Black Friday Success: Choosing the Right Campaign Type

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Black Friday Success: Choosing the Right Campaign Type


Welcome to the Black Friday Growth Guide Series, your ultimate roadmap to e-commerce success during the year's busiest shopping season. Over the next two months, we will dive deep into the strategies, tactics, and tools that can significantly impact your Black Friday campaigns.

Today, Black Friday is not merely a one-day shopping event; it has expanded into a season in its own right. To thrive amidst this highly competitive environment, you must have a comprehensive strategy covering every aspect, from pinpointing your target audience to fine-tuning your campaign for maximum impact. This is where our Black Friday Growth Guide series comes into play.

This series will guide you through each step of your Black Friday journey. We'll emphasize the critical importance of early preparations, exploring how securing inventory and refining your marketing strategy can set the stage for success. We'll also provide insights into essential e-commerce strategies to boost your sales during the Black Friday season, from optimizing your website for a seamless shopping experience to creating irresistible promotions.

In this blog, we'll deeply dive into campaign types for Black Friday marketing. We'll explore the advantages and disadvantages of various ad formats, delve into the importance of aligning your campaign type with your goals, and showcase case studies of businesses that achieved remarkable Black Friday results through strategic campaign selection. Plus, we'll provide expert tips for optimizing and adjusting your chosen campaign type as the big day approaches.

Campaign types to Consider This Black Friday

Campaign types are an integral part of digital marketing, and they encompass various strategies and channels to reach and engage with your target audience. Here, I'll provide an overview of some common campaign types:

Video Ads: Video advertising involves creating and promoting video content to convey your message or promote your products/services. Video ads can be displayed on various platforms, including social media, websites, and video-sharing platforms like YouTube. They are effective for storytelling, showcasing product demonstrations, and engaging audiences visually. Standard video ad formats include in-stream ads (pre-roll, mid-roll, and post-roll), out-stream ads, and native video ads.

For video ads you should start early. We recommend to start 2 weeks early because to complete important preparations such as video content production, identifying the target audience, ad placement and setting up tracking infrastructure. Especially if you are planning video ads for special holiday seasons or events, this advanced planning process can increase the success of your campaign. It is important to define your ideal audience, choose the appropriate video format and set tracking codes correctly. Starting early will ensure that your video advertising campaign is effective and on time, helping you achieve your goals.

Search Ads: Search advertising, often called pay-per-click (PPC) advertising, is centred around search engines like Google and Bing. Advertisers bid on keywords related to their products or services in a search ad campaign. When a user searches for those keywords, the ads appear at the top or bottom of the search results page. Advertisers pay only when users click on their ads. Google Ads is a popular platform for creating and managing search ad campaigns.

For search ads, it is important to start early like other campaigns. Campaigns starting 1 week in advance are recommended. Traffic campaigns should be started 1 month in advance because

  • Optimization Process: Starting the campaign launch process a month earlier allows more time to optimize keywords, ad copy and targeting settings. During this time, you can define your advertising strategy, run tests and adjust your campaign to achieve better results.
  • Seasonal Demand: Some industries or products may experience increased demand during certain periods. For example, for gift shopping or seasonal products during the holidays. In such cases, you can be ready for the period of increased demand by opening traffic a month before.
  • Coordination with Advertising Partners: In some cases, advertising partners or other strategic collaborations may be required. A preparation process may be required before these collaborations are established and before your campaign starts.
  • Website Infrastructure: You may have technical issues or need to make improvements to your website. Starting a month in advance to make such changes can help your ad campaign run smoothly.
  • Monitoring and Analytics: Turning on traffic a month in advance allows you to collect more data to track and analyze the success of your campaign. You can use this data to optimize your campaign.

Display Ads: Display advertising involves creating visually appealing banners or image ads on websites, apps, and social media platforms. These ads aim to capture the user's attention and drive them to take a specific action, such as visiting a website, signing up for a newsletter, or making a purchase. Display ads can be highly targeted, allowing advertisers to reach specific demographics and interests.

for display ads should also start 2 weeks in advance because starting display campaigns early provides enough time for important preparations such as visual content preparation, ad space reservations, audience building, A/B testing and tracking codes. This supports your campaign to be more effective and successful. This advance planning is especially important during special holiday or event periods. It ensures better results for your campaign.

Each of these campaign types has its own strengths and best practices:

  • Video ads are excellent for visual storytelling and engaging audiences through sight and sound. They work well for brand awareness and conveying complex messages.
  • Search ads effectively capture users actively searching for specific products or services. They provide a direct path for potential customers to reach your website.
  • Display ads offer a broad reach and can be used for brand awareness, retargeting, and reaching users across different websites and apps.

