Black Friday is one of the most significant shopping events of the year, and it presents a tremendous opportunity for your business to boost sales and engage with new as well as returning customers.

In today’s digital age, programmatic advertising has become an essential component of any successful marketing strategy.

To ensure your Black Friday programmatic campaign stands out whilst delivering a high return on investment, it’s crucial to create a well-thought-out strategy.

In this blog, we will guide you through the steps of planning a successful Black Friday programmatic campaign.

Define Your Goals and Objectives

Google is the world’s most popular search engine, with billions of searches conducted daily. By advertising on Google, your business can tap into this vast audience and gain global reach and visibility. Whether you are a small local business or an international corporation, Google Advertising allows you to showcase your products or services to users across the globe. This unparalleled exposure can drive relevant traffic to your website, giving you a competitive edge in the digital landscape.

Understand Your Target Audience

Knowing your target audience is fundamental to the success of your programmatic campaign. Utilise data and analytics to create detailed customer personas, including demographics, interests, and online behaviour. 

This information will enable you to craft personalised ad messages that resonate with your audience.

Budget Allocation

Determine how much of your Black Friday budget you would like to allocate to your programmatic campaign. 

Programmatic advertising can be cost-effective, but it’s essential to remember that funds need to be strategically split across different channels, such as display ads, video ads, social media, and search. Be prepared to adjust your budget based on how well each channel performs.

Creative Content

Create compelling and eye-catching ad creatives that align with your Black Friday promotions. Ensure your visuals and messaging are consistent across all channels to maintain brand coherence. 

Use dynamic creative optimization (DCO) to personalise ads based on user behaviour and preferences.

Choose the Right Platforms

Select the programmatic advertising platforms and networks that align with your campaign goals and target audience. 

Google Ads, Facebook Ads, and DSPs (Demand-Side Platforms) like AdRoll and The Trade Desk are popular choices. Diversify your ad placements to maximise reach.

Optimise Landing Pages

The effectiveness of your programmatic campaign also depends on the quality of your landing pages. 

Create dedicated Black Friday landing pages that are mobile-friendly, fast-loading, and optimised for sales. Ensure that they align with the ad messaging to provide a seamless user experience.

Implement Retargeting

Leverage retargeting to re-engage with users who have previously interacted with your website or ads. 

These audiences will include users such as; people who have added products to their cart, initiated checkout, or purchased a product. This can significantly improve your conversion rates during the Black Friday season.

A/B Testing

Continuously monitor and optimise your programmatic campaign using A/B testing. Experiment with different ad creatives, messaging, and targeting parameters to identify what works best for your audience.

Set Up Tracking and Analytics

Implement robust tracking and analytics tools to measure the success of your Black Friday programmatic campaign. 

Monitor key performance indicators (KPIs) such as click-through rates (CTR), conversion rates, return on ad spend (ROAS), and overall ROI. Use these learnings to make data-informed optimisations and improvements to your campaign’s strategy.

Plan for Mobile

With the increasing use of smartphones for online shopping, ensure that your programmatic campaign is mobile-responsive. 

Optimise ad formats and landing pages for mobile devices to capture the growing mobile audience.

Final Thoughts

Planning a successful 2023 Black Friday programmatic campaign requires careful preparation, targeting the right audiences, and constant optimisation.

By following these steps, you can create an effective programmatic campaign that not only drives sales but also enhances your brand’s visibility and engagement during this highly competitive shopping season.

Remember to adapt and stay agile in response to changing consumer behaviours and market trends to make the most of Black Friday 2023.

How Bidmark Can Help You

Our programmatic agency in Leeds helps SMEs and young brands deliver results that matter via performance-focused Programmatic Display marketing campaigns.

Contact our team of specialists to see how we can help with your programmatic advertising needs.