{"id":6446,"date":"2019-10-24T01:40:11","date_gmt":"2019-10-24T01:40:11","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=6446"},"modified":"2022-05-03T08:50:25","modified_gmt":"2022-05-03T08:50:25","slug":"black-friday-faqs-prepping-smartly-for-holiday-season","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/","title":{"rendered":"Black Friday Advertising \u2013 Prepping smartly for the holiday season"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p>Holiday season is sneaking up on us and preparations are already in full swing. Over the years, the (in)famous Black Friday phenomenon has spread globally. It ranges now from the day before (Grey Thursday) to the Monday after Black Friday (Cyber Monday). This offers a huge potential for both retailers and customers alike.<br><\/p>\n\n\n\n<p>However, it is not all sunshine and roses. As a retailer, it is almost mandatory to participate in the Black Friday hustle and bustle, as it offers plenty of opportunities for a huge boost in revenue. Nevertheless, there is a caveat: Everyone thinks the same, therefore competition is fierce during this time period. You need to consider setting your bidding strategies accordingly in order to increase chances to get ahead of the competition.<br><\/p>\n\n\n\n<p>Fortunately, some of our most valued experts came together and provided answers to the most frequently asked questions regarding this particular shopping period. So, you can go unperturbed into this year\u2019s holiday season.\u00a0 \u00a0<\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<ol class=\"wp-block-list\"><li><a href=\"#Anchor-1\">What to do on Black Friday?\u00a0<\/a><\/li><li><a href=\"#Anchor-2\"><\/a><a href=\"#Anchor-2\">Shopping Ad &amp; Search Ad Automation<\/a>:<ul><li>How can I communicate special offers and reduced prices directly in the Shopping ad?<\/li><li>How can I prepare for the \u2018Black Weekend\u2019?\u00a0<\/li><li>Can inventory based Shopping Ad Automation text ads be customised for Black Friday or Cyber Monday (e.g. with a special headline tailored to the season)?\u00a0<\/li><\/ul><\/li><li><a href=\"#Anchor-3\">Make use of this campaign checklist<\/a><\/li><li><a href=\"#Anchor-4\">Let the Black Friday season begin!<\/a><\/li><\/ol>\n\n\n\n<p><\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<\/div><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#what-to-do-on-black-friday\" >What to do on Black Friday?&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#shopping-ad-search-ad-automation\" >Shopping Ad &amp; Search Ad Automation<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#make-use-of-this-campaign-checklist\" >Make use of this campaign checklist<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#let-the-black-friday-season-begin\" >Let the Black Friday season begin!<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"Anchor-1\"><span class=\"ez-toc-section\" id=\"what-to-do-on-black-friday\"><\/span>What to do on Black Friday?&nbsp;<br><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>First of all, it highly depends on your industry. While the demand for products that are easy to compare, such as electronics or fashion, is high, the demand is less for office chairs and similarly less comparable products. Moreover, you need to think about your special offers: Do you want to apply a discount code to the entire assortment or only to some specific categories? Do you have a special sales section on your site? And are you planning to factor in discount codes into your strategy?&nbsp;<br><\/p>\n\n\n\n<p>Additionally, it is vital to ensure that your customers are aware of the deals you have in store for them. Therefore, make sure to inform them via newsletter about your offers in advance so that they will visit your site instead of your competitors\u2019 websites.&nbsp;<\/p>\n\n\n\n<p>On Black Friday, CPCs can skyrocket. Therefore, consider the budget you invest as a marketing budget. Undoubtedly, it can result in a positive outcome, which is exactly what most of our clients have reported to us. They managed to achieve satisfying outcomes in terms of ROAS and conversion rate \u2013 as a result of excellent planning and smooth collaboration between smec and its clients.<br><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"291\" height=\"300\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-291x300.png\" alt=\"Google Shopping result showing an offer (adidas slides) including a 'percent off discount' and a discount code\" class=\"wp-image-6457\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-291x300.png 291w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-768x792.png 768w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-640x660.