Black Friday Strategies for Google Search & Shopping (Episode 535)
The Paid Search Podcast | A Weekly Podcast About Google Ads and Online MarketingSummary
As the holiday shopping season approaches, businesses are advised to rethink their sales strategies to maximize customer acquisition. Joey Bidner emphasizes the importance of preparing for sales events like Black Friday and Cyber Monday by allocating advertising budgets in advance. He argues that businesses should focus on warming up potential customers before the sales begin, rather than solely ramping up spending during the sale period. This approach aims to convert undecided visitors into buyers, leveraging discounts as a tool to close sales.
Bidner also discusses effective methods for displaying sales, advocating for the "compare at price" strategy over traditional discount codes. This method allows customers to see the original price alongside the sale price, enhancing perceived value. He highlights the significance of remarketing campaigns, particularly using demand generation strategies to target previous site visitors with tailored ads. Additionally, he warns against overly complicated sales structures, recommending straightforward promotions to avoid confusing potential buyers.
In response to a listener's question about tracking conversions for service-based businesses using third-party booking software, Bidner suggests treating click conversions with caution. He recommends making such conversions secondary or using value-based bidding to account for the quality of leads generated. This nuanced approach aims to improve the effectiveness of advertising campaigns while ensuring businesses maintain a focus on acquiring high-quality customers.
Show Notes
Joey Bidner discusses the upcoming sales season in this week's episode. Learn about the best way to pace your spending not just during the Black Friday season but also the weeks leading up to the big sales event. You will hear about unique methods of tracking and measuring the sales and conversions themselves. Plus a bonus section answering a question from a listener on how to track a complex situation using the best conversion method. Try Opteo for free for 28 days - https://opteo.com/psp J...
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