BFCM, BFCM — It’s everywhere! Even before the event kicks off, excitement is already in full swing. Shoppers are busy crafting their BFCM wishlists, and trust me, these lists are anything but short—they just keep growing! Why? The sale spans from November 29 (Black Friday) to December 2 (Cyber Monday), perfectly timed in the pre-Christmas shopping rush. Every year, people aim to make their holiday celebrations even more special than the last, so their “To-Buy” buckets overflow with must-have items.
For store owners and sales organizers, the hustle to capitalize on this event starts months in advance. Many brands partner with digital marketing experts to sharpen their online presence, because it truly takes a professional touch to stand out. Kinex Media, an award-winning agency, has helped some of Canada’s biggest brands, like Catelli, Canon, Caterpillar, Staples, Toronto Zoo, and Spier & Mackay.
In this blog, we’ll explore some key strategies to maximize your BFCM success across SEO, PPC & Content Marketing.
SEO
SEO executives strive to rank your Black Friday deals organically through SEO. But how do you do it the right way?
Optimize Your Landing Page
First, create and optimize a dedicated landing page specifically for Black Friday and Cyber Monday deals. While there’s no one-size-fits-all template for landing pages—since every brand and product is unique—here’s a reliable framework that works in most cases.
Header Image
Start with a catchy, creative banner that instantly grabs attention and sets the tone for the shopping frenzy. This banner should highlight your Black Friday & Cyber Monday deals and be customized to match your brand’s aesthetic. Here are a few themes that work well:
Bold and Flashy: Eye-popping colours with bold fonts and countdown timers to build excitement.
Minimalist and Elegant: Sleek designs with a focus on premium products for a sophisticated feel.
Holiday-Inspired: Incorporate festive elements like snowflakes or Christmas lights to align with the holiday season.
The goal is to spike user interest immediately. A well-designed header can set the right expectations and encourage visitors to explore more of your offers.
Boring headers kill the vibe! If we, as a brand, aren’t vibing to the excitement of Black Friday, how can we expect our shoppers to? A successful Black Friday landing page absolutely needs a catchy, attention-grabbing header image that resonates with the energy of the event. Your header should create a sense of urgency, excitement, and fun—setting the tone for the amazing deals ahead.
Section 1 – Make Users Know About Your Brand
After grabbing attention with a catchy header, it’s time to introduce your brand and make a lasting impression. Convince users by showcasing what sets them apart from the competition. Here’s how to highlight your brand’s USPs (Unique Selling Propositions) effectively:
Keep it Short and Sweet: Start with a brief, impactful introduction to your brand. Make it easy for visitors to quickly understand who you are and why they should care.
Highlight Four Key USPs: Choose four compelling reasons why shoppers should buy from you. These could include:
Commitment to Sustainability: Let customers know if your products are eco-friendly or ethically made.
Exclusive Free Gifts: Offer enticing perks like free gifts with purchases to sweeten the deal.
Fast, Reliable Delivery: Highlight your efficient shipping options, especially if you offer free or express delivery.
Unbeatable Prices or Discounts: Showcase your competitive pricing, exclusive Black Friday deals, or price match guarantees.
By clearly communicating your brand’s strengths, you help users feel confident that shopping with you will deliver value beyond just a discount.
Section 2 – An Opportunity to Sell Your Non-Selling Products
Black Friday is the perfect chance to spotlight products that don’t usually perform well throughout the year. These non-selling items can become attractive when paired with significant discounts or special offers like free gifts with purchase. By giving them priority placement on your sales page, you can increase their visibility and turn them into bestsellers during the event.
- Is Arranging Products by Price a Good Strategy?
No, it’s not. Sorting products in ascending or descending price order isn’t effective because it draws all the attention to the discounts rather than the products themselves. Shoppers may skip over items with lower discount percentages without even considering their value.
- How Should Products Be Arranged on a Black Friday Sale Page?
The best approach is to arrange products randomly. This way, users are focused on the products and their benefits rather than just the price tags. Your strategy should emphasize the usefulness and quality of the products first, and then highlight the discounts as an added benefit.
Encourage users to appreciate how valuable the items are by showing them the products’ benefits and features. Once they see the quality, the discounts become more appealing. Remember, Black Friday is about more than just slashing prices—it’s about showcasing the value behind the deals.
Section 3 – Forms should be there
For customers landing on your Black Friday Deals Page, it’s essential to collect their data—name, phone number, and email address. This information is invaluable for future marketing efforts. You can use it to run targeted email marketing campaigns, offer personalized deals, and keep your customers engaged year-round.
But it doesn’t stop there. By collecting this data, you also have the opportunity to build customer loyalty. You can follow up with a quick phone call or email to ask how they liked your product or service, ensuring a positive experience. This personal touch can go a long way in nurturing long-term customer relationships.