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1.png 772w\" sizes=\"auto, (max-width: 291px) 100vw, 291px\" \/><figcaption>Google Shopping example displaying a deal<\/figcaption><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Anchor-2\"><span class=\"ez-toc-section\" id=\"shopping-ad-search-ad-automation\"><\/span><br><a href=\"https:\/\/smarter-ecommerce.com\/en\/shopping-ad-automation\/\">Shopping Ad<\/a> &amp; <a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Search Ad Automation<\/a><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"schema-faq wp-block-yoast-faq-block headline3-1\"><div class=\"schema-faq-section\" id=\"faq-question-1571818071815\"><strong class=\"schema-faq-question\"><br\/>How can I communicate special offers and reduced prices directly in the Shopping ad?<\/strong> <p class=\"schema-faq-answer\"><br\/>There are two ways of communicating special prices directly in the Shopping ad:\u00a0<br\/><br\/><strong>1. Attribute [sale price]<\/strong>: If you update your data feed with new discounted prices using the column \u201csale price\u201d, your original price will be crossed out in the data feed and ads respectively.\u00a0<br\/><br\/><strong>2. Merchant Center Promotion<\/strong>: With Merchant Center Promotions (currently available in AT, FR, DE, IN, UK, US) you are able to communicate not only absolute price reductions, but also provide \u2018percent off discounts\u2019 , 2+1 deals with or without discount codes, free shipping and free gifts. Make sure to apply and create the Merchant Center Promotion approximately <strong>two days in advance<\/strong>, as it needs some time to be approved by Google.\u00a0<br\/><br\/>                                                                    <img loading=\"lazy\" decoding=\"async\" width=\"153\" height=\"300\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-2-153x300.png\" class=\"attachment-153x300.4793814433 size-153x300.4793814433\" alt=\"\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-2-153x300.png 153w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-2.png 388w\" sizes=\"auto, (max-width: 153px) 100vw, 153px\" \/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1571818327973\"><strong class=\"schema-faq-question\"><br\/><strong>How can I prepare for the \u2018Black Weekend\u2019?\u00a0<\/strong><\/strong> <p class=\"schema-faq-answer\"><br\/><strong>Be ready: Analyse your performance before the holiday shopping season kicks off<\/strong><br\/><br\/>As a general rule, you should analyse your performance of last year\u2019s \u2018Black Weekend\u2019 itself via the report section in Google Ads. To do so, go to Reports > Shopping > Brand\/Product Type\/ItemID. Then, change the scenery and check last year\u2019s performance (19-26 November) in order to get insights about:<br\/><br\/>&#8211; which assortment generated the highest impressions \/ clicks<br\/>&#8211; which products were your top sellers<br\/>&#8211; whether ROAS and \u00f8CPC differ from other days.<br\/><br\/>Additionally, you can have a look at the auction insights in your Google Ads overview tab. There you can find out at which point your competitors started to bid more aggressively last year. Good to know: Have a look at the search impression share, outranking share and overlap rate for predicting your competitors&#8217; Shopping efforts this year.\u00a0<br\/><br\/>                                   <img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"335\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-1-640x429.png\" class=\"attachment-500x335.05154639175 size-500x335.05154639175\" alt=\"\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-1-640x429.png 640w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-1-300x201.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-1-768x515.png 768w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/image-1-1.png 970w\" sizes=\"auto, (max-width: 500px) 100vw, 500px\" \/><\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1571818520970\"><strong class=\"schema-faq-question\"><br\/><strong>Can inventory based S<\/strong>hopping Ad Automation<strong> text ads be customised for Black Friday or Cyber Monday (e.g. with a special headline tailored to the season)?\u00a0<\/strong><br\/><\/strong> <p class=\"schema-faq-answer\"><a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Search<\/a> <a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Ad<\/a> <a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Automation<\/a> is able to create new text ads for specific events such as Black Friday or Cyber Monday. If desired, we can create, for instance, a custom headline, which will be placed in every Search Ad Automation text ad during a defined time frame (e.g. Black Friday &#8211; Cyber Monday). This text ad is highly customisable and its display time can be limited as wanted. Once the defined time frame for the customised text ad has passed, our Search Ad Automation tool will generate &#8216;normal&#8217; text ads again.