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29.11 Black Friday (Czarny Piątek) w USA

[ Edytowane ]
Magister ✭ ✭ ✭

Witajcie, 

 

jeśli ktoś z Was prowadzi kampanie AdWords także w USA, to warto pamiętać, że w ten piątek rozpocznie się tzw. Black Friday, czyli piątek szalonych zakupów i promocji, który rozpoczyna w Stanach Zjednoczonych okres świątecznej gorączki zakupowej. 

 

Załączam informacje, jak zoptymalizować feedy w Menchant Center i reklamy z listą produktów specjalnie na ten dzień. Niestety na chwilę obecną tylko w języku angielskim. 

 

 Google Shopping Best Practices for Black Friday

Campaign Best Practices

 

  1. Create a new Black Friday campaign with a high or unlimited budget.
  2. Bid aggressively on Black Friday items.

 a) Option 1 - In your data feed, label promotional items “Black Friday” in the AdWords Labels attribute. In AdWords, create a product target for adwords_labels=Black Friday and bid up. Note: make feed changes one week before and product target a few days before Black Friday to allow processing time.

 

 b) Option 2 - Create individual ID-level product targets with high bids for each of your best-selling or promotional items (e.g. id=1234, id=5678, etc.). This method requires no changes to your feed.

 

 c) Option 3 - Raise bids on existing product targets for promotional and/or bestselling items.

 

3. Set a high mobile bid adjustment to target shoppers on all devices.

 

4. Set an All Productstarget as a catch-all to capture traffic on your full inventory. This target should:

 

a) Have the lowest bid of all PLA targets.

 

b) Not have campaign-level filters (i.e. in Ad extensions tab, product extension should target “all products”).

 

 5. Add or update promotional text for relevant ad groups with Black Friday-specific promotions.

 

                                                          Data Feeds Best Practices

 

  1. If you are concerned about your Black Friday items going out of stock quickly, be prepared to update your data feed multiple times each day (daily limit: 4 uploads).

2. To help shoppers browsing and purchasing on-the-go, ensure your feed accurately directs to your mobile site - specify mobile URLs in the adwords_redirect attribute.

 

3. Submit sale prices and dates in your feed using the sale_price and sale_price_effective_date attributes - include the time zone in the sale_price_effective_date value to ensure accurate timing.

 

4. Do not add "black friday" to titles and descriptions - changing these attributes will trigger a re-review which can block items from showing for 48 hours; additionally, items could be suspended for violating editorial guidelines which prohibit promotional text in titles.

 

5. Review your Data Quality tab for any issues that may prevent products that will be important for Black Friday from showing.

 

Pozdrawiam,

KarolinaP