The choice of campaign type depends on your marketing goals, target audience, and budget. Successful digital marketing strategies combine these campaign types to maximize reach and impact. Additionally, it's essential to continually analyze and optimize your campaigns to achieve the best results.

Advantages and Disadvantages

Search ads


  • Focus on Intent Marketing: Search ads are shown to users actively searching for specific products or information, making it a highly targeted form of advertising.
  • Remedy for Poor Organic Traffic: If your website has low organic search visibility, search ads can provide immediate visibility in search engine results.
  • Mobile Advertising: Search ads work effectively on mobile devices, capturing users on the go.


  • High Competition: Due to their effectiveness, search ads often face increased competition, which can increase the cost per click (CPC).
  • High Cost Per Click: CPC in competitive industries can be expensive, making it challenging for businesses with limited budgets to compete effectively.

Display ads


  • Visual Appeal: Display ads are apparent and can include images, graphics, and even animations, making them eye-catching.
  • Broad Reach: They can reach a wide audience across various websites and apps, increasing brand exposure.
  • Targeting Options: Display ads allow for precise audience targeting based on demographics, interests, and behavior.
  • Brand Awareness: They are effective for building brand awareness and recognition.


  • Ad Blindness: Users often develop "ad blindness" and may ignore or overlook display ads.
  • Low Click-Through Rates: Display ads typically have lower click-through rates (CTR) than search ads.
  • Ad Blockers:Some users employ ad blockers, which can prevent display ads from being seen.

Video ads


  • Video is popular: Video content is highly engaging and consumed by a large online audience.
  • Video gives your brand a personality: Video ads can effectively convey emotions, storytelling, and brand identity.
  • High Engagement: Video ads often have higher engagement rates compared to other ad formats.
  • Multiple Platforms: They can be used on platforms like YouTube, social media, and websites.


  • Video doesn't promote itself: Effective video ads require creative production, which can be costly.
  • Skip Option: Some video ads can be skipped by viewers after a few seconds, reducing the message's impact. click-through rates (CTR) than search ads.
  • Production Costs:SHigh-quality video production can be expensive.

Last Year's statistics For Enhencer on Black Friday

In the Black Friday season of 2022, Enhencer achieved remarkable results:

  • Collaborated with 250 e-commerce companies spanning 20 different countries.
  • Analyzed an astounding 478 million website visitors.
  • Out of this substantial audience, Enhencer effectively reached 159 million visitors on behalf of these 250 companies through targeted online ads.

What's truly remarkable is that, despite reaching just a fraction of their website visitors, Enhencer helped these companies more than double their campaign conversions from online ads. This means that a staggering 319 million visitors were deliberately excluded from seeing these ads, saving the company substantial resources.

By excluding these irrelevant visitors, the companies saved money and avoided creating negative brand awareness or annoying potential customers with irrelevant ads. Importantly, this was achieved without collecting personal identifying data about the website visitors. Enhencer's Black Friday success in 2022 demonstrates the power of precision targeting and efficient advertising, ensuring that the right message reaches the right audience without compromising user privacy."

The importance of aligning your campaign type with your goals

The importance of aligning your campaign type with your goals, whether focused on brand awareness or lead generation, must be considered. Let's delve into the significance of this alignment for each of these objectives:

Brand Awareness:

  1. Creating Recognition: Brand awareness campaigns aim to introduce your brand to a broader audience and create recognition. Aligning your campaign type with this goal ensures that your messaging and tactics focus on visibility and recall.
  2. Building Trust: Consistent brand awareness efforts help build trust and credibility over time. Using campaign types that prioritize brand storytelling and values reinforces this trust.
  3. Long-Term Growth: Brand awareness is a long-term investment. Proper alignment ensures you are dedicated to cultivating a strong brand presence that can contribute to sustained growth and loyalty.
  4. Differentiation: In a crowded marketplace, aligning your campaign type with brand awareness enables you to differentiate your brand from competitors and establish a unique identity.

For awareness campaigns such as "brand awareness" and "product awareness", it is necessary to open traffic at least 3-4 weeks in advance. This is the time it takes for your audience to recognize your brand or product and get used to this awareness.

Launching "Remarketing" campaigns two weeks before special occasions such as busy shopping can be more effective. This gives you enough time to retarget potential customers and leads to better conversions.