<br\/><br\/><br\/><a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\"><img loading=\"lazy\" decoding=\"async\" width=\"2528\" height=\"1102\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/Screenshot-2022-05-03-at-10.18.59.png\" class=\"attachment-full size-full\" alt=\"\" style=\"max-width: 100%; height: auto;\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/Screenshot-2022-05-03-at-10.18.59.png 2528w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/Screenshot-2022-05-03-at-10.18.59-300x131.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/Screenshot-2022-05-03-at-10.18.59-1024x446.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/Screenshot-2022-05-03-at-10.18.59-1536x670.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/Screenshot-2022-05-03-at-10.18.59-2048x893.png 2048w\" sizes=\"auto, (max-width: 2528px) 100vw, 2528px\" \/><\/a><\/p> <\/div> <\/div>\n<\/div><\/div>\n\n\n\n<p><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Anchor-3\"><span class=\"ez-toc-section\" id=\"make-use-of-this-campaign-checklist\"><\/span>Make use of this <strong>campaign checklist<\/strong><br><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Merchant Center:&nbsp;<\/strong><ul><li>Make sure to have as few disapproved products as possible<\/li><li>Check for potential account warnings and resolve them in advance<\/li><li>Set up the Merchant Center Promotion<\/li><li>If possible, apply for other Merchant Center programs such as customer reviews or product ratings to show trust in your ad<\/li><li>Create a custom label for your products on sale to ease the reporting<br><\/li><\/ul><\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>Shopping Ad Automation<\/strong><ul><li>Fetch the data feed (your name up right &gt; Settings &gt; Merchant Center Import)<\/li><li>Go for a \u2018MoreAggressive\u2019 bidding on products that are on sale in an Advanced Bid Strategy<br><br><\/li><\/ul><\/li><li><strong>Ads:<\/strong><ul><li>Check your ad schedule. Bid adjustments should not be negative for the &#8216;Black Weekend&#8217; starting on Grey Thursday and finishing on Cyber Monday<\/li><li>Check your negative keywords. You should not include Black Friday related negatives in your connected campaigns<\/li><\/ul><ul><li>Your budget should not be limited during this time<br><\/li><\/ul><\/li><\/ul>\n\n\n\n<p>We also have more <a href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/all-i-want-for-christmas-are-successful-ppc-campaigns\/\">tips &amp; tricks<\/a> about how to deal with the holiday season.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"Anchor-4\"><span class=\"ez-toc-section\" id=\"let-the-black-friday-season-begin\"><\/span><strong>Let the Black Friday season begin!<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>The Black Friday season is always a huge opportunity for retailers and customers alike. We hope that our short FAQ blog post provides the information you need to stay ahead and make the most out of these special days. If you have further questions, feel free to check out our <a href=\"https:\/\/smarter-ecommerce.com\/en\/shopping-ad-automation\/\">Shopping Ad<\/a> and <a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Search Ad Automation<\/a> landing pages or simply contact us to learn more.<br><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Holiday season is sneaking up on us and preparations are already in full swing. Over the years, the (in)famous Black Friday phenomenon has spread globally. It ranges now from the day before (Grey Thursday) to the Monday after Black Friday (Cyber Monday). This offers a huge potential for both retailers &#8230;<\/p>\n","protected":false},"author":24,"featured_media":6480,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,434,428],"tags":[543,460,46,562,556,469,79,558,476,447,557,336],"class_list":["post-6446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-insights","category-google-text-ads","tag-adengine","tag-bidding","tag-black-friday","tag-black-weekend","tag-boost-in-revenue","tag-campaigns","tag-cyber-monday","tag-discount","tag-google-ads","tag-holiday-season","tag-shopping-ad","tag-whoop"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Black Friday Advertising \u2013 Prepping smartly for the holiday season - smec<\/title>\n<meta name=\"description\" content=\"Announcing special offers and using customised text ads. Black Friday advertising is a must. Let&#039;s explore the ground rules for success!\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Black Friday Advertising \u2013 Prepping smartly for the holiday season\" \/>\n<meta property=\"og:description\" content=\"Announcing special offers and using customised text ads. Black Friday advertising is a must. Let&#039;s explore the ground rules for success!