What will holiday shopping look like this year? That’s the big question.
The day after Thanksgiving was once the embodiment of shopping chaos and huge deals. But department store giants like Walmart are already breaking out plans for something a bit different. Then, of course, there’s Cyber Monday, which may potentially see an incredible increase in online spending.
So to prep, Impact is shedding some light on 3 costly Google Ads mistakes brands make with Black Friday and Cyber Monday campaigns.
- You have a siloed strategy. Google Ads can be a crucial part of your strategy, but don’t let it be the only part. We’re talking about omni-channel strategies here. Cast a wider net with various channels rather than putting all your eggs in one basket. Set S.M.A.R.T. goals for each channel and allocate budget as well.
- You start too late and don’t spend enough leading up to Black Friday and Cyber Monday. Start training Google’s algorithm and make it work the way you want. If you just dump in a bunch of money for the large shopping events, you’re leaving a whole lot up to chance. Instead, run giveaways and promos in September and October and build up your funnel. These funnel filling tactics will then be amplified when you start increasing your spend for Q4’s big events.
- Testing ideas during the most expensive time of the year. Black Friday and Cyber Monday are like the Super Bowl of shopping. This means throughout the year, you can test copy, imagery, design, and audiences to find out what works best. Once you know what’s performing, use it as your strategy in the big game. Don’t practice during the game – prepare beforehand.
Read on for more questions you can use for informing your strategy.
