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Black Friday

Black Friday is arguably the biggest shopping day, with stores earning 3 times as much revenue versus a regular week. And the phenomenon is growing, now extending from Black Friday to include Black Week and even Black Month.

Rasmus Jacques
- PPC specialist
Last updated: Oct 27, 2023

What is Black Friday?

Black Friday is the Friday after the American harvest festival, Thanksgiving. Black Friday is an annual shopping carnival where stores across the country offer insane discounts that can make even the most reluctant shopper jump for joy.

The name "Black Friday" originated in Philadelphia, USA, and was first used to describe the traffic disruption that occurred on the day due to the large amount of people out shopping and preparing for Christmas. 

Today, the term is more commonly associated with the time when retailers go from having negative (red) numbers on their balance sheets to having positive (black) numbers due to the high revenue from sales.

Black Friday has become a global event, and while it was originally most popular in the US, stores and consumers from many other countries now participate in the tradition. 

However, due to the high demand, it's important to be aware that Black Friday can be characterized by long lines, crowds and sometimes even sold-out items, so it's a good idea to have a plan and perhaps check out the best deals in advance if you're considering participating.

Black Friday - what is it?

Our SEO-takes on Black Friday

Keyword optimizationIdentify the most relevant keywords and phrases for the Black Friday content on your website. Use these keywords strategically in your titles, headlines and body copy to increase your visibility in Google search results.

Create landing pages: Create dedicated landing pages for Black Friday deals, promotions and products. This makes it easier for visitors to find what they're looking for and improves your site's rank in search results. Also, make sure your website is mobile-friendly, as around 57% of users search and shop on mobile.

Link buildingYour landing page's visibility on Google also depends on the number and quality of links pointing from other websites to yours. These links act as recommendations for your site and send strong signals to Google about its quality and relevance. Links can be obtained through purchases or naturally when others decide to link to your content, for example through sponsored content, collaborations or guest blogging.

Our Google Ads takes on Black Friday

Create specific ads: By creating separate Black Friday campaigns, your sales message will target the event more specifically, which will improve conversion rates. 

Furthermore, it also allows you to isolate your Black Friday ad data for evaluation. Without separate ads, other ads can be negatively affected, especially if smart-bidding is used, as the algorithm can be affected by the changing behavior on the day.

Get ahead of the game: Advertisers are busy in the days leading up to Black Friday, including Google, who must manually approve ads. Therefore, you should expect the approval process to take longer than the usual 24 hours. Our take is to submit the ads a week before.

Disable other ads: In the days around Black Friday, consumers' attention is focused on the great Black Friday deals and their buying behavior is focused on this. Therefore, we recommend disabling regular ad campaigns during this period to avoid wasting ad budget. Unless your business offers products or services that are not normally part of the Black Friday deals.

Google Shopping: Update your Google Shopping feed accurately so that prices always reflect the actual prices on Black Friday and the day after. Avoid consumers seeing incorrect prices that may be either higher or lower than your actual prices on your online store. If necessary, make manual updates as automatic updating may not be sufficient.

When should I start planning?

Planning is key to success, especially when it comes to big events like Black Friday. The question of when to start planning is important to ensure successful execution. Although Black Friday falls in late November, it's wise to start planning much earlier. 

By October, you should already have your offers defined, your marketing strategy in place and be thinking about how you will market yourself on social media. At the same time, it's a good idea to think about other strategies that can help you make the most of this big shopping day.

The earlier you start, the more carefully you can plan and the greater the chance of a successful Black Friday.

Get even smarter and increase your online presence

Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.

Learn more at Webamp Academy.

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