Black Friday, one of the busiest days for ecommerce, falls on 27th November this year, followed shortly by Cyber Monday on 30th November. It’s a busy and important date for all ecommerce businesses and can be a great date to take advantage of to increase revenue.
Targeting high intent searches can help you get the most out of your Black Friday Google Shopping campaigns, and get your products in front of invested shoppers hunting for deals.
A high intent search includes keywords that indicate a higher chance of a customer taking a particular action, such as a purchase. Targeting these high intent keywords can lead to more conversions, so understanding which keywords your customers are using is critical.
Targeting these keywords can also reduce your competition, as you’re bidding for keywords that could be more niche and hopefully more specific to your business.
To make the most of Black Friday, it’s a good idea to have your Google Shopping campaigns set up in advance, so that you’re ready for the high levels of traffic and incoming search queries.
Bidding on generic terms like “Black Friday” are too broad and competitive, and may lead to your product(s) getting lost in the crowd. You could end up paying more for keywords like this too, damaging your ROAS.
You can also use custom labels for on-sale/promotional items, attracting the attention of deal-seekers who are using high intent search queries.
Here at Bidnamic, we looked at how impressions increased over the Black Friday period.
As shown below, November 23rd to November 30th of 2020 had the highest number of impressions, highlighting the increase in traffic during this period. Taking advantage of this period of shoppers hunting for bargains by bidding on high intent searches can increase your visibility on the Google Shopping carousel.
In November 2020, high intent search queries had an average click-through rate (CTR) of 1.17%, whereas low intent queries had a lower average of 0.73%. Bidding more aggressively on high intent searches will allow you to get a higher CTR which should hopefully convert for you.
Because of the high amount of traffic surrounding Black Friday, things get a lot more competitive. That’s why it’s important to be bidding on search queries that have a high intent of purchase to maximise your ROAS.
Due to the overwhelming amount of public interest in getting a bargain on Black Friday, the number of high intent searches will surge during this period. Manually bidding on keywords is a hugely time-consuming process, one that is impossible for a human to do - especially for a company with a high number of SKUs.
Using a machine-learning algorithm such as Bidnamic can automate the process for you, and allow you to stay on top of incoming search traffic. The Bidnamic technology platform handles all bid adjustments automatically and calculates real-time market fluctuations in order to bid for the most relevant keywords for the best price.
At Bidnamic, we can bid more aggressively on high intent search queries based on data. Our technology can react to market trends on a 24/7 basis, meaning that busy periods like Black Friday can be handled efficiently, providing you with the best ROAS and potential revenue.
To find out more about Google Shopping and how we can help you to optimise your campaigns during busy, high traffic times like Black Friday, book a call with one of our specialists.
Tom is a Content Marketing Executive, producing content and case studies to simplify the Google Shopping experience, and help our clients discover if Google Shopping is the right channel for them. With an MA in English Literature, Tom has a passion for writing and sharing information with the masses.