Holiday Advertising for Black Friday and Cyber Monday

holiday advertising

Historically Black Friday has been the ringleader of the holiday shopping season (November 1 through December 31), enticing 74.2 million people to shop in 2015. Holiday advertising has dramatically influenced how consumers are spending money in the 4th quarter, and this shift has welcomed the biggest day in US online shopping history: Cyber Monday.

Online Black Friday sales aggregated $1.6 billion last year, and online sales are projected to be well into the billions this year. The 2015 holiday shopping season revealed that e-commerce has enjoyed a sharp ascension in popularity, mobile should be a priority for all executions, and email marketing is still the most effective communication channel. While email marketing reigns king, the efficacy of organic and paid media should be considered, generating 21.1% and 13.3% of Black Friday 2015’s online orders, respectively.

Higher revenues are accompanied by more deals and promotions – 52,000 deals to be exact. Evaluate your holiday advertising for Black Friday and Cyber Monday with our expert tips:

Organic Search

Contingent upon the month or season, certain keywords amass higher search volumes than others. In February, the keyword “Super Bowl” accrues around 3 million searches but plummets to a modest nine thousand searches come June. Similarly, “NBA Finals” attracts 2.7 million searches during June, but diminishes to only seven thousand searches in February.

While “Black Friday” should be a chief keyword in your search engine marketing strategy (it peaks to about five million searches in November), consider adding supplemental words like “sales,” “deals,” or “ads” to your menu of seasonal keywords. Adding a word such as “online” to your keyword list might not be impactful; Black Friday shoppers don’t necessarily distinguish the difference between online and offline deals since they automatically anticipate a great holiday promotion.

Analyzing keyword trends illuminates the importance of conducting keyword research in order to understand consumer behavior. Ranking for “Black Friday” will drive a significant amount of traffic, but there are thousands of long-tail search queries that could invite new visitors who are looking for more defined, specific items. Upon completing your keyword research, create new opportunities for your brand by publishing highly shareable, curated content that highlights the value of your deal and communicates how a consumer can get it.

Paid Media

“Black Friday 2016” will garner the most impressions, highest click-through rates, and aggregate the most spend out of any other Black Friday keywords. Wording is everything, and there is valuable data to be gleaned from analyzing 2015’s Black Friday paid search efforts.

There was a 47.2 million difference in impressions between “Black Friday deals” and “Black Friday sales” in Q4 2015. Advertisers who sponsored “Black Friday sales” lost serious opportunities to convert consumers or drive traffic online or in-store, with “Black Friday deals” driving 56 million impressions while “Black Friday sales” only accounted for 8.8 million impressions.

Further, you should consider how budget and resources are being allocated over the campaign’s duration since the weeks prior to Black Friday and even the days following are the most impressionable touchpoints for reaching consumers (the majority of Black Friday keyword spending occurred between September 27, 2015 to November 21, 2015).  

Marketers of all size can leverage local-based, long-tail, and product-discount keywords to avoid spending a considerable amount on clicks. For example, a local-based keyword could be “San Diego Black Friday deals,” and a product-discount keyword could be “computer Black Friday deals in San Diego.”

Dynamic remarketing (a tool to keep your product top-of-mind) presents previous visitors with ads based on the products or merchandise they previously viewed on your website. If a visitor engages in comparison shopping, they will be retargeted with display ads customized to the specific products they had viewed or considered purchasing on your website.

Working with an audience media solutions provider, such as Katana, can help you strategize the most impactful paid media campaign to maximize budget and opportunities.  

Other Great Black Friday Strategies:

  • Include the percentage off instead of the dollar amount. Which sounds better – 30% off or $30 off?
  • Initiate your Black Friday ads throughout the month of November and through Cyber Monday.
  • If you’re implementing social media marketing, timing is everything! The morning of Black Friday, the social sphere will be saturated with Black Friday-related posts between 6am and 8am.