Black Friday is one of the most competitive times of the year for brands, with customers eager to find the best deals and businesses competing for attention. It’s crucial to have a solid PPC and social media strategy in place to stand out, protect your brand, and maximise returns. In this guide, we’ll cover how to prepare for Black Friday, the expected increase in costs, and how to attract serious buyers while avoiding time-wasting bargain hunters.

1. Plan Your Black Friday PPC and Social Media Strategy Early

Start Planning 4-6 Weeks in Advance:
The Black Friday shopping season doesn’t just happen on the day itself—people begin researching and comparing deals weeks in advance. Start your campaigns early to build awareness, capture interest, and nurture potential customers through teaser promotions or early-bird discounts.

Target the Right Audiences:
Segmenting your audience is key to maximising your ROI. Consider:

• Loyal Customers: Offer exclusive early access or special VIP deals to encourage repeat purchases.
• New Customers: Leverage retargeting or lookalike audiences based on your most loyal customers to expand your reach efficiently.

Compelling Ad Copy & Creative:
Make sure your messaging taps into the urgency and exclusivity of Black Friday. Use phrases like “limited-time offer” or “while stocks last” to instill a sense of urgency. Invest in eye-catching visuals and video ads to stand out in crowded social feeds.

Mobile Optimisation Is Essential:
With more than 70% of Black Friday traffic coming from mobile devices, ensure your landing pages and shopping experience are fully mobile-friendly. Slow-loading sites or clunky user experiences could cost you conversions.

Omnichannel Consistency:
Create a seamless experience across your PPC, social media, display, and even email campaigns. Consistent messaging reinforces your brand and increases the likelihood of conversion.

2. Expect a Spike in CPC and CPM

PPC Costs Will Rise:
During Black Friday, the increase in competition drives the cost-per-click (CPC) significantly higher. UK brands can expect to see CPCs rise by 30% to 50%, particularly in sectors like fashion, electronics, and retail.

Social Media Costs Increase Too:
On social platforms like Meta, Instagram, and TikTok, the cost per 1,000 impressions (CPM) can increase by 40% or more as brands flood the platforms with ads. To manage costs, refine your audience targeting and focus on users with high purchase intent.

3. How to Protect Your Brand Amid the Noise

Maintain Brand Integrity:
Don’t sacrifice your brand’s identity for the sake of short-term deals. Your Black Friday messaging should align with your long-term brand strategy, keeping your tone consistent. For instance, if your brand is known for premium quality, avoid framing your products as ‘cheap’ or overly discounted.

Control Your Spend:
Increased competition can quickly eat through your budget. Implement daily spend caps and use automated rules to pause campaigns if performance metrics (like cost-per-conversion) start to drop.

Maintain High Ad Quality Scores:
In Google Ads, keeping your Quality Score high can help reduce your CPCs. Make sure your ad copy is highly relevant to your landing pages, and optimise for mobile and speed to improve the user experience.

Use Negative Keywords to Filter Out Bargain Hunters:
In your PPC campaigns, adding negative keywords like “free,” “cheap,” or “bargain” can help you avoid clicks from users who aren’t likely to convert. This protects your budget and improves your campaign efficiency.

4. Dealing with Nosy Shoppers and Bargain Hunters

Black Friday attracts its fair share of bargain hunters and window shoppers. These users often browse for deals but may not convert. Here’s how to filter them out and focus on high-intent customers.

Remarketing to High-Intent Audiences:
Remarketing campaigns should target users who have shown genuine intent to purchase, such as those who have added items to their cart, visited product pages, or engaged with your ads. This helps you prioritise those most likely to convert.

Create Flash Sales to Encourage Fast Decisions:
Urgency can be your best friend during Black Friday. Use time-limited flash sales to nudge bargain hunters towards making a purchase rather than just browsing.

Offer Exclusive VIP Deals to Loyal Customers:
Consider offering early access to deals or VIP-only discounts to your best customers. This rewards loyalty and helps reduce wasted spend on users who are only looking for a one-time discount.

Leverage Cart Abandonment Strategies:
Deploy cart abandonment ads on social media or use email reminders to re-engage users who got close to purchasing but didn’t complete their transaction. Offering a limited-time extra discount or free shipping could nudge them into completing the sale.

Final Thoughts

Black Friday offers a huge opportunity for brands to drive sales, but the competition is fierce, and the costs can quickly add up. By preparing early, refining your audience targeting, and implementing strategies to control costs and protect your brand, you can make this year’s Black Friday your most successful yet.

If you need help managing your PPC and social media campaigns for Black Friday, Amin Digital can help you navigate the complexities and deliver high-performance results. Get in touch with us today!

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