\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/\" \/>\n<meta property=\"og:site_name\" content=\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SmarterEcommerce\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-24T01:40:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-03T08:50:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/black-friday.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Irene Ehrengruber\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@smec\" \/>\n<meta name=\"twitter:site\" content=\"@smec\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Irene Ehrengruber\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/\"},\"author\":{\"name\":\"Irene Ehrengruber\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/b120d2914848a56829a90f2505192147\"},\"headline\":\"Black Friday Advertising \u2013 Prepping smartly for the holiday season\",\"datePublished\":\"2019-10-24T01:40:11+00:00\",\"dateModified\":\"2022-05-03T08:50:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/\"},\"wordCount\":1090,\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/black-friday.jpg\",\"keywords\":[\"AdEngine\",\"Bidding\",\"Black Friday\",\"Black Weekend\",\"boost in revenue\",\"campaigns\",\"Cyber Monday\",\"discount\",\"google ads\",\"Holiday Season\",\"shopping ad\",\"Whoop\"],\"articleSection\":[\"Ecommerce\",\"Google Shopping\",\"Google Text Ads\"],\"inLanguage\":\"en-US\"},{\"@type\":[\"WebPage\",\"FAQPage\"],\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/\",\"name\":\"Black Friday Advertising \u2013 Prepping smartly for the holiday season - smec\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/black-friday.jpg\",\"datePublished\":\"2019-10-24T01:40:11+00:00\",\"dateModified\":\"2022-05-03T08:50:25+00:00\",\"description\":\"Announcing special offers and using customised text ads. Black Friday advertising is a must. Let's explore the ground rules for success!\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#breadcrumb\"},\"mainEntity\":[{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818071815\"},{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818327973\"},{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818520970\"}],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#primaryimage\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/black-friday.jpg\",\"contentUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2019\\\/10\\\/black-friday.jpg\",\"width\":2560,\"height\":1440},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Black Friday Advertising \u2013 Prepping smartly for the holiday season\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/\",\"name\":\"smec Blog | Follow current Ecommerce News, Trends &amp; Insights\",\"description\":\"smec - Smarter Ecommerce\",\"publisher\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#organization\",\"name\":\"smec - Smarter Ecommerce\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/smec-company-logo.png\",\"contentUrl\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/wp-content\\\/uploads\\\/2022\\\/04\\\/smec-company-logo.png\",\"width\":500,\"height\":389,\"caption\":\"smec - Smarter Ecommerce\"},\"image\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SmarterEcommerce\",\"https:\\\/\\\/x.com\\\/smec\",\"https:\\\/\\\/www.instagram.com\\\/smarterecommerce\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/smarter-ecommerce-gmbh\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCgEKAonH-2IoV2fIDyCJFMA\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/b120d2914848a56829a90f2505192147\",\"name\":\"Irene Ehrengruber\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b0228fc29e0a5e7cffa9186dd0fa60627a0c206736f4feef94bb44a7451a8a0b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b0228fc29e0a5e7cffa9186dd0fa60627a0c206736f4feef94bb44a7451a8a0b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b0228fc29e0a5e7cffa9186dd0fa60627a0c206736f4feef94bb44a7451a8a0b?s=96&d=mm&r=g\",\"caption\":\"Irene Ehrengruber\"},\"description\":\"With over seven years of experience in digital marketing, Irene Ehrengruber was a leading force at Smarter Ecommerce (smec), where she served as Teamlead Solution Engineering. Renowned for her deep performance marketing expertise in PPC &amp; campaign optimization, Irene empowers online retailers to harness the full potential of SEA campaigns and other data-driven advertising strategies.