Dasha Raputa - Tips for running Black Friday campaigns

Black Friday’20 Marketing Tips | How To Run Your Best-Buy Campaign

Black Friday’20 Marketing Tips | How To Run Your Best-Buy Campaign 

Black Friday is just around the corner. And so are tons of how-to articles for affiliate marketers 🙂 But what’s precious here is your time and a transparent sequence of actions. Our special insider guest decided to provide you with exactly this kind of guide. Adsterra’s Head of CPM/RTB Dasha Raputa has prepared the all-encompassing marketing tips for running the best-buy Black Friday campaigns. Use them to push forward your offers and gain as much profit as possible.

Dasha Raputa - Head of CPM and RTB at Adsterra
Dasha Raputa
Head of CPM/RTB at Adsterra

Black Friday is coming, so now comes the perfect moment to do everything right in order to be fully prepared. The E-commerce world is constantly changing, so you need to keep in mind A LOT. Here are few steps we do at Adsterra in order to gain as much as possible : )

Step 1: Preparation

Your e-com manager

First of all, you need to know your dates. Don’t hesitate and contact your AM. By that, you’ll know when The Day X will come for sure. If you’ve done everything right, you already know when everything is going to happen. If you’re new, keep on talking, that’s extremely helpful.

Balance

Don’t forget to check your balance! The so-called teasing period* is important; you definitely don’t want to have your traffic paused cause you’ve run out of balance, so make sure that your account is fully prepared = unstoppable. By that, you’ll be one step forward cause the one who sends more traffic during “Teasing” – wins.

*Teasing period usually starts 1 week before Black Friday sale, the key thing here is to bring awareness. You might lose some profit, but keep in mind that huge earnings are coming, and if you’re not ready to lose some, then you are subscribed to losing more when it comes to the main sale. 

Creatives

All E-commerce advertisers know how to ad. Don’t waste your time on creatives. Ask your e-com manager for some or ask your Adsterra manager what’s trending at the moment. By that, you’ve saved your time for optimization matters and you’ve earned creatives which work for sure. Double profit! 

Social Bar ads at Adsterra are the safest way to bring awareness, cheapest way to get the traffic you need + they are fully managed, so you can lean back and relax.

Examples of Social Bar creatives used by E-commerce advertisers for seasonal sales
Top seasonal sales creatives - Social Bar by Adsterra

Once Step 1 comes to an end, the real hustle begins. So let’s go to the next step. 

Step 2: Black Friday Days

Your e-com manager

First of all, you need to know your dates. Don’t hesitate and contact your AM. By that, you’ll know when The Day X will come for sure. If you’ve done everything right, you already know when everything is going to happen. If you’re new, keep on talking, that’s extremely helpful.

Your limits

Judging by around 5 years of successful Black Friday sales, I can say that during this period limits are pointless. Moreover, if you limit your traffic – you lose. Sometimes tech difficulties might happen, and it’s normal cause Black Friday is the most exciting part of the year for everyone. Remove your limits, and once the situation is stabilized, you’ll see that even if you’ve lost during “the moment” you’ve won at the end. Conversions will come and come within 2-3 days after the sale. Just be patient. 

Your CPM

The one who bids higher gets the largest volumes. There’s a simple thing to do if you need to know top bid – check Adsterra Traffic Chart or ask your manager (they can see real-time stats). Gaining the largest amount of traffic it’s the race. Black Friday is the best period to show your capability to compete (still). Focus on being the first, and you’ll be the one.

Your frequency capping

Traffic is limited (kind of). Keep in mind that BF is the game for everyone. If you’re amazing to be the winner, show your ads more often the everyone else. It’s the only time of the year to be annoying, enjoy it and be appreciated. : ) You can easily change your freq capping within Adsterra’s Self-Service Platform (SSP) or ask your manager.

Eventually, we survived the race. Is it the end? Actually, it’s not 🙂

Step 3: After Party

Your e-com manager

Here we go again – communication is still the key. Just try to ask if there’re any post-sale sales, and you’ll be surprised – A LOT. Black Friday is not new; e-com advertisers want to keep profits high as much as you do. Change your landers and creatives and go check the sour cream. You’ll be surprised, but there’s a lot of points to earn more even when it seems that the sale is over. (Don’t forget to check everything with your manager at Adsterra).

Your EXTRA

You’ll never spend enough of your budget during Black Friday. Don’t be greedy; count your ricks and spend your extra on running ads when the competition is lower (the best things come to those who wait). By this moment, that advice might seem irrational, but once again, that happens every year, and we won’t advise something useless. 

Patience

The hardest struggle comes once you’ve done everything right but have to wait to see the actual profit. Just keep on running ads, bring back the limits and your usual CPM. The party is over, and you have to wait. Once everything is confirmed, you’ll see the result, but you have to wait for a while until the hustle is settled. Patience is the key when you do E-commerce, keep that in mind.

Summing up

Coming up to an end, Black Friday is the greatest time of the year for marketing campaigns. But it seems so only to that once who are ready for elevation. Communication will help you cause basically, we’re here for the same thing ($). Calculate your budget. Then re-calculate it : ) Focus on landers and creatives, buy as much traffic as you can – worse it 100%. Historically Asian geos (VN, ID, TH, PH, SG) work the best way. Try KR traffic as well, it works. Keep your fingers crossed as well (just by chance cause why not?!)

Wishing you the Best,
Dasha, Adsterra’s team Head of CPM and RTB 

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