17 October 2022 by Web Bureau
Black Friday is still the key time of year for ecommerce - the US import is a crucial period for UK & Ireland ecommerce stores. UK consumers spent £9.42 billion over the course of the Black Friday weekend in 2021, over 61% of that spend was online purchases.
Smash your Black Friday sales targets with our 5 top tips.
With so many of the big brands spending huge amounts on digital ads across the Black Friday weekend, cost per click (CPC) is driven up during the bidding war. We have our guide to the best Black Friday Google ads campaigns but there is one easy win to avoid the sky-high CPCs.
Ecommerce stores need to make the most of the month by running flash sales during November on high-margin items and offering an early discount to existing customers (more on that later). Spreading your budget across multiple campaigns and channels earlier in the month will drive low-cost, high-intent traffic which you can remarket to later.
Customers are flooded with ads and messaging letting them about the best offers and discounts available, similar to Christmas, it's a saturated time of year for advertising so your advertising must have a hook which draws a click.
There is the tried and tested high street sales tactic where your shop window says that the sale is 50% off, but the slightly smaller print says "up to", this can be leveraged by Google Display ads and Facebook ads in the same way by driving traffic to your online store but only discount a set amount of high margin items by 50%.
We also recommend repurposing your best-performing creative throughout the year, for example, if a specific Facebook ad creative and visual has performed well in the summer repurpose it with a Black Friday offer.
Although CPCs are higher than average at this time of year. There are still cost-effective channels, Google Display is still incredibly cheap for impressions as are Meta ads (Facebook and Instagram) if your targeting is accurate. We recommend running a full funnel strategy which starts with top of the funnel (TOF) brand awareness campaigns to get as many eyeballs as possible on your campaign.
And it's not just about digital ads, ecommerce stores should grow their email subscribers list all year round, so now is the time to make use of this channel to communicate to a warm audience. Creating a Black Friday email campaign - especially via platforms such as Klaviyo - will generate additional sales at a very low-cost point. Don't forget about your landing pages, create specific pages optimised for Black Friday, then reuse these pages year after year. Learn more in our blog 6 Powerful Black Friday SEO Tips.
We can't emphasise this enough - as an ecommerce marketer - all year round you've worked hard on your content, built warm audiences with paid-for traffic and created a loyal customer base, so make sure that you remarket all these opportunities. The big three channels we achieve the most success for our clients are:
Read our Black Friday series to learn channel-specific tactics.
If you need some help in the lead-up to Black Friday, get in touch with our expert digital marketing team by calling 028 9073 1190 or email us firstname.lastname@example.org