Black Friday is one of the most competitive times of the year for advertisers, with consumers eagerly searching for the best deals and brands vying for their attention. To ensure your native advertising campaigns stand out and deliver results during this crucial period, it’s essential to plan ahead and optimize your strategy. Here are some key tips to help you make the most of your Black Friday campaigns on our platform.
Start early: get your campaigns into the platform ahead of time
Timing is everything, especially during the hectic Black Friday season. While it’s important to get your campaigns into the platform early, there’s no need to start weeks in advance. However, submitting your campaigns a few days before the big event can help you navigate the approval process smoothly and avoid any last-minute issues.
Why it matters: Black Friday is an incredibly busy time for both advertisers and platforms. By submitting your campaigns a few days early, you allow enough time to get all necessary approvals, make last-minute adjustments, and ensure your creatives are perfectly optimized. This also gives you a chance to do some initial testing and identify what works best before the peak shopping days.
Pro tip: Aim to have your Black Friday campaigns ready and submitted at least 3-5 days in advance. This timeline gives you enough flexibility to refine your approach based on early feedback while still being fresh and relevant when Black Friday hits.
Avoid overly narrow targeting
While it’s tempting to target very specific segments or site lists during Black Friday, overly narrow targeting can limit your reach and reduce the effectiveness of your campaigns.
Why it matters: Black Friday is a time when consumers are actively seeking out deals across a wide range of products and services. By casting a wider net, you increase your chances of capturing the interest of these deal-hunters. Overly restrictive targeting can prevent your ads from reaching a broader audience that might be interested in your offerings.
Pro tip: Consider broadening your targeting parameters during the Black Friday period. Use a mix of broad segments and site lists to ensure you’re reaching as many potential customers as possible, while still maintaining relevance.
Use multiple variations and A/B testing
The success of your Black Friday campaign hinges on finding the right message and creative that resonates with your audience. The best way to do this is by testing multiple variations of your ads and using A/B testing to identify top performers.
Why it matters: During Black Friday, consumer behavior can be unpredictable. What works for one segment might not work for another. By creating several variations of your ads—different headlines, images, and calls to action—you increase the likelihood of finding a winning combination that drives conversions.
Pro tip: Start with at least three different variations of your ads and monitor their performance closely. Use the insights gained from A/B testing to quickly optimize your campaigns and scale up the successful ones.
Be prepared to adjust bids in a competitive environment
Black Friday is a fiercely competitive time, with many brands vying for the same audience. As a result, you may need to be prepared to bid higher to ensure your ads get the visibility they need.
Why it matters: With increased competition comes the potential for higher bid prices. If you’re not prepared to adjust your bids, you may find your ads losing out to competitors, leading to lower impressions and reduced campaign effectiveness.
Pro tip: Monitor your campaigns closely during the Black Friday period and be ready to increase your bids if necessary. Set a maximum bid amount that aligns with your budget and goals to stay competitive without overspending.
Conclusion: plan ahead and stay flexible
Black Friday presents a tremendous opportunity for brands to drive sales and reach new customers, but success requires careful planning and a flexible approach. By getting your campaigns into the platform early, avoiding overly narrow targeting, utilizing multiple ad variations with A/B testing, and being prepared to adjust your bids, you can maximize your chances of success.
At Readpeak, we’re here to help you navigate the complexities of Black Friday advertising. Start preparing your campaigns now, and let’s work together to make this Black Friday your most successful one yet.