Complete Remarketing Guide to Increase Sales on Black Friday
Posted: Tue Dec 24, 2024 8:12 am
Amid intense competition, remarketing emerges as a powerful tool to remind consumers of offers, encourage purchasing decisions and win back visitors who almost closed deals.
This complete guide to Black Friday remarketing will help you use this technique to capture your audience's attention and maximize sales.
What is remarketing and why is it essential on Black Friday?
Remarketing is a digital advertising strategy that aims to re-reach those users who have previously interacted with your website or content but have not yet made a purchase. During Black Friday, consumers visit many websites and interact with multiple brands, making them susceptible to distractions. This is where remarketing comes in, targeting ads to remind consumers of your brand and your exclusive offers.
Remarketing is essential on Black Friday because:
Reinforces brand presence in a period of high competition
Increases the chances of conversion, as the target audience has canada whatsapp number database shown interest
Keep your brand in the spotlight while consumers evaluate their options
Types of remarketing to use on Black Friday
There are several ways to implement remarketing to effectively reach potential customers. Below are some of the most recommended types for Black Friday.
Display remarketing
Display remarketing uses banner ads on websites, social networks, and apps that are partners of the Google Display Network or Facebook Audience Network to keep your brand visible to consumers. During Black Friday, this visual approach is especially effective because it allows you to showcase product images, limited offers, and exclusive discounts.
Tip: Use eye-catching banners with countdowns and phrases like “Last chance!” to create a sense of urgency.
Video Remarketing
Video ads, displayed on platforms like YouTube, are an engaging way to reach consumers. During Black Friday, you can create short videos that highlight key deals or showcase customer testimonials to build trust in your brand.
Tip: Keep videos short (less than 15 seconds) and to the point, focusing on a specific offer or the unique features of your Black Friday promotion.
Dynamic remarketing
Dynamic remarketing is a powerful tool, especially for e-commerce businesses. It displays personalized ads for specific products that a visitor has viewed or added to their cart but not purchased. This allows the brand to “chase” potential customers with personalized ads, reminding them of the exact product that sparked their interest.
Tip: Add exclusive discounts or offer special conditions, such as free shipping, to encourage purchase completion.
Email Remarketing
Email is an effective way to stay in touch with customers who have visited your website or even added products to their cart but haven’t completed their purchase. During Black Friday, remarketing email campaigns can include reminders about products in the cart, exclusive discounts, and even a countdown to the end of the sale.
Tip: Create an email sequence that includes abandoned cart reminders, personalized offers, and one last reminder before the promotion ends.
Segmentation and personalization: key to success in Black Friday remarketing
A successful remarketing campaign starts with precise targeting. Here’s how to target and personalize your remarketing for Black Friday:
Behavior-based segmentation
Divide website visitors into segments based on their behavior:
Website visitors: Those who visited the website but did not view specific products.
Product Viewers: People who visited specific product pages.
Abandoned carts: users who added products to their cart but did not complete the purchase.
This segmentation allows you to send more targeted messages that speak directly to the customer's stage in the sales funnel.
Personalizing ads and offers
Personalization is key. For example:
For website visitors, highlight general Black Friday deals and encourage them to explore.
For product viewers, show ads for the exact product, with messaging that reinforces its benefits.
For abandoned carts, send an ad with a special offer (e.g. extra discount or free shipping) to encourage purchase.
Structuring an Effective Remarketing Campaign for Black Friday
1. Define your goals and target audience
Before you start, define what you want to achieve with your campaign: increase sales of a specific product, reduce abandoned carts, or attract visitors to learn more about your offers? This will help you personalize your messages and choose the right type of remarketing.
2. Prepare compelling creatives with a sense of urgency
During Black Friday, campaigns need to stand out from the crowd. Create visually appealing ads that convey urgency. Use countdowns, callouts like “Get it now!” and “Limited availability” to motivate action.
3. Set an adequate budget
Black Friday is a highly competitive time, and advertising costs can increase. So, adjust your budget to ensure that your ads are displayed during the most critical period, especially in the week and days leading up to the event.
4. Test different messages and layouts
It’s important to test different creatives to understand what works best. This includes testing headlines, colors, and even image sizes to see what drives the most engagement and conversions. During Black Friday, speed is of the essence, so run quick tests and adjust as needed.
