Black Friday and Cyber Monday have been and gone – but did they make the impact we all expected? Tom Kwei has the answers – plus more news and advice from the world of paid search.
Kenshoo’s Chris Costello has been watching British football matches. And through the magic of a Spurs vs Everton match, he learnt that people in the UK had suddenly cottoned on to this Black Friday thing.
For those of us here in the UK, it’s easy to guess – on an anecdotal level – that search ad spend probably skyrocketed on Black Friday. But Chris Costello has the numbers, and they’re big numbers.
Here’s a quick summary of Chris’s findings:
Needless to say, it seems like Black Friday is here to stay on these shores.
To truly take advantage of big retail events like Black Friday, PPC advertisers have to adapt their ads to reflect the day's excitement. This means changing ad text and extensions, and highlighting special offers that are unique to that day.
You might be thinking: “OK. That's easy enough for multinational conglomerates with countless staff to manage their campaigns. But what about the little guys, who have to manage complex accounts without bags of time or a huge workforce?”
Well, it seems even the big guns misfire from time to time. Or so suggests a report published yesterday by Search Engine Land’s Lisa Raehsler.
Lisa looked at five of the top trending toys, devices and apparel from Google’s recent blog post about mobile usage on Black Friday. These were:
She examined the top-ranked ads in Google searches for each of these terms, and found that many household names were failing to optimise their ads as well as they could.
Of the six brands she covered, only two – Best Buy and Toys ‘R’ Us – mentioned Black Friday in their ads. Apple, L.L. Bean, Kohl’s, American Girl and Kmart failed to make any mention of Black Friday offers.
Working in PPC means being creative and imaginative, as well as being reasoned and analytical. However, sometimes it’s hard to get those creative fires burning, especially when you’ve been working on an account for some time.
You can’t force creative thinking. But you can give your brain a push in the right direction – and a great place to start is Pauline Jakober’s list of tips to battle creative block (or as she calls it, the ‘PPC Plateau’).
Jakober’s tips are designed for accounts that are performing well, but could do with a bit of ‘rousing up’. Here’s a summary:
When work stacks up, you need to find a way to lighten the load. Unnecessary admin only eats away at your time and gets in the way of great results.
Joseph Kerschbaum at Search Engine Watch has some time-saving tactics to streamline your workflow and make your account work at its best.
Here’s a brief rundown of his recommendations:
Try this blog out for size: 4 PPC Ads That Show Up in All the Wrong Places.