Black Friday Sales & Google Ads: Essential Strategies for eCommerce Success in 2024

As we approach Black Friday, Cyber Monday, and the end-of-year shopping season, eCommerce brands are entering a critical period for maximizing revenue. For many businesses, November, December, and January are pivotal months, with sales potentially outpacing the rest of the year. A well-planned Google Ads strategy during these peak months can make all the difference.

In this blog post, we'll explore the Google Ads strategies that drive success during Black Friday and beyond. From creating the right promotional offers to scaling your campaigns effectively, we'll cover everything you need to know to win this holiday season.

Why Black Friday & End-of-Year Sales Matter for eCommerce

For many eCommerce businesses, Black Friday and the following weeks are the most profitable time of the year. With consumer demand at an all-time high, it’s crucial to have your Google Ads campaigns dialed in to capture this surge. But it’s not just about ramping up your ad spend—it’s about executing the right strategy.

1. Always-On vs. Promotional Google Ads Campaigns: The Key to Success

One of the most important strategies I use to prepare for Black Friday Google Ads campaigns is running both Always-On campaigns and Promotional campaigns. Here's why:

What Is an Always-On Google Ads Campaign?

Always-On campaigns are the cornerstone of your long-term advertising efforts. These campaigns are active year-round, consistently driving traffic to your site, and include:

• Product-based search campaigns
• Shopping campaigns
• Performance Max (PMax) campaigns
• Branded & competitor search campaigns
• Remarketing display campaigns

To avoid disrupting long-term performance, it’s important not to simply double or triple your budgets during the holiday season. Instead, I recommend gradually scaling your Always-On Google Ads campaigns by 20% each week. Monitor your data closely and only increase budgets when the performance metrics are solid.

By taking this approach, you’ll maintain campaign stability, even after Black Friday and Cyber Monday are over.

What Is a Promotional Google Ads Campaign?

Promotional campaigns are specifically designed to run during peak sales periods, such as Black Friday or Cyber Monday. Unlike Always-On campaigns, these are temporary and should run for a minimum of four weeks to capture the increased holiday traffic.

2. Top Google Ads Strategies for Black Friday 2024

Implement these Google Ads strategies to boost your performance during Black Friday and beyond.

Dynamic Search Campaigns (DSA) for Black Friday

• Focus on your sale page URL.
• Exclude top-performing keywords from your regular campaigns to target new customers.
• Use ad copy that emphasizes your Black Friday offer.

Dynamic Search Ads (DSA) allow you to cast a wider net during high-traffic periods like Black Friday, while still controlling for quality by excluding existing high-value search terms.

Video Ads for Black Friday Promotions

Video content is a powerful tool for holiday campaigns. Set up two types of Google Video Ads:

1. Awareness Campaign: Target new customers to build brand recognition before the sale.
2. Conversion Campaign: Focus on existing website visitors or those who have already engaged with your brand.

Display Ads for Remarketing & Outreach

Display Ads are essential for both remarketing and outreach. Create two versions:

• Remarketing Display Ads: Target current website visitors, abandoned carts, or previous customers.
• Outreach Display Ads: Target new audiences, especially those similar to your top-performing audiences.

Competitor & Branded Campaigns for Black Friday

Running Branded campaigns ensures customers searching for your brand find you easily. Meanwhile, Competitor campaigns help you aggressively target customers looking for alternative brands, especially when you have a stronger offer or promotion.

3. Optimizing Your Existing Google Ads for Black Friday

In addition to launching new campaigns, it's essential to update your Always-On campaigns with promotional messaging. This helps you take advantage of Black Friday traffic without starting from scratch. Here’s how:

• Update Ad Copy: Include Black Friday promotions in your headlines and descriptions.
• Use Promotion Extensions: Highlight specific deals within your search ads.
• Price Extensions: Showcase discounted prices directly in the ad.
• Countdown Timers: Create urgency by using countdowns in search headlines.
• Discount Price Cross-Outs: Use Google Merchant Center to show crossed-out prices on your shopping ads.

4. The Big Picture: Planning for Black Friday Success

To fully capitalize on Black Friday and the end-of-year sales period, it’s crucial to have a solid strategy for both scaling and managing your Google Ads campaigns. By leveraging Always-On campaigns for stability and Promotional campaigns for aggressive targeting, you can navigate this high-stakes period with confidence.

👉 Top Strategies for E-commerce Success: Boost Sales and Grow Your Online Store

Conclusion: Take Action on Your Google Ads Strategy Today

Black Friday and the holiday season offer enormous potential for eCommerce brands. By carefully managing your Google Ads campaigns and preparing them with both short-term promotions and long-term stability in mind, you can make this season your most profitable yet.