Section 4 — The Footer with All the Information
Your footer plays a crucial role in guiding users to explore more than just your Black Friday Deals. It should include essential navigational links that help visitors easily find other important sections of your website. Think of it as a map to the rest of your online store.
While the Black Friday page is the focal point, you don’t want users to only browse through those deals. A well-structured footer should include:
- Links to Other Sales: Highlight other ongoing promotions or seasonal offers.
- Categories or Product Collections: Make it easy for users to explore your entire range of products.
- Contact Information and Support: Ensure users can quickly reach customer service if they have questions.
- Shipping and Return Policies: Provide transparency and build trust with clear policies.
- Social Media Links: Encourage users to connect with you on social platforms for future updates and promotions.
This ensures visitors can easily navigate through your site, increasing the likelihood of making a purchase and keeping them engaged even after Black Friday.
Keyword Optimization
SEO is all about ranking organically, and to achieve that, you need to focus on a well-planned keyword strategy. While generic keywords are essential, you should also target product-specific keywords to capture more focused traffic.
Here are some examples of generic keywords related to Black Friday:
- black friday deals Canada – 10k searches
- black friday deals – 22k searches
- black friday 2024 Canada – 1.1k searches
- black friday canada – 23k searches
However, don’t stop there. To maximize your SEO efforts, you need to work on product-specific keywords. For instance, if you’re selling clothing, you should target terms like:
- black friday clothing deals Canada
- black friday fashion sales 2024
- men’s jackets black friday deals
- women’s dresses black friday sale
- black friday discounts on winter wear
These long-tail, product-focused keywords will not only help you rank for broader Black Friday searches but also attract potential customers actively looking for the specific products you offer.
- Ensure Your Website is Running Smoothly
Before making a purchase, many customers will first check your website to determine if you’re a reliable and trusted seller. Your website plays a critical role in convincing them of your credibility. A slow-loading or poorly functioning website can create the impression that you’re untrustworthy, potentially deterring customers from buying. Worse, it can make you seem like a scammer just collecting orders without any intention of delivering products.
To avoid this, make sure your website performs flawlessly, particularly from the perspective of Core Web Vitals—Google’s standard for user experience, which includes metrics like loading speed, interactivity, and visual stability. A smooth, fast website builds trust and reassures customers that you’re a professional, reliable business ready to deliver on your promises.
- Your Customer Support Team Should Be Available 24/7
On Black Friday and Cyber Monday, ensure your customer support team is available 24/7 to address any shopper queries. Whether customers need information about offers, or product details, or have concerns, your team should be ready to assist in real time. Prompt and helpful support not only resolves customer issues but also enhances their shopping experience, increasing the chances of conversions and repeat business.
What Offers Can You Run on Black Friday and How to Decide Which Offers to Leverage?
Black Friday is all about attracting shoppers with irresistible deals. But with so many options, how do you choose the right offers to run? Here are some common offer types and strategies to help you decide which ones to leverage:
Types of Offers You Can Run:
Percentage Discounts: These are the most common and effective Black Friday deals. You can offer flat percentages off your entire store or specific product categories. For example:
=> Up to 50% off on all items.
30% off on select categories (like electronics or fashion).
=> Buy One, Get One Free (BOGO):
This strategy works well for increasing order sizes and clearing inventory. It encourages customers to purchase more to maximize their savings.
- Buy 1, Get 1 Free on selected items, Or Buy 2, Get 1 Free across the store.
=> Free Shipping:
High shipping costs can be a deal-breaker, so offering free shipping—especially with no minimum purchase—can attract budget-conscious shoppers.
- Free Shipping on all orders.
- Free Shipping on orders over $50.
=> Exclusive Gifts:
Entice shoppers by offering a free gift with their purchase. This can be particularly effective with higher-priced items.
- Free gift with every purchase over $100.
- Get a complimentary accessory with select products.
Bundle Deals: Package complementary products together at a discounted price to increase the perceived value and encourage bigger purchases.
- Bundle and save 20% on holiday gift sets.
- Buy a phone and get 30% off accessories.
- Time-Limited Flash Sales:
Create urgency by offering steep discounts for a limited time, like a few hours or a day. This keeps shoppers coming back throughout the event.
- 50% off for the first 100 customers.
- Flash sale: 40% off between 12–3 PM.
How to Decide Which Offers to Leverage?
Use these insights to decide what to discount:
Look at your past sales data to identify which products were most popular or underperformed.
- Popular items with moderate discounts can generate excitement.
- Slow-moving inventory can be pushed with deeper discounts.
Choose offers that won’t eat into your profit margins:
While offering massive discounts may attract more customers, it’s essential to consider profitability.