[linebreak] Her ability to translate complex data into clear, actionable insights is showcased in her well-regarded guides\u2014such as \\\"PMax in 2025: The Ultimate Campaign Optimization Guide\\\"\u2014which demystify advanced concepts and provide practical solutions for marketers. As a sought-after speaker and thought leader, Irene has shared her insights at industry events like OMR Festival and DMEXCO, inspiring peers to adopt innovative approaches that blend predictive analytics with strategic business intelligence.[linebreak] Irene\u2019s commitment to continuous learning and precision in her craft not only drives ecommerce success for her clients but also positions her as an influential voice in the rapidly evolving digital advertising landscape.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/irene-ehrengruber\\\/\"],\"worksFor\":\"former smec\",\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/author\\\/ehrengruber\\\/\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818071815\",\"position\":1,\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818071815\",\"name\":\"How can I communicate special offers and reduced prices directly in the Shopping ad?\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<br\\\/>There are two ways of communicating special prices directly in the Shopping ad:\u00a0<br\\\/><br\\\/><strong>1. Attribute [sale price]<\\\/strong>: If you update your data feed with new discounted prices using the column \u201csale price\u201d, your original price will be crossed out in the data feed and ads respectively.\u00a0<br\\\/><br\\\/><strong>2. Merchant Center Promotion<\\\/strong>: With Merchant Center Promotions (currently available in AT, FR, DE, IN, UK, US) you are able to communicate not only absolute price reductions, but also provide \u2018percent off discounts\u2019 , 2+1 deals with or without discount codes, free shipping and free gifts. Make sure to apply and create the Merchant Center Promotion approximately <strong>two days in advance<\\\/strong>, as it needs some time to be approved by Google.\u00a0<br\\\/><br\\\/>                                                                    \",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818327973\",\"position\":2,\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818327973\",\"name\":\"How can I prepare for the \u2018Black Weekend\u2019?\u00a0\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<br\\\/><strong>Be ready: Analyse your performance before the holiday shopping season kicks off<\\\/strong><br\\\/><br\\\/>As a general rule, you should analyse your performance of last year\u2019s \u2018Black Weekend\u2019 itself via the report section in Google Ads. To do so, go to Reports > Shopping > Brand\\\/Product Type\\\/ItemID. Then, change the scenery and check last year\u2019s performance (19-26 November) in order to get insights about:<br\\\/><br\\\/>- which assortment generated the highest impressions \\\/ clicks<br\\\/>- which products were your top sellers<br\\\/>- whether ROAS and \u00f8CPC differ from other days.<br\\\/><br\\\/>Additionally, you can have a look at the auction insights in your Google Ads overview tab. There you can find out at which point your competitors started to bid more aggressively last year. Good to know: Have a look at the search impression share, outranking share and overlap rate for predicting your competitors' Shopping efforts this year.\u00a0<br\\\/><br\\\/>                                   \",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"},{\"@type\":\"Question\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818520970\",\"position\":3,\"url\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/google-shopping\\\/insights\\\/black-friday-faqs-prepping-smartly-for-holiday-season\\\/#faq-question-1571818520970\",\"name\":\"Can inventory based Shopping Ad Automation text ads be customised for Black Friday or Cyber Monday (e.g. with a special headline tailored to the season)?\u00a0\",\"answerCount\":1,\"acceptedAnswer\":{\"@type\":\"Answer\",\"text\":\"<a href=\\\"https:\\\/\\\/smarter-ecommerce.com\\\/en\\\/search-ad-automation\\\/\\\">Search<\\\/a> <a href=\\\"https:\\\/\\\/smarter-ecommerce.com\\\/en\\\/search-ad-automation\\\/\\\">Ad<\\\/a> <a href=\\\"https:\\\/\\\/smarter-ecommerce.com\\\/en\\\/search-ad-automation\\\/\\\">Automation<\\\/a> is able to create new text ads for specific events such as Black Friday or Cyber Monday. If desired, we can create, for instance, a custom headline, which will be placed in every Search Ad Automation text ad during a defined time frame (e.g. Black Friday - Cyber Monday). This text ad is highly customisable and its display time can be limited as wanted. Once the defined time frame for the customised text ad has passed, our Search Ad Automation tool will generate 'normal' text ads again.