5. Use screen time strategically
Ad frequency is essential to prevent consumers from feeling “persecuted” by the brand. Choose a reasonable interval and reduce the frequency of ads after Black Friday, redirecting to post-sale campaigns or end-of-year promotions.
This complete guide to Black Friday remarketing will help you use this technique to capture your audience's attention and maximize sales.
What is remarketing and why is it essential on Black Friday?
Remarketing is a digital advertising strategy that aims to re-reach those users who have previously interacted with your website or content but have not yet made a purchase. During Black Friday, consumers visit many websites and interact with multiple brands, making them susceptible to distractions. This is where remarketing comes in, targeting ads to remind consumers of your brand and your exclusive offers.
Remarketing is essential on Black Friday because:
Reinforces brand presence in a period of high competition
Increases the chances of conversion, as the target audience has canada whatsapp number database shown interest
Keep your brand in the spotlight while consumers evaluate their options
Types of remarketing to use on Black Friday
There are several ways to implement remarketing to effectively reach potential customers. Below are some of the most recommended types for Black Friday.
Display remarketing
Display remarketing uses banner ads on websites, social networks, and apps that are partners of the Google Display Network or Facebook Audience Network to keep your brand visible to consumers. During Black Friday, this visual approach is especially effective because it allows you to showcase product images, limited offers, and exclusive discounts.
Tip: Use eye-catching banners with countdowns and phrases like “Last chance!” to create a sense of urgency.
Video Remarketing
Video ads, displayed on platforms like YouTube, are an engaging way to reach consumers. During Black Friday, you can create short videos that highlight key deals or showcase customer testimonials to build trust in your brand.
Tip: Keep videos short (less than 15 seconds) and to the point, focusing on a specific offer or the unique features of your Black Friday promotion.
Dynamic remarketing
Dynamic remarketing is a powerful tool, especially for e-commerce businesses. It displays personalized ads for specific products that a visitor has viewed or added to their cart but not purchased. This allows the brand to “chase” potential customers with personalized ads, reminding them of the exact product that sparked their interest.
Tip: Add exclusive discounts or offer special conditions, such as free shipping, to encourage purchase completion.
Email Remarketing
Email is an effective way to stay in touch with customers who have visited your website or even added products to their cart but haven’t completed their purchase. During Black Friday, remarketing email campaigns can include reminders about products in the cart, exclusive discounts, and even a countdown to the end of the sale.
Tip: Create an email sequence that includes abandoned cart reminders, personalized offers, and one last reminder before the promotion ends.
Segmentation and personalization: key to success in Black Friday remarketing
A successful remarketing campaign starts with precise targeting. Here’s how to target and personalize your remarketing for Black Friday:
Behavior-based segmentation
Divide website visitors into segments based on their behavior:
Website visitors: Those who visited the website but did not view specific products.
Product Viewers: People who visited specific product pages.
Abandoned carts: users who added products to their cart but did not complete the purchase.
This segmentation allows you to send more targeted messages that speak directly to the customer's stage in the sales funnel.
Personalizing ads and offers
Personalization is key. For example:
For website visitors, highlight general Black Friday deals and encourage them to explore.
For product viewers, show ads for the exact product, with messaging that reinforces its benefits.
For abandoned carts, send an ad with a special offer (e.g. extra discount or free shipping) to encourage purchase.
Structuring an Effective Remarketing Campaign for Black Friday
1. Define your goals and target audience
Before you start, define what you want to achieve with your campaign: increase sales of a specific product, reduce abandoned carts, or attract visitors to learn more about your offers? This will help you personalize your messages and choose the right type of remarketing.
2. Prepare compelling creatives with a sense of urgency
During Black Friday, campaigns need to stand out from the crowd. Create visually appealing ads that convey urgency. Use countdowns, callouts like “Get it now!” and “Limited availability” to motivate action.
3. Set an adequate budget
Black Friday is a highly competitive time, and advertising costs can increase. So, adjust your budget to ensure that your ads are displayed during the most critical period, especially in the week and days leading up to the event.
4. Test different messages and layouts
It’s important to test different creatives to understand what works best. This includes testing headlines, colors, and even image sizes to see what drives the most engagement and conversions. During Black Friday, speed is of the essence, so run quick tests and adjust as needed.
5. Use screen time strategically
Ad frequency is essential to prevent consumers from feeling “persecuted” by the brand. Choose a reasonable interval and reduce the frequency of ads after Black Friday, redirecting to post-sale campaigns or end-of-year promotions.