Crush your Black Friday Ads: Tips for Bigger Sales
Black Friday is more than just a day of big discounts—it’s a prime time of year for advertisers to make their mark. But with the landscape shifting over the past few years, it’s no longer just about a single day of deals. In 2024, running a successful Black Friday ad means adapting to new trends, like extended sales periods and smarter traffic management.
In this article, we’ll explore key strategies to help you get the most out of your Black Friday campaigns—from timing your ads to optimizing your creatives and formats. To help you navigate this, we sat down with Serge Abramov, a media buying expert, who shared some thoughts of wisdom about the world of Black Friday ads.
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What’s changed: The evolution of Black Friday
Ads on Black Friday have come a long way from being a one-day shopping frenzy. Nowadays, it’s less about cramming all your deals into 24 hours and more about spreading the action. But when do black Friday Ads come out? We’re shifting towards longer sales events, with “Black Friday Week” (or even a month) becoming the norm.
So, what’s driving this change?
As Serge Abramov suggests, one big reason is simple: website traffic.
To Serge’s theory, when every shopper is trying to score deals on the same day, it can overwhelm servers, leading to frustrating crashes and lost sales. By stretching out the event over several days or weeks, businesses can better manage the flow of customers, avoid technical issues, and ultimately increase their sales.
For advertisers, this shift opens up more time to engage audiences and fine-tune your Black Fridays ads. Whether you go with the traditional one-day approach or opt for a longer event, there’s plenty of room to get creative and maximize your results.
When to start your Black Friday ads
Timing is everything when it comes to Black Friday ads, and there are two popular approaches to consider.
Go big on Black Friday
Some advertisers still prefer to launch their campaigns right on Black Friday itself. This approach creates a sense of urgency and excitement—nothing says “big event” like a one-day-only deal. If you’re aiming to capture that classic Black Friday energy, this might be your go-to strategy. Just be prepared for the surge in competition and traffic.
Serge Abramov comments:
“Let’s be honest – a lot of modern users can be kinda suspicious when they see ads that claim “90% discount” or any other offers that look too good to be true even if they are real. However, Black Friday is the time when users do expect huge discounts and eagerly search for them, which ends up with much more impressions and conversions for Black Friday deals ads.”
Warm up with Black Friday Week
More advertisers are opting to start earlier, often running sales throughout “Black Friday Week.” By launching a bit sooner, you can build momentum, reach more people over time, and avoid the risks of website crashes from too much traffic all at once. It also gives you time to fine-tune your ads as you gather data on what’s working.
Which one should you choose?
It really depends on your goals. If you’re after maximum excitement and want to go head-to-head on Black Friday, launching right on the day might be your best bet. But if you want to play the long game, starting early and stretching out your campaign can help you capture more sales and reduce the pressure of handling massive spikes in traffic.
Creative strategies for Black Friday ads
The visuals and messaging of your ads are crucial to grabbing attention during Black Friday. People are bombarded with promotions, so you need to make sure yours stands out.
But what’s the best way to do that?
Show off what people want
Black Friday is all about great deals on popular products. So, your creatives should feature the hottest items that everyone’s after—whether it’s the latest sneakers, gaming consoles, or gadgets. Eye-catching product images are your best bet to stop the scroll and get those clicks.
Be clear with discounts
Shoppers are hunting for bargains, so don’t make them guess. Show the discount or price right on the banner or ad.
Whether it’s a percentage off or the final sale price, having that information front and center can make all the difference. Clear and simple messaging like “50% off today!” is a tried-and-true tactic.
Design for action
Black Friday is about impulse buys, so your design should inspire action. Use bright, bold calls to action that encourage users to click immediately. Something like “Shop Now” or “Limited Time Offer” can push users to act quickly, especially when paired with urgency-driven copy.
Tip: If you’re unsure which products to feature, take a look at top-performing items on eCommerce platforms like Aliexpress. This will give you an idea of what’s trending, which you can use to craft compelling ads.
GEOs and ad formats that work best
When it comes to Black Friday ads, some marketers focus heavily on specific locations, but here’s the good news: trendy products sell anywhere. Cool sneakers or a brand-new gaming console will grab attention whether you’re targeting the US, Europe, or beyond. So, instead of stressing too much about geography, focus on finding the right offer—because a great product will work worldwide.
As Serge Abramov claims, one standout example is Temu, which has seen huge success with offers on Facebook.
“Temu really impresses me. Have you heard the rumor that their advertising budget for Black Friday campaigns is so massive that it surpasses the US election campaign budget? So, if you’re promoting products like these, Facebook can be an especially powerful platform for your ads. You should opt for Social Traffic Type then.”
That said, here are a couple of things to keep in mind:
- Relevant offers for the right markets
While hot products can perform globally, avoid promoting irrelevant items in the wrong places—like trying to sell snow gear in tropical regions (unless you’re feeling extra adventurous). It’s all about common sense. If you have a product that aligns with the local climate or culture, it’ll naturally perform better. - Ad formats to consider
Serge recommends a few formats that are ideal for Black Friday campaigns:
- Push and In-page push ads: These formats look native, blending seamlessly with the user experience while still grabbing attention. They’re great for getting high engagement without feeling overly intrusive.
- Popunder: This format may not win any beauty contests, but it’s simple, cheap, and highly effective. Since you don’t need to worry about designing fancy creatives, all you need is a solid landing page, and you’re ready to go. Plus, it delivers a large number of impressions at a low cost.
- Push and In-page push ads: These formats look native, blending seamlessly with the user experience while still grabbing attention. They’re great for getting high engagement without feeling overly intrusive.
With the right offer and ad format, you can reach your audience anywhere and deliver a smooth, effective campaign that drives conversions.
Optimization tips for Black Friday success
Running a Black Friday campaign is just the beginning. To really maximize your profits, you need to stay on top of performance and make quick adjustments along the way.
Here are a few key tips from Serge to help you optimize your ads during the busiest shopping time of the year:
- Monitor performance by zone
Not all traffic zones will perform equally, so it’s important to keep a close eye on how your ads are doing in different areas. If you notice that certain zones aren’t delivering results, blacklist them immediately to focus your budget on the higher-performing ones. This ensures you’re getting the most bang for your buck.
- Adjust ad frequency
People get flooded with ads during Black Friday. If they see the same one too many times, they’ll start tuning out or even feel annoyed. By adjusting your ad frequency, you can avoid overwhelming your audience and keep your message fresh. Test different frequencies to find the sweet spot where your ads remain effective without being overbearing.
- Keep testing and tweaking
Black Friday is fast-paced, but that doesn’t mean you can’t make changes on the go. Test different creatives, tweak your offers, and play around with your targeting to see what’s working best. The more data you collect, the better you’ll understand what’s driving conversions and where you can improve.
Get ready to make the most of Black Friday
Black Friday has transformed into more than just a day for snagging deals—it’s now prime time for advertisers to shine. Whether you decide to go all-in on Black Friday itself or take advantage of a longer sales period, the key is having a clear strategy. From picking the right time to launch your campaign to optimizing your creatives and keeping a close eye on performance, the opportunities are endless.
As we’ve seen, it’s all about finding what works best for your audience, staying flexible, and making adjustments as you go. With these tips in hand, you’ll be set to make this Black Friday your most successful one yet.
Now’s the time to get started—plan, prepare, and get ready to crush it!
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