<br\\\/><br\\\/><br\\\/><a href=\\\"https:\\\/\\\/smarter-ecommerce.com\\\/en\\\/search-ad-automation\\\/\\\"><\\\/a>\",\"inLanguage\":\"en-US\"},\"inLanguage\":\"en-US\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Black Friday Advertising \u2013 Prepping smartly for the holiday season - smec","description":"Announcing special offers and using customised text ads. Black Friday advertising is a must. Let's explore the ground rules for success!","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/","og_locale":"en_US","og_type":"article","og_title":"Black Friday Advertising \u2013 Prepping smartly for the holiday season","og_description":"Announcing special offers and using customised text ads. Black Friday advertising is a must. Let's explore the ground rules for success!","og_url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/","og_site_name":"smec Blog | Follow current Ecommerce News, Trends &amp; Insights","article_publisher":"https:\/\/www.facebook.com\/SmarterEcommerce","article_published_time":"2019-10-24T01:40:11+00:00","article_modified_time":"2022-05-03T08:50:25+00:00","og_image":[{"width":2560,"height":1440,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/black-friday.jpg","type":"image\/jpeg"}],"author":"Irene Ehrengruber","twitter_card":"summary_large_image","twitter_creator":"@smec","twitter_site":"@smec","twitter_misc":{"Written by":"Irene Ehrengruber","Est. reading time":"6 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#article","isPartOf":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/"},"author":{"name":"Irene Ehrengruber","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/person\/b120d2914848a56829a90f2505192147"},"headline":"Black Friday Advertising \u2013 Prepping smartly for the holiday season","datePublished":"2019-10-24T01:40:11+00:00","dateModified":"2022-05-03T08:50:25+00:00","mainEntityOfPage":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/"},"wordCount":1090,"publisher":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#organization"},"image":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#primaryimage"},"thumbnailUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/black-friday.jpg","keywords":["AdEngine","Bidding","Black Friday","Black Weekend","boost in revenue","campaigns","Cyber Monday","discount","google ads","Holiday Season","shopping ad","Whoop"],"articleSection":["Ecommerce","Google Shopping","Google Text Ads"],"inLanguage":"en-US"},{"@type":["WebPage","FAQPage"],"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/","name":"Black Friday Advertising \u2013 Prepping smartly for the holiday season - smec","isPartOf":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#primaryimage"},"image":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#primaryimage"},"thumbnailUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/black-friday.jpg","datePublished":"2019-10-24T01:40:11+00:00","dateModified":"2022-05-03T08:50:25+00:00","description":"Announcing special offers and using customised text ads. Black Friday advertising is a must. Let's explore the ground rules for success!","breadcrumb":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#breadcrumb"},"mainEntity":[{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818071815"},{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818327973"},{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818520970"}],"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#primaryimage","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/black-friday.jpg","contentUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2019\/10\/black-friday.jpg","width":2560,"height":1440},{"@type":"BreadcrumbList","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/smarter-ecommerce.com\/blog\/en\/"},{"@type":"ListItem","position":2,"name":"Black Friday Advertising \u2013 Prepping smartly for the holiday season"}]},{"@type":"WebSite","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#website","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/","name":"smec Blog | Follow current Ecommerce News, Trends &amp; Insights","description":"smec - Smarter Ecommerce","publisher":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/smarter-ecommerce.com\/blog\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#organization","name":"smec - Smarter Ecommerce","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/logo\/image\/","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/smec-company-logo.png","contentUrl":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/04\/smec-company-logo.png","width":500,"height":389,"caption":"smec - Smarter Ecommerce"},"image":{"@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SmarterEcommerce","https:\/\/x.com\/smec","https:\/\/www.instagram.com\/smarterecommerce\/","https:\/\/www.linkedin.com\/company\/smarter-ecommerce-gmbh","https:\/\/www.youtube.com\/channel\/UCgEKAonH-2IoV2fIDyCJFMA"]},{"@type":"Person","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/#\/schema\/person\/b120d2914848a56829a90f2505192147","name":"Irene