Get ready for Black Friday: Tips to optimise paid media campaigns

As Black Friday approaches, we know things can get a bit hectic. Shrinking budgets and pressure to deliver results mean you’ll need to make your paid media campaigns stand out this season. The good news is, you're in luck because we’ve got a ton of tips that’ll help you optimise paid media campaigns this Black Friday!

Tune into the podcast to hear all the intel from Matt, our Head of Growth Marketing, and Freddie, Senior Account Manager at Passion Digital. Or, read on for a little snapshot of some of the things they spoke about.

Black Friday isn’t just a day anymore

First off, let’s talk about how Black Friday is evolving. It’s no longer just a one-day shopping spree; big brands are kicking things off as early as October. Last year, shoppers spent a jaw-dropping £25.5 billion from October to December! And guess what? Search interest starts heating up as early as November 1st. So, if you’re not prepping now, you could be missing out.

Don’t sleep on conversion data

One of the biggest nuggets from the podcast? You’ve got to use all the conversion data at your disposal! A lot of marketers forget about offline conversions like phone calls, which is a major oversight. According to Gartner, calls convert 10 to 15 times better than online clicks, so tracking those is super important—especially during the busy Black Friday rush.

Matt pointed out that your paid campaigns will only be as good as the data you feed your bidding tools. If you’re not already tracking those calls and linking them back to your sources, you’re leaving money on the table. It’s all about giving your bidding tools the right info so they can get your ads in front of more Black Friday bargain hunters.

Free resource

Bid Smarter: Improving paid media performance with conversion data

Download your copy

Get your cheat sheet

Smart budgeting and bidding strategies

Now, onto budgets — Freddie made a great point about being realistic with your bid strategies. Use your historical data to guide your target return on ad spend (ROAS). If your ROAS is lower, you can buy more media and expect higher gross returns, but if you want more efficient spending, aim for a higher ROAS instead. It’s all about figuring out what you want.

And don’t forget about Microsoft Ads! They’re often overlooked, but they can offer lower cost-per-click rates and enable you to tap into a different audience. Plus, using brand exclusion lists will help you avoid going head-to-head with giants like Amazon.

Launch early and test, test, test!

Another tip? Don’t wait until the last minute to launch your campaigns. To fully optimise paid media campaigns, set them live early to give yourself time to gather data. Also, consider testing out different campaign types, like Performance Max versus traditional Shopping campaigns, to see what works best for your goals.

Keep it real with your deals

Finally, let’s talk about authenticity. Be genuine with your deals! If you try to hike up prices just before Black Friday to make your discounts look better, you risk losing your customers' trust. Nobody wants to feel tricked, right?

Wrap-up

So, as we gear up for Black Friday, remember to leverage all that conversion data, set clear goals, manage your budget wisely, and keep your deals authentic. For more tips and insights on optimising paid media campaigns, don’t miss the podcast with Matt and Freddie—it’s packed with actionable advice to help you navigate this busy season like a pro!