Tailor your offers to what your audience values most:
For instance, millennials may prefer exclusive gifts and experiences, while budget-conscious shoppers might prioritize deeper discounts or free shipping.
Don’t stick to just one type of deal:
A mix of percentage discounts, BOGO offers, and free shipping can cater to different customer preferences and maximize your reach.
PPC
Using SEO Landing Pages for PPC Campaigns on Black Friday
The landing pages you’ve created for your SEO strategy can be repurposed for your PPC campaigns as well. But when it comes to PPC strategy during Black Friday, certain tactics can help you gain a competitive edge.
Black Friday is all about securing higher visibility on the SERP (Search Engine Results Page). Shoppers are aware that offers and discounts are everywhere—they just need to find the one that suits them best. There’s a sense of urgency; customers know that if they don’t act fast, the deals may disappear within hours or even minutes.
So, it’s not just about the size of your discount; it’s about how visible your brand is online. Here are a few tips to help you improve your PPC strategy for Black Friday:
Bid Aggressively for High-Intent Keywords
Black Friday is a highly competitive time, so consider increasing your bids on high-intent keywords, especially those directly tied to purchases (e.g., “buy now,” “Black Friday deals on [product]”). Higher bids will help you secure prime positions in the SERPs, which is crucial during such a fast-paced shopping event.
How do you decide when to increase or reduce bids during Black Friday Sales?
- Look at previous Black Friday or similar seasonal event data to understand how certain keywords performed in terms of conversions, cost per click (CPC), and return on ad spend (ROAS). If certain keywords had high conversion rates, they might warrant higher bids this year.
- Use tools like Google Auction Insights or other PPC competitive analysis tools to see how much your competitors are bidding. If they are outbidding you and getting top placements, consider increasing your bid.
- Increase bids for audiences that have shown interest in your products before, such as through remarketing lists. If you know these users are more likely to convert, it makes sense to bid higher.
- During Black Friday, prices and competition can change quickly. If your CPC is high but your conversion rate remains steady, this might justify an increased bid. If CPC rises but conversions are dropping or remaining stagnant, reduce bids to avoid overspending.
- Set bid limits based on how much you can spend on a click and still make a profit. A good rule of thumb is to keep your bid at or below your target Cost per Acquisition (CPA). If your CPA is too high for a specific keyword, reduce the bid to avoid eroding profits.
- Use ROAS (Return on Ad Spend) as a guiding metric. If certain keywords have a high ROAS, you can afford to increase the bids. If ROAS is too low, reduce the bid to focus on more profitable traffic.
- Consider using Google’s automated bidding options like Target CPA or Target ROAS during Black Friday. These strategies automatically adjust your bids to hit your desired goals, helping you maintain balance in a fast-moving environment. Monitor these automated campaigns closely to ensure they are performing optimally, especially when traffic fluctuates during Black Friday.
- Increase bids during peak shopping hours when traffic is highest (e.g., morning or evening on Black Friday). If you notice certain times of the day are less effective, reduce bids or turn off ads during those hours.
Create urgency by incorporating countdown timers into your PPC ads
These countdowns show shoppers how much time is left before your deals expire, encouraging faster decisions. You can use Google Ads’ countdown customizer to implement this feature.
Steps to Implement Countdown Customizers
- Create a Campaign or Ad Group: Ensure you have a campaign or ad group set up in your Google Ads account.
- Write Your Ad Copy: Create your ad copy, including placeholders for the countdown. For example: “Hurry! Only [countdown] left to shop Black Friday deals on [product].”
- Create a Countdown Customizer:
-
- Navigate to the Tools & Settings tab in your Google Ads account.
- Click on Shared Library and select Customizers.
- Click the + button to create a new customizer.
- Give your customizer a name (e.g., “Black Friday Countdown”).
- Select Countdown as the type.
- Set the End Date to the exact time your Black Friday deals will expire.
- Choose the Time Zone that applies to your campaign.
- Insert the Countdown into Your Ad:
-
- Go back to your ad and replace the placeholder with the countdown customizer.
- Use the following syntax: {=countdown:Black Friday Countdown} (Replace “Black Friday Countdown” with the actual name of your customizer).
- Preview and Save: Preview your ad to ensure the countdown is displaying correctly. Once satisfied, save your changes.
Target Shopping Ads for Product Visibility
Google Shopping Ads are a powerful tool for showcasing products directly on the search results page with visuals. Make sure your product feed is optimized with accurate information and eye-catching images to stand out in a crowded space. Consider creating custom labels to prioritize your Black Friday-specific promotions.
Segment Audiences for Remarketing
Use remarketing campaigns to target customers who have previously visited your site but didn’t make a purchase. Offer them exclusive Black Friday deals to encourage conversions. Also, leverage RLSA (Remarketing Lists for Search Ads) to adjust your bids for users already familiar with your brand.
