Let me paint the picture: it’s 2 days before BFCM, and you’re realizing that your brand neglected Google Ads (as per usual). You’re convinced that advertising for BFCM on Google isn’t going to be as impactful as on Facebook, and now you’re debating scrapping it altogether.
Let me get you in on a secret: Advertising your BFCM offer on Google Ads is extremely easy and quick, and very impactful. Every brand should do it.
In this article, I will talk about 4 quick and easy last-minute ways you can maximize your BFCM deals on Google Ads.
- Add a Promotion Extension (~1 minute)
On Black Friday, branded search terms will skyrocket. Customers who have been thinking about buying from your brand are checking to see if they finally can. Therefore, at the very least, every brand should create an account-level extension that highlights your overall promotion. Ad extensions grab the attention of searchers and confirm that your brand is indeed celebrating Black Friday with your consumers.
- Make sure it’s an “account level” extension so that it shows up on every ad in the account.
- Set the occasion to “Black Friday.”
- Enter the discount code (if you have one)
- Set an end date to create a sense of urgency.
- Enter your BFCM Landing Page as the Final URL.
- Add a new Sitelink Extension (~2 minutes)
Another easy win this BFCM is adding a new sitelink extension. This will show up under your ads as separate links to separate pages. Create a BFCM specific headline and description, and link the sitelink to your BFCM landing page. Don’t forget to set this as an account-level extension.
- Add “Black Friday Sale” to your ads (& pin it!) (~ 20 minutes)
Another way to advertise your sale is by creating new ads. This step takes a bit of time, but it’s worth the 20 minutes.
If you take this route, label all your old ads “Evergreen Ads 2022.” Duplicate all your ads, add a BFCM specific headline, like “Black Friday Sale,” and pin it to position 1 or 2. Send these ads to your BFCM Landing Page. Label these ads as “BFCM 2022.”
Once all the ads are uploaded, you can use the labels to enable the BFCM 2022 ads and disable all the other ads. Pro tip: adding the year in the label will save you for next year when you do this all again.
You can either manually enable or disable the ads, or you can create rules to do so.
- Create a countdown ad (~ 10 minutes)
I personally haven’t tested this one myself yet, but after reading Kirk William’s article about it, I decided to include it. Creating a countdown ad allows your ad copy to be dynamic with your offer. As the days go by, your headline or description (depending on what you set) will count the days down automatically for you. This creates a sense of urgency and is definitely worth trying.
- In a new description, type { and click “countdown” from the drop-down menu.
- Fill in all the offer details (end date, start date, etc.)
The input should look something like this.
- BONUS: Automated rules (~10 minutes)
Instead of manually enabling & pausing Evergreen and BFCM ads, create automated rules. This will ensure that your BFCM ads run when they’re supposed to, without you having to stress about remembering to do it manually.
Here are the 4 rules you need:
- Pause Evergreen ads
- Enable BFCM ads
- Pause BFCM ads
- Enable Evergreen ads
You can create rules under Tools & Settings → Rules → Ad Rules. Make sure you get an email notification whenever the rule runs.
That’s a Wrap!
Although it may seem daunting, adding Google ads to your BFCM strategy can be simple, straightforward, and quick! Make sure you get the most out of your strategy this year!
PPC Pia 