Black Friday, and now Black Week, have established themselves as (very) high points in terms of sales. The French have taken a liking to them, and it’s important for e-tailers to get their act together to succeed in a short, highly competitive period. To this end, we’ve outlined three quick and easy actions you can take to maximize your presence on Black Friday’s audience hubs.
Action 1: Black Friday builds on solid foundations
Communicating offers to partners
The first thing to do: prepare a document (one page) that summarizes all your dedicated Black Friday offers. It must be clear, unique, complete and dated. This document will generate greater commitment from your partners. For example, the editors of media sites will be able to anticipate their production, and this can sometimes lead to free articles.
Stock information
For Black Friday, it’s all about optimizing traffic and sales over a very short period. So real-time stock management is essential. You need to keep your partners and, if possible, your customers informed of stock levels (by including this information in the product flow). This will help you avoid unnecessary traffic acquisition costs, retargeting on products that are sold out, frustration and refund management.
Optimize product flows
Optimizing your product flow is crucial to your Black Friday success. Many partners will use it to distribute your offers: comparators, CSS partners, shopping guides, retargeting partners, and so on. And a good feed is better distributed, which has a strong long-term impact.
Action 2: Pay CSS partners more for Black Friday
Your Google Shopping partners will take a risk for you when it comes to advertising your products. This is because they pay on a CPC basis, and are remunerated on a CPA basis according to sales achieved. The remuneration they receive therefore has a direct impact on their ability to display your products. What’s more, CSS players make precise projections based on their predictive models. To give you an idea of the benefits of increased remuneration, here’s an example of a CSS partner’s CPA promise:
– Standard remuneration at 2% CPA, i.e. a forecast of 83,947 clicks for €70,879 in sales.
– Promise: with a 2-point increase in remuneration, i.e. remuneration at 4%: 170,000 clicks and €143,650 in sales.
– The promise was far exceeded, with a final result of €226,000 in sales for 113,000 clicks.
Action 3: Promote Black Friday promotions on dedicated sites and spaces
Some sites are extremely well positioned in terms of SEO on Black Friday and capture a lot of traffic. For these converters, pages dedicated to Black Friday feature special offers. They offer, for example, customized packages to set up a complete and profitable MEA plan. Media and thematic portals are also converters, offering good deals in the form of articles.
These highlights will help you gain visibility with a qualified audience (looking for bargains and ready to buy) and, ultimately, increase your traffic and generate sales.
