Your Guide to Black Friday / Cyber Monday (BFCM) Advertising in 2021
With Black Friday and Cyber Monday quickly approaching, now is the best time to start working on your advertising strategies for the upcoming holiday season.
Black Friday and Cyber Monday are some of the biggest days of the year when it comes to retail and consumer spending, and customers are willing to spend a considerably larger amount as many of them save their shopping for this time.
How much? Well, it is reported that customers spend around $9 billion on Black Friday, and more than $7.9 billion on Cyber Monday alone.
If you still haven’t thought about your holiday advertisement plans, don’t panic. This article is going to be your guide to BFCM Advertising this year:
Tip #1: Increase your traffic before the holiday
It is important to build up your websites and social media traffic BEFORE Black Friday and Cyber Monday arrive, as these won’t magically increase overnight.
It is important to increase your targeting to get new users into your funnel, but don’t forgrt to re-engaging your customers, and also re-target users who have landed on your site and not made a purchase. The goal here is to warm up your audience and make sure you are top of mind for them in order to stand out in the forthcoming sea of holiday sales and promotions.
Now, you’re probably wondering about the differences between re-engagement and re-targeting.
Re-engagement means targeting those who have not visited your business’s website but have interacted through ads, be it on Facebook, Google, or another social media platforms.
Re-targeting, on the other hand, means targeting those who have already visited your website, after coming across ads or social media posts.
What we recommend you do is to work on a targeted holiday email campaign. In this campaign, you can offer your audience discounts, promotions, or even newsletters by making use of lead generation campaigns on Facebook or Google.
This way, your audience will be getting such ads during the November BFCM days.
Tip #2: Know your target audience
Knowing who your target audience for BFCM advertisements is crucial. You must determine who you are willing to attract towards your Black Friday and Cyber Monday advertisements.
You must not be lenient when it comes to targeting the audience towards your advertisement. This is because the competition in this holiday weekend is tough, and you should be relieved you warmed up by increasing traffic on your business’s website already.
This way, you will already have a sizeable pool of customers browsing your website and learning about your upcoming sales and promotions for the Black Friday and Cyber Monday.
Here’s what we advise you to do- keep an eye on your Email list, Ad engagers, video advertisement viewers, and also your social media handles, such as Facebook and Instagram.
Moreover, you should also keep an eye on those audiences who have added items to their carts. This way, you will have a good idea about the possible target audience for your business.
It is important not to limit your targeting strategy exclusively to new prospects. You can take a look at your previous purchasers from past Black Friday and Cyber Monday, as well as those customers who have purchased from your business in the past several months as they are more likely to revisit your social media handles and website to know about your holiday deals. These audiences can also be used to model new prospecting or lead gen audiences as you move into the holiday season.
Tip #3: Take advantage of Facebook and Google together
There are great advantages of leveraging Facebook and Google together in your holiday strategy, as both work really well together in achieving high paid growth.
This is why we recommend you make use of Google Search ads in order to determine the level of demand for your products and services when the audience types specific keywords in Google search.
Beyond keyword research, it is important to make sure your ads on both Facebook and Google highlight holiday-specific offers you have in store for your customers in both the copy and the creative.
What you can do is increase demand through Facebook, and leverage the targeted Google Search Campaigns from those same individuals who searched up your brand on Google.
Tip #4: Identify BFCM keywords
Keywords research, especially during the holidays, is imperative for your Google and Facebook marketing strategies. Look for keywords that are widely used and are competitive.
Where do you find these holiday keywords? You can take a look at your business’s data from the past year or previous BFCM, by taking a look at the lists provided on Google Search Console. Here, you will come across some interesting and effective keywords that audiences and past customers used, which will help you plan and prepare this year’s BFCM holiday strategy.
What you need to do after researching these keywords is to load them into the Google Keyword Planner, and then generate identical search queries in order to widen your business’s optimization.
You can then choose those search keywords that can help your business become more competitive. Here we advise you to go for those keywords that have a comparatively higher search volume, lower competition and are more relevant and appropriate for your business.
Tip #5: Build BFCM landing pages
Focusing on building landing pages for BFCM search queries will greatly help increase your website’s rank for such searches.
By making use of well-researched keywords, just like in the previous step, you can easily create effective landing pages for your business. In the majority of the cases, audiences type in the brand name first, and then the product and deal they wish to purchase.
Therefore, by keeping in mind these Google Trends, you can easily determine what your potential customers are looking for during the holiday season, and will also help you to build a unique and attractive landing page for your ecommerce website.
Tip #6: Deal with your delivery issues
When you’re running your BFCM holiday advertisement campaign, especially through Facebook ads, you are definitely going to face issues related to deliveries. These issues are usually a result of limited delivery and increased advertising costs.
How do you avoid these issues? Use the accelerated delivery setting on your BFCM ads on Facebook. With this accelerated delivery, Facebook will prioritize showcasing your advertisements, as it will be using the full budget as fast as possible.
Start Preparing for BFCM Now!
That's it! Once you're done with all the steps we discussed so far, don't forget to track, analyze, and adjust your holiday marketing strategy 2021.
