Black Friday 2018 – trends and a checklist!

Black Friday is nearly here! However, with many retailers starting their Black Black Friday deals at the beginning of the week, we’re sure your email inbox has been filled with offers for days!

Black Friday has changed the way we shop on the run up to Christmas, advertisers and businesses are having to change their marketing and advertising to make the most out of these trends.

What are the key trends?

December sales are slowing down
According to research highlighted by the BBC, consumers are buying more in November, December sales have been slowing down, as shoppers look to snap up a bargain earlier on in the build-up to Christmas.

Internet sales are increasing
According to the ONS, average weekly internet sales have nearly tripled between November 2010 and 2017. Last November, UK consumers spent over £1.6bn online every week!

Research from Salmon have predicted consumers will spend nearly £5 billion this Black Friday, with almost half expected to be spent online. UK consumers will spend on average £90 on Black Friday, with the 25-34 age range splashing more cash than anyone else (£154).

Social Media is important
Social media is becoming an important advertising platform. According to global web index, when it comes to Black Friday and Cyber Monday campaigns, social shopping rises by as much as 66% in the UK. One of the most popular platforms for converting after seeing a Black Friday advert is Instagram. A quarter of UK respondents identify a better preview of the product as a core reason for their choice of platform to buy through.

Video is becoming important for e-commerce

According to Viddyoze, E-commerce conversion rates could be boosted by as much as 85% through effective use of video on Black Friday.

If you’re on advertising on Google Ads for Black Friday, we have pulled together a quick checklist to make sure you’re all ready for the shopping event of the year tomorrow!

Black Friday checklist

  • Landing page offers – Is your advert clear on all landing pages and not just on your homepage? If users land on a separate page, your offer needs to be obvious to them
  • RSA’s and ESA’s – Have you set up responsive ads and extended search ads? New to Google Ads this year, they will help you get an edge against your competitors 
  • Clear messaging – Don’t over complicate the messaging, make it clear what you’re offering
  • Tagging on your website Make sure your tracking codes are all working effectively so you know where conversions have come from
  • Mobile site is optimisation – With 63% of users now visiting websites via a mobile, it’s important to have your site mobile optimised
  • Clear promotional codes – If you are using promotional codes for your Black Friday deal, make sure they are simple, obvious and easy to use 
  • Update bids and budget – It’s a busy day so make sure you increase your PPC budget for increased competitiveness so you don’t miss out on conversions

Beyond Search: Drive Action With YouTube

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Event: The changing landscape of Google Ads

Please join us at Lloyds Lounge, Exeter, on 10th October at 5.30pm for an evening workshop focused around Google Ads. There will be drinks and canapés upon arrival with some time to network after the event.

We will be going through how Google Ads have changed in 2018 and what’s going to be new and upcoming. We’ll be highlighting what you should be checking within your account and things to be aware of to make sure you’re getting the most from your Google Ad Account.

This workshop is suitable for people already running Google Ads and in-house marketing teams who want to make sure they are getting the best from their google ad spend/account.

LIMITED TICKETS – Please click here to register for a ticket > https://partnersevents.withgoogle.com/…/landscape-google-ads

Marketing Live 2018 Takeaways

Here’s why you should never buy Instagram followers or likes

Instagram is becoming one of the fastest growing social media platforms and is one of the top platforms for brands to showcase their service through imagery and video content. However, Instagram recently changed it’s algorithm, it no longer displays posts chronologically, it will show you posts from companies and brands that you interact with the most. This means that as a new brand on the platform, it can be hard to gain followers and likes.

Brands can then turn to the dark side and do dirty tactics to gain followers and likes quickly. They believe it will make them look more established and ‘cool’. There are plenty of companies out there that offer fake ‘followers’ and ‘likes’ for very little cost, you can buy 2,000 followers for as little at £2, making it extremely tempting. But, don’t do it!

Why it’s not a good idea

First, it can be obvious when you buy followers, which can in turn damage your reputation rather than helping it. If someone calls you out on it, you could end up with lots of people turning negative about your brand! When a brand or person buys followers, it’s obvious to the end user for the following reasons:

  • Engagement is low. These ‘followers’ do not engage with the posts and therefore the ‘likes’ and ‘comments’ will not be in line with the number of followers they have
  • The accounts are not relevant. If you look through the people that follow the accounts, they are usually not relevant to the brand or service
  • These ‘fake’ accounts have few images or no photos. If you look through the accounts that follow the brand, fake followers usually have few images or no photos at all

Secondly, if Instagram catch you, it’s goodbye account! If they find out you have purchased your followers or likes, they can deactivate your account.

Finally, buying followers does your business no good! These ‘fake’ accounts will not engage with your content or buy from you. So really, what’s the point? You are far better having a smaller number of followers that engage with you than a bunch of fake followers that will never engage or buy from you.

Our advice? Get an instagram strategy together, and grow your followers organically for long term success.

If you want a hand with your social media strategies then just give us a shout.

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