Benefits of a Black Friday Sale

Here at Zelst, we worked with our B2C e-commerce client, a leading retailer in the wig industry, to run a one-day exclusive Black Friday Flash Sale.

The graph below displays the volume of impressions this client reached on their one-day Black Friday Flash Sale - they achieved over 96,000 impressions across Google Ads alone.

So, should you advertise through paid media next year? Explore our top five benefits of a Black Friday Flash Sale below to achieve your best results yet.

Black Friday is the largest sale event of the year, timed perfectly for consumers to purchase discounted gifts in the run-up to Christmas. As we know, this is a popular time for people to shop for deals, with a huge spike in search engine traffic around the time of Black Friday.

This graph demonstrates the volume of search around Black Friday. As we can see, there is a gradual increase from the start of November all the way up until Black Friday itself. By creating a paid media campaign for this period, your ads will be active when there are a large number of searches for Black Friday deals, increasing your chances of customers coming across your ads and landing on your site.

Whilst running your PPC campaigns during Black Friday, you are able to show off your attractive discounts through ad copy by mentioning the percentage of discount etc. By advertising your sale, new customers may discover your business and be attracted by the Black Friday discount.

If a customer purchases from you for the first time through your Black Friday Sale, this creates an opportunity for your business as they could be converted into a returning customer if they are happy with their purchase. Building brand loyalty in this way makes the initial discount from your products worthwhile, as you will be able to see your return on investment by gaining new customers from this sale.

As mentioned earlier, Black Friday is the biggest sale of the year for both shoppers and brands who often use this day to offer their biggest price reductions of the year. As many consumers are familiar with this, they tend to have the ‘fear of missing out’ (aka. FOMO!) on these sales. Shoppers looking for discounted products are more likely to purchase around this period as they don’t want to miss out on the deal.

Increasing the urgency of Black Friday deals can be done within your PPC ads. When uploading your ad copy on Google Ads or Microsoft Ads, you can create a countdown until the end of your sale. Start by typing a brace ( { ), then select ‘countdown’ from the dropdown menu and input the ending time of your sale. Double-check that you have inputted the date and time accurately!

Customers shopping during this period have a greater transactional intent with their searches for Black Friday deals. With a greater intent to purchase, consumers may take this opportunity to buy more than one of your products, which will increase your conversion rate.

Advertising deals such as “Multibuy” or “Buy One, Get One Free” can also increase your chances of a higher conversion rate by offering an attractive deal to customers who already have a desire to purchase.

It may sound obvious, but including your discount percentages and using the keyword ‘Black Friday’ in your ads will not only demonstrate that you are participating in the huge annual sale, but it will also advertise to customers who abandoned their cart/did not complete their transaction that the product they once had interest in is now at a reduced price.

With PPC campaigns, you can target specific audiences, such as those who have visited your site previously. You can also target this audience based on when they visited your site, such as those who visited 60 or 90 days ago. Retargeting with Black Friday can showcase to those customers who have previously engaged but not converted to help maximise your Black Friday Sales.

To summarise, participating in a one-day Black Friday Flash Sale is a great strategy when executed effectively. You could also consider a Pre-Black Friday Sale if you want to use a more gradual approach, with more time for learning and automation. 

Not sure what strategy is best for your PPC campaign? Or disappointed by your own Black Friday campaign this year? Talk to our friendly team today about improving your performance.