Posted on March 21, 2023 | 2 minute read
In this video, Ryan talks about making the most of high-intent searches on Black Friday.
"The average conversion rate on Black Friday was up by 4.18% in 2021 compared to 2020. This goes to show that it's an ideal opportunity for ecommerce businesses to get products in front of consumers. So as we all know, Black Friday is one of the busiest days for ecommerce, so optimising your Google Shopping campaigns should be a high priority.
The big day for discounts falls on 25th November this year, followed shortly by Cyber Monday, which is the 28th of November. A high-intent search involves search terms that show a higher chance of a customer making an action such as a purchase. Consumers using these high-end search terms are more likely to know what they want, and they're committed to buying that product. Targeting high-intent search queries can lead to more conversions, so understanding which keywords your customers are using is absolutely critical.
At Bidnamic we've had a look at what point impressions tend to rise around Black Friday. As you can see, impressions reach a peak around November 23rd and November 30th. Impressions remain fairly high as some sales carry on. This is a key time period to take advantage of the PPC campaigns by Google Shopping and get your products in front of shoppers.
The average click-through rate in November 2021 for high-intent searches was 1.08%, whereas low-intent searches averaged around 0.80%. Placing bids on high-intent searches will give you a higher chance of conversions and more of a chance to get your products in front of interested shoppers.
To make the most of the Black Friday period, it's a good idea to optimise your Google Shopping campaigns in advance. Having your keyword bids set up will help manage the high period of traffic. Try to avoid bidding on generic or simple search terms like "Black Friday laptop" to avoid your products getting lost in the crowd.
You can use custom labels for on-sale items attracting the attention of deal-seekers. Manually bidding on keywords to keep up with the increased search traffic is a hugely time-consuming process, especially for companies with a high number of SKUs.
To take advantage of the increase in high-intent searches with events like Black Friday, it's good practice to be changing your bid as the market fluctuates, especially when high-intent searches are rising. Our platform handles all bid adjustments automatically and calculates fluctuations in the market in real-time. It also manages the huge influx of search data on a granular level.
You'll have peace of mind that you are placing the best-priced bids for the most relevant keywords. If you're interested in maximising your Google Shopping channel, especially during this high-traffic time like Black Friday, please do book a call with me or one of our team and we'd be happy to help. Thank you!"
Laura is a Senior Content Marketing Executive. She creates video content for Bidnamic as well as ensures the team has everything they need to help our clients.