Introduction
Black Friday is a massive deal for Shopify stores. It's like the Super Bowl, the World Cup, and Christmas all rolled into one, but for shoppers. And if you're not playing the game, you're missing out on many potential sales.
At that point, Google Ads remarketing campaigns can be a powerful tool to boost sales. Used right, it can be a game-changer.
But let's be real. Some remarketing campaigns are more effective than others. And if you're not careful, you could end up spending more than you make.
So, let's dive in and learn how to optimize your Google Ads remarketing for Shopify this Black Friday.
1. Pmax Checklist Before Black Friday
While getting your Performance Max (Pmax) campaigns ready for Black Friday;
💡Start by figuring out what you want to achieve. Is it boosting sales or getting your brand in front of more eyes? Having a clear focus will guide your efforts and keep you on track.
🎨Next, let’s spruce up your product feed. Make sure all your listings are accurate and up-to-date, with images that really pop. You want shoppers to feel excited about what they see.
🎯Now, let’s dive into audience targeting. Google’s targeting features ensure that you know what your customers want. Use these tools to segment your audience based on their past interactions.
💸As for your budget, it’s all about strategy. Instead of blowing your budget right out of the gate, consider gradually increasing it as Black Friday approaches. This gives you room to monitor performance and adjust your strategy without overspending.
✨Finally, don’t forget about your ad assets. This is your chance to get creative. Craft eye-catching visuals and compelling copy that gives shoppers a little nudge to act fast.
At this point, I'd like to introduce the concept of AI Creatives. There are now AI tools capable of selecting the highest-performing visuals from your Shopify product catalog, strengthening your online visual presence.
For those interested, here are some resources about AI Creatives below:
📝AI Ad Creatives for Facebook: Boost CTR and Sales on Black Friday
🗒️Ad Creatives for Shopify: Easy Catalog Design with AI
But let's return to our main topic:
2. Merchant Center Feed Optimization
It might sound a bit technical, but don’t panic—merchant center feed optimization is really about making your product listings shine.
Start by giving your product listings a good once-over. Each entry should have crisp, high-quality images and descriptions that really capture what makes your items special.
And remember those little details. Things like accurate pricing, stock availability, and any enticing promotions can make a world of difference for shoppers.
A well-optimized feed not only boosts your visibility in ads and search results. When potential customers see clear, trustworthy listings, they’re more likely to choose your products over the competition.
3. Excluding Branded Terms
It’s a strategic move to avoid branded keywords in your Black Friday remarketing campaigns.
Because when someone searches for your brand name, they're likely already familiar with your store. They're not new customers, no need to convince.
By focusing on broader, non-branded keywords related to your products or services, you're casting a wider net and attracting potential customers who are not familiar with your Shopify store yet.
By steering clear of your branded terms, your ads can rank higher for relevant keywords, potentially saving you money as there’s often less competition for these terms.
4. Preparing Assets in Advance
To ensure a successful Black Friday remarketing campaign, it's essential to have your assets ready well in advance.
By preparing creative materials, landing pages, and tracking codes, you can launch your campaigns efficiently and adapt them as needed. This saves time and also allows you to focus on optimizing your campaigns for maximum impact.
Remember to create multiple variations, optimize for mobile, and proofread carefully to ensure your assets are top-notch and ready to go.
5. Budget Management Strategies
Managing your Google Ads budget for Black Friday, a gradual approach is essential.
Start by increasing your ad budget bit by bit in the weeks leading up to the big day. This strategy allows you to monitor ad performance and make necessary adjustments, helping you avoid overspending right off the bat.
Consider allocating more funds to high-performing campaigns or popular Shopify products, ensuring you capitalize on the most promising sales opportunities. Additionally, it’s wise to set aside a portion of your budget for last-minute promotions or adjustments as Black Friday approaches. So it’s recommended to being strategic and flexible with your budget during the e-commerce Q4.
6. Setting Realistic Bid Targets
Getting your bid targets right can make all the difference when it comes to your remarketing campaigns. Establish targets that reflect your sales goals, ensuring your ads gain the visibility they need to drive conversions.
By doing this, you allow your ads to spend effectively, which can lead to increased exposure.
7. Turning Off Automated Assets
Disabling automated assets in your campaigns can be a game-changer. By turning off these settings, you maintain control over your ad creatives, allowing you to tailor your messaging specifically for Black Friday promotions. This ensures that your ads resonate with your audience and highlight the unique value of your offers.
8. Location Settings: Focus on Presence
With your messaging in place, it’s time to refine your targeting. Setting your location options to "presence" is a smart move for effectively reaching potential customers
.This setting ensures your ads reach those who are physically nearby, making it particularly beneficial for Shopify businesses during the competitive Black Friday sales. By honing in on your local audience, you can drive more relevant traffic to your Shopify store and capitalize on the foot traffic in your area.
9. Managing Placement Exclusions
To further optimize your campaign’s performance, regularly review and exclude unwanted placements in your Google Ads. By managing placements, such as avoiding underperforming display networks or mobile apps, you can ensure your budget is spent effectively. This strategy not only helps drive traffic to your Shopify store during Black Friday but also ensures your ads reach the exact right audience.
10. Supporting Campaigns Without Video Content
If your remarketing campaigns lack video content, don't worry; there are alternative strategies to maintain visibility. Consider implementing feed-only or Shopping campaigns, which effectively showcase your products on Shopify even without video.
These formats can keep your offerings present in potential customers’ minds.
11. Adjusting Bidding to Campaign Goals
Finally, flexibility in your bidding strategies is crucial during the high-stakes Black Friday shopping season. Adjusting your target cost-per-acquisition (CPA) based on your campaign goals ensures you remain competitive.
Being willing to adapt your Google Ads bidding strategy can help you capture more conversions, ultimately maximizing your sales opportunities during this critical time.
KEY TAKEAWAYS
Focusing on key strategies—like gradually increasing your budget, optimizing your Merchant Center feed, excluding branded terms, preparing your assets in advance, and setting realistic bid targets—will help streamline your efforts and boost your campaign's effectiveness during BFCM. Staying proactive and adaptable will truly maximize your sales potential.
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