Create Black Friday-Specific Ad Copy
Your ad copy should reflect the urgency and exclusivity of Black Friday. Use phrases like “Limited Time Offer,” “Ends Soon,” “Exclusive Black Friday Deals,” or “While Supplies Last.” Make sure to emphasize the value proposition and what makes your offer stand out.
How to Create Killer Ad-Copies to Stand Out in Black Friday Sales?
Understand Your Audience
Audience: Budget-conscious shoppers looking for significant discounts.
Example: “Don’t Miss Out – Save 50% on Best-Selling Items!”
Highlight Urgency
Example: “Limited Time Only – Black Friday Prices End in 24 Hours!”
Emphasize Exclusivity
Example: “Exclusive Black Friday Sale – Up to 60% Off on Premium Brands!”
Showcase the Value Proposition
Example: “Get a Free Gift with Every Purchase Over $75 – Black Friday Special!”
Include a Strong Call to Action (CTA)
Example: “Shop Now and Save Big – Click Here to Grab Your Deal!”
Keep It Concise and Engaging
Example: “Black Friday Blowout – Save Big on Top Items. Limited Quantities!”
Use Eye-Catching Visuals
Example: [Image of a countdown timer with “24 Hours Left!”]
Text: “Hurry – Last Chance for 50% Off! Shop Now!”
Test Different Variations
Version A: “Black Friday Flash Sale – 40% Off Sitewide! Ends Midnight!”
Version B: “Exclusive Black Friday Offer – 30% Off All Orders! Limited Time!”
Monitor and Adjust
Example: “Noticing low CTR on Version A? Switch to Version B’s CTA and re-test.”
- Schedule Ads Strategically
Set your ads to run during peak shopping times, especially the days leading up to and including Black Friday and Cyber Monday. Consider using dayparting to display your ads during high-conversion periods when shoppers are most active.
- Optimize for Mobile
A large portion of Black Friday shopping happens on mobile devices. Make sure your PPC ads and landing pages are mobile-friendly, with fast load times and easy navigation to maximize conversions from mobile traffic.
- Test Ad Variations Before Black Friday
Run A/B tests on your ad creatives, copy, and landing pages ahead of time to determine which elements are driving the best results. Use this data to optimize your Black Friday campaigns for maximum performance.
- Monitor and Adjust in Real-Time
During Black Friday, stay agile and monitor the performance of your ads closely. Be prepared to adjust bids, keywords, or budgets in real time based on what’s working. Competitor activity can shift rapidly, so keep an eye on the landscape and be ready to adapt.
Content Marketing
For a successful content marketing strategy, especially during high-impact periods like Black Friday, follow these key steps:
Create a Content Calendar
Plan: Schedule content leading up to and during Black Friday.
Example:
- November 1-10: Blog posts on “Top Black Friday Deals Sneak Peek.”
- November 11-20: Social media teasers and email newsletters.
- November 21-30: Daily updates on deals, exclusive offers, and last-minute shopping tips.
Develop Compelling Content
Types: Include blog posts, videos, infographics, social media updates, and email newsletters.
Examples:
- Blog Post: “Ultimate Guide to Black Friday Shopping – Tips & Tricks.”
- Video: “Black Friday Countdown – Preview of the Best Deals.”
- Infographic: “5 Black Friday Shopping Mistakes to Avoid.”
Don’t Miss Leveraging SEO Best Practices
Optimize: Use relevant keywords related to Black Friday deals and shopping.
Example: Optimize your blog posts with keywords like “Black Friday discounts,” “best Black Friday deals,” and “limited-time offers.
Promote Across Channels
Channels: Share your content on social media, email newsletters, and your website.
Examples:
Social Media: Post updates and exclusive offers on platforms like Instagram, Facebook, and Twitter.
Engage and Interact
Engagement: Encourage interaction through comments, shares, and user-generated content.
Example: Run a Black Friday contest asking users to share their favourite deals for a chance to win a gift card.
Adjust Strategy Based on Feedback
Optimization: Use insights from performance data to refine your content strategy.
Example: If a particular type of content (e.g., videos) performs better, increase the focus on that format.
Conclusion
To make the most of Black Friday and Cyber Monday, it’s crucial to implement a comprehensive marketing strategy that spans SEO, PPC, and content marketing. Optimize your landing pages, bid aggressively on high-intent keywords, and create compelling content that resonates with your audience. At Kinex Media, we specialize in crafting tailored strategies to elevate your brand’s visibility and drive conversions during these peak shopping periods. Contact us today to partner with experts who can help you stand out in the crowded BFCM marketplace and achieve outstanding results.