Launching "Conversion" focused campaigns in the last week is better, as the learning curve for such campaigns can often take 2-3 days. Therefore, launching at the last minute allows campaigns to run faster and more efficiently.

The main reason for starting two weeks earlier is that the learning process of campaigns is more efficient and effective than last-minute launches. This time allows for the optimization of algorithms and campaigns.

In summary, aligning your campaign type with your goals, whether they are centred on brand awareness or lead generation, is essential for maximizing the effectiveness of your marketing efforts:

  • For brand awareness, it helps you build recognition, trust, and differentiation over time.
  • Lead generation ensures you attract the right audience, capture valuable data, and efficiently move prospects through the conversion funnel.

Whether focusing on building your brand's presence or generating leads for future sales, aligning your campaign type with your goals is a strategic imperative that enhances the likelihood of achieving your desired outcomes.

Optimizing your campaign type for Black Friday

Optimizing your campaign type for Black Friday is crucial because it's a highly competitive and lucrative business time. Shoppers are actively looking for deals and discounts, and if you want to stand out and maximize your sales during this period, you need a well-optimized campaign strategy. Here's how and why you should optimize your Black Friday campaign:

How to Optimize Your Black Friday Campaign:

Set Clear Objectives:

  • Why: Before diving into your campaign, determine your goal. Whether it's increasing sales, generating leads, driving website traffic, or boosting brand awareness, having clear objectives will guide your strategy.
  • How: Define specific, measurable, and achievable goals. For example, aim to increase online sales by 30% compared to the previous year.

Choose the Right Channel(s):

  • Why: Different channels have varying audiences and effectiveness. Choose the ones that align with your target audience.
  • How: Analyze your audience's demographics and preferences. Consider platforms like Facebook and Instagram if your audience is primarily on social media. If they use search engines frequently, focus on Google Ads.

Segment Your Audience:

  • Why: Not all customers are the same; segmenting your audience allows you to tailor your messaging to specific groups.
  • How: Create audience segments by using data like demographics, behaviour, and past purchase history. Craft personalized messages for each group.

Leverage Paid Advertising:

  • Why: Due to increased competition, organic reach may not be sufficient during Black Friday. Paid advertising ensures your message reaches a broader audience.
  • How: Invest in platforms like Google Ads or social media advertising. Allocate a portion of your budget to paid ads.

Implement Retargeting: :

  • Why: Remind potential customers interested in your products or visit your website about your Black Friday deals.
  • How: Set up retargeting campaigns to re-engage with these prospects through display ads, email, or social media.

Utilize Email Marketing:

  • Why: Email is an effective way to reach your existing customer base and subscribers.
  • How: Craft a series of Black Friday-themed emails, including teaser emails, early access offers, and reminders leading up to the event.

Create Dedicated Landing Pages:

  • Why: Landing pages optimized for conversions improve the user experience and drive higher conversion rates.
  • How: Develop specific landing pages for your Black Friday promotions. Ensure they load quickly and are mobile-responsive.

Why Optimize Your Black Friday Campaign:

  1. Maximize Revenue: Black Friday is one of the most significant shopping events of the year, and a well-optimized campaign can significantly boost your sales and revenue.
  2. Competitive Advantage: Optimization allows you to stand out from competitors and attract more customers, especially if your offers are compelling.
  3. Better ROI: By targeting the right audience and optimizing your campaign, you can achieve a better return on investment (ROI) for your marketing spend.
  4. Customer Engagement: Engaging campaigns can help you build a deeper connection with your audience, increasing customer loyalty and repeat business.
  5. Data-Driven Insights: An optimized campaign generates valuable data that you can use for future marketing efforts, helping you refine your strategies and improve results over time.

In conclusion, optimizing your Black Friday campaign is essential to capitalize on the opportunities this shopping event presents. By following best practices and tailoring your approach to your specific objectives and target audience, you can make the most of Black Friday and achieve your marketing goals.

Wrapping Up

In thiis blog, we talked about campaign types for Black Friday marketing. We'll dive into the advantages and disadvantages of various ad formats, explore the significance of aligning your campaign type with your goals, and showcase case studies of businesses that achieved remarkable Black Friday results through strategic campaign selection. Moreover, we'll provide expert tips for optimizing and adjusting your chosen campaign type as the big day approaches.

This Black Friday Growth Guide is your passport to successfully navigating the exciting and challenging world of Black Friday marketing. Whether you're looking to enhance brand awareness, generate leads, or drive sales, we've got the insights and strategies to help you achieve your objectives. Let's dive in and make this Black Friday your most profitable.

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