Guess what…. it’s getting to that time of year again. Black Friday 29th November – is just around the corner…… aaaah…gulp!!! Stress not, here are 7 tips to getting Black Friday right this year!
1. Avoid Segmentation
Volume is everything for the Smart Shopping algorithm. If you don’t have enough data for it, it won’t learn, so don’t make your campaigns too granular. Ideally, let everything run through one campaign, but you can split out if you have the volume. Google suggests that this is possible if spend through one area is over £1,000.
2. Push Up Your Budget Carefully
A large budget change sends the algorithm back into its learning period, so don’t do it. If you start now, you’ll be able to incrementally increase your budgets week by week in the build up to the peak period. Do this no more than 20% at a time. This approach allows the algorithm to learn with increased volumes of spend going through the campaign
3. Uncap Your Budgets
If you have the budget freedom to uncap your budgets, do it. It will give your campaign the best opportunity to run at full capacity without anything holding it back. We recommend doing this as early as possible to give the algorithm the time to learn before crunchtime on the 29th November.
4. Lower Your ROAS Targets
Don’t squeeze these too tight. Set a ROAS slightly lower that what your target actually is (600% target, set it at 500%). If you set this too high, you won’t get the volume and the algorithm won’t learn. As we said, volume is essential
5. Turn Off The Noise
The Smart Shopping algorithm prioritizes over your current normal shopping and dynamic prospecting and remarketing campaigns – so turn them off, let it do its thing.
6. Optimise That Feed
Feed optimisation is key – an optimised feed is a happy feed. Remember all content for your Smart Shopping campaign comes from the shopping feed, so make sure your product titles and descriptions are as relevant as possible to the keywords you want to appear for. All imagery should be clearly illustrative of your products
7. Get Your Promotions in Early
Don’t forget to get your promotions into Google early. Everyone running shopping activity will be submitting their promotions into Google to get them approved and ready for Black Friday. This usually causes a backlog in the build up to the weekend. Submit your promotions as early as possible to avoid yours getting stuck in the queue.