The Business Exchange Bath & Somerset Issue 5: Autumn 2017 | Page 17

TECHNOLOGY
ARE YOU AND YOUR PAID
SEARCH CAMPAIGNS READY
FOR BLACK FRIDAY?
No? Don’t despair!
Al Keck, founder of Infinity Nation
With £7bn predicted to be spent in online
retail during the week of Black Friday 2017,
we’re going to be the ones to ask the
question…
We’ve put together our top tips to help eCommerce businesses prepare their accounts
for the Black Friday period.
Like it or not, Black Friday is now firmly established as part of the British retail calendar, having found
its way across the Atlantic over recent years. It has merged with Cyber Monday, which also began in
the US, to form a long weekend of discounts that see shoppers go crazy for the latest deals.
However, concerns over mediocre high street sales and poor fulfilment of online orders show that
there are some lessons to be learned for this year. While high streets were quiet in the early hours
of last year’s Black Friday, websites were overloaded as people ordered from big brands, favourite
brands and new brands. Shoppers spent £1.1bn online on Black Friday, 36% more than 2015
according to Experian-IMRG.
So, what can you do to ensure your PPC campaigns are ready? Here is our advice:
Remarketing
Remarketing is about targeting previous visitors to your website. You can create audience types (a
way of grouping visitors based on how they behaved on your website on previous visits.) Example
audiences may be Converters, Basket Abandoners, Non-purchasers etc. Now is the time to utilise
this technique and build your audiences in preparation for Black Friday.
Make sure your remarketing banners reflect the Black Friday messaging and include count downs
for the last few hours of the discount to really push a sense of urgency.
Display (GDN) remarketing for your best selling lines can also messaging and include count downs
for the last few hoursof the discount to really push a sense of urgency
Consider dynamic remarketing to capture those people that abandoned basket but are more likely
to convert with a Black Friday discount
If you’d like a copy of our full guide to preparing for Black Friday, please get in touch.
Getting inside your
digital landscape
@Infin_Nation
www.infinitynation.com
01793 238 697
THE
THE BUSINESS
BUSINESS EXCHANGE
EXCHANGE 2017
2017
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