Black Friday, the shopping extravaganza that marks the unofficial start of the holiday season, is a critical time for businesses looking to boost their sales and visibility. To make the most of this opportunity, choosing the right advertising platforms is crucial. In fact, Brits planned to spend an estimated £3.95 billion on Black Friday and Cyber Monday purchases in 2022.
We know hitting Q4 targets is essential for the last stretch of the year and choosing the best platforms to help you do this is at the top of the list. But if you’re stuck in a rut of where to advertise your offering, we’ve got you covered.
Here are the ultimate platforms you should be on to advertise for Black Friday right now.
Getting the Best Out of Google Ads
Google Ads, including Search and Demand Gen ads, remain an effective way to reach potential customers actively searching for Black Friday deals. We’ve already learned that the newly established Google Demand Generation ads are an upcoming gamechanger in the advertising space.
With 63% of people having clicked on a Google Ad, we recommend utilising Google Shopping ads to showcase your products with images and prices, making it easier for shoppers to compare and make a purchase decision. Now, with Demand Gen, you can push these capabilities even further reaching users on other extensions like Youtube shorts. Leveraging Google’s massive user base and powerful ad-targeting options can drive valuable traffic to your website.
Last year, online sessions surged from 6:00 a.m. to 11:00 a.m, but tapered off in the afternoon. Top searches included ‘Dyson Hair Dryer Black Friday’ and ‘John Lewis Black Friday’ as more users took advantage of mobile shopping in their commutes and breaks.
When in pursuit of a specific product, utilising Google ads can significantly enhance your chances of outperforming your rivals. This is attributed to the fact that 65% of individuals opt for these advertisements when actively seeking to make a purchase. If your ad effectively aligns with their search intent, you stand a strong chance of attracting their click and ultimately securing the sale.
Amplifying Your Advertising with Amazon
Taking a close look at Amazon data from 2020, clicks and conversions started to increase two weeks before Black Friday. If you’re selling products on Amazon, leveraging Amazon Advertising is a must. In 2022, 81% of UK consumers voted Amazon the most popular online channel for their shopping needs.
Amazon offers various advertising options such as Sponsored Products, Sponsored Brands, and Sponsored Display ads that can help boost your visibility within the marketplace. Moreover, Amazon DSP, Amazon’s demand-side platform allows you to programmatically buy ads to reach new and existing audiences on and off Amazon. With millions of shoppers searching for Black Friday deals on Amazon, advertising here can lead to a significant sales boost.
47% of consumers check Amazon if the brand they’re shopping with doesn’t provide product suggestions that are relevant with Amazon seeing 7x more conversions than non-Amazon sites. You can learn more about the benefits of Amazon advertising here.
According to recent audience surveys, Amazon outperformed search engines and direct retailer sites when inspiring online shopping by UK customers in 2022, with almost half of respondents saying they used Amazon to search for product and brand inspiration.
Last year, Amazon’s Black Friday remained a powerhouse, boasting “record-breaking revenue” and maintaining its position as the most budget-friendly U.S. online retailer for the 6th year. The top-selling categories were home goods, toys, and apparel.. Amazon’s reputation as the most trusted retailer remained intact, offering average prices 14% lower than major competitors.
The Power of Video with Youtube
Video content continues to dominate online spaces. Running YouTube ads, either as skippable, non-skippable video ads or Youtube Shorts, can be a great way to showcase your products. Create engaging video content that highlights your Black Friday deals and encourages viewers to click through to your website. YouTube’s extensive targeting options help you reach the right audience.
With 90.5k searches for ‘Black Friday Deals’ in only one hour during Black Friday in 2022, its clear consumers are on the hunt for the best deal they can find. Making promotions and offers a key part of your ad can aid in grabbing cost conscious consumer attention. Not only that, but you can leverage this element even further with search and target those searching for black friday deals in your industry.
The flexibility of YouTube advertising, thanks to Google’s ownership, offers exposure to a vast audience, including targeting those searching for your brand and website visitors tracked by Google Analytics.
Utilise YouTube In-feed video ads to strategically place your brand in front of your target audience through related content, search results, and the YouTube home feed, increasing your ad visibility. Consider retargeting your ad viewers to maintain brand presence and ultimately drive conversions during Black Friday. Launching a Dynamic Search Ad campaign for your ad viewer audience can keep your brand top-of-mind and lead them towards visiting your website and completing the purchase journey.
Social for Success with Snapchat and TikTok
It’s worth noting that Snapchatters have a 34% higher likelihood of patronising brands that actively support their local community compared to those who don’t use Snapchat. On average, Snapchatters spend 20% more online than others, and each year, increasing their spending on Black Friday weekend through Cyber Monday by 2.1 times. This underscores the importance of targeting Snapchat users for holiday sales success.
As well as this, a recent study revealed that 54% more TikTok users intend to shop for Black Friday deals through sponsored social media posts, surpassing other platforms. With the presence of TikTok shop, it’s also a great platform to sell your products directly though the platform, using the potential of collaborating with creators for TikTok shop lives to sell your stock. With such high engagement, it’s evident that brands should prioritise TikTok for this year’s Black Friday and Cyber Monday promotions.
The success of your Black Friday campaign relies heavily on choosing the right advertising platforms. A combination of platforms tailored to your target audience and products will yield the best results. Remember to start planning and executing your Black Friday advertising well in advance to maximise your reach and sales during this high-stakes shopping event. Be creative, stay on top of current trends, and continually analyse and adjust your campaigns to ensure your brand shines bright on Black Friday.
At Arke, we can help. Get in touch now and we can help leverage your Black Friday advertising more than ever before.
