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Nov 13

Cyber Monday advertising strategies: Black Friday weekend, part two

You’ve got a few good digital advertising campaigns all set up to run through Black Friday, so you must be good to go, right? Not so fast! There’s a little more work left to do, considering the staggering number of consumers who will be shopping online this holiday season. Cyber Monday advertising strategies should immediately follow Black Friday, as well as that ever-important (but often forgotten) Retargeting Tuesday.

If this is the first time you’ve heard of Retargeting Tuesday, no worries, we’ll bring you up to speed. This strategy is largely overlooked, yet vital to your digital advertising plan if you want to reap even more monetary benefits of the biggest eCommerce holidays of the year. Below, a few ways to keep those sales coming in even after the weekend is over.

If you missed it, learn about Black Friday advertising strategies in part one of our series: Advertising Strategies pt. 1: Black Friday.

Implement these post-Black Friday tips to make the most out of your Retargeting Tuesday & Cyber Monday advertising strategies.

Cyber Monday advertising strategies: Target self-givers

The National Retail Federation (NRF) is encouraging businesses to advertise to those will “treat themselves,” and considering how about 70% of shoppers have admitted to buying themselves a gift or two of their own during the holidays, this could be a great way to get creative with your digital advertising and reach a new audience throughout the weekend, and especially on Cyber Monday. Keep an eye on your click-through rate (CTR) and turn off any lower performing ads to keep your costs as low as possible. Cheat sheet: the industry average CTR is 0.07. Anything higher than this is a great number. If it’s below, try playing around with different creatives and/or messaging.

It’s obvious: Retargeting is king

Retargeting is a tool designed to help reach the 98% of consumers who don’t convert (buy, sign up, download, etc.) right away. By placing the Choozle Smart Container Tag on your website, you’re able to retarget consumers in your digital advertising who have reached certain pages on your website, AKA conversion events. Set up events in your campaigns that retarget those, for example, who have reached the shopping cart or “thank you for your purchase” page over the weekend to encourage further conversions and/or increased brand loyalty.

Some ideas for your digital advertising: a limited-time complimentary workbook, gift card with purchase, free month of an online service, shopping incentive in December for a November purchase, etc. Don’t forget to keep this trend going all the way through the end of the year – just because the holidays are over, doesn’t mean everyone is done shopping!

Time matters

Of course, this applies to all digital advertising, but when the inventory is as sought-after as it is during Black Friday/Cyber Monday weekend the days and times you’re putting ads out there is just as important as targeting tactics, bid pricing, and other strategies. As you can imagine, if your ad is served at 3:00 a.m. when virtually no one is shopping online, it’s a waste of budget. To your advantage during this time of the year, according to Workarea, Monday is the most active online shopping day of the week and the most popular hours of the day to shop were 8:00 p.m. and 9:00 p.m. Knowing this, it may be worth inputting custom scheduling into a couple of your ad sets to see if they perform better than others, then apply that knowledge towards next year!

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.