly important channel for retailers to show up in, but it’s also has a higher conversion rate than other forms of PPC and tends to have a lower cost-per-click.
With 75% of consumers shopping around during Black Friday to find the best deals, if you’re not using Google Shopping over the Black Friday Weekend, you may be missing a trick. Make sure you optimise your titles, descriptions, images and bids before the Black Friday rush!
3. Build hype on social media
Over 26% of users who click on an advert on Facebook go on to make a purchase and with Instagram generating 130 million user clicks on a shopping story every month, these social media channels are excellent for helping to create a sense of anticipation around your Black Friday sales.
Whilst we recommend having a Facebook and Instagram campaign in place, ensure that your biggest efforts are on sites which your target audience are most likely to use.
4. Optimise your landing pages
If shoppers are unable to easily find your Black Friday sale, they’ll leave, so make sure your landing pages grab their attention.
Your landing pages will need to be fully optimised before Black Friday, the quicker you do this, the faster both your customers and search engines know about it. We suggest reusing Black Friday URLs from previous years as a way to compete with large retailers. If you haven’t got a Black Friday page which was created months in advance, optimise an existing page for Black Friday keywords.
5. Mobile-friendly sites are key
Last year, 52% of traffic was generated from mobile devices on Black Friday. Your website should already be optimised for mobile, but for events such as Black Friday look at ways to make payment easier for mobile users. Nothing will affect your sales more than an unresponsive site on the most competitive shopping day of the year.
At Sellar Search, we have experience combining all these elements to create highly successful campaigns for our clients. If you need help with your Black Friday Digital Marketing, get in touch with us at firstname.lastname@example.org