Ehrengruber","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/b0228fc29e0a5e7cffa9186dd0fa60627a0c206736f4feef94bb44a7451a8a0b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b0228fc29e0a5e7cffa9186dd0fa60627a0c206736f4feef94bb44a7451a8a0b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b0228fc29e0a5e7cffa9186dd0fa60627a0c206736f4feef94bb44a7451a8a0b?s=96&d=mm&r=g","caption":"Irene Ehrengruber"},"description":"With over seven years of experience in digital marketing, Irene Ehrengruber was a leading force at Smarter Ecommerce (smec), where she served as Teamlead Solution Engineering. Renowned for her deep performance marketing expertise in PPC &amp; campaign optimization, Irene empowers online retailers to harness the full potential of SEA campaigns and other data-driven advertising strategies.[linebreak] Her ability to translate complex data into clear, actionable insights is showcased in her well-regarded guides\u2014such as \"PMax in 2025: The Ultimate Campaign Optimization Guide\"\u2014which demystify advanced concepts and provide practical solutions for marketers. As a sought-after speaker and thought leader, Irene has shared her insights at industry events like OMR Festival and DMEXCO, inspiring peers to adopt innovative approaches that blend predictive analytics with strategic business intelligence.[linebreak] Irene\u2019s commitment to continuous learning and precision in her craft not only drives ecommerce success for her clients but also positions her as an influential voice in the rapidly evolving digital advertising landscape.","sameAs":["https:\/\/www.linkedin.com\/in\/irene-ehrengruber\/"],"worksFor":"former smec","url":"https:\/\/smarter-ecommerce.com\/blog\/en\/author\/ehrengruber\/"},{"@type":"Question","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818071815","position":1,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818071815","name":"How can I communicate special offers and reduced prices directly in the Shopping ad?","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<br\/>There are two ways of communicating special prices directly in the Shopping ad:\u00a0<br\/><br\/><strong>1. Attribute [sale price]<\/strong>: If you update your data feed with new discounted prices using the column \u201csale price\u201d, your original price will be crossed out in the data feed and ads respectively.\u00a0<br\/><br\/><strong>2. Merchant Center Promotion<\/strong>: With Merchant Center Promotions (currently available in AT, FR, DE, IN, UK, US) you are able to communicate not only absolute price reductions, but also provide \u2018percent off discounts\u2019 , 2+1 deals with or without discount codes, free shipping and free gifts. Make sure to apply and create the Merchant Center Promotion approximately <strong>two days in advance<\/strong>, as it needs some time to be approved by Google.\u00a0<br\/><br\/>                                                                    ","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818327973","position":2,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818327973","name":"How can I prepare for the \u2018Black Weekend\u2019?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<br\/><strong>Be ready: Analyse your performance before the holiday shopping season kicks off<\/strong><br\/><br\/>As a general rule, you should analyse your performance of last year\u2019s \u2018Black Weekend\u2019 itself via the report section in Google Ads. To do so, go to Reports > Shopping > Brand\/Product Type\/ItemID. Then, change the scenery and check last year\u2019s performance (19-26 November) in order to get insights about:<br\/><br\/>- which assortment generated the highest impressions \/ clicks<br\/>- which products were your top sellers<br\/>- whether ROAS and \u00f8CPC differ from other days.<br\/><br\/>Additionally, you can have a look at the auction insights in your Google Ads overview tab. There you can find out at which point your competitors started to bid more aggressively last year. Good to know: Have a look at the search impression share, outranking share and overlap rate for predicting your competitors' Shopping efforts this year.\u00a0<br\/><br\/>                                   ","inLanguage":"en-US"},"inLanguage":"en-US"},{"@type":"Question","@id":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818520970","position":3,"url":"https:\/\/smarter-ecommerce.com\/blog\/en\/google-shopping\/insights\/black-friday-faqs-prepping-smartly-for-holiday-season\/#faq-question-1571818520970","name":"Can inventory based Shopping Ad Automation text ads be customised for Black Friday or Cyber Monday (e.g. with a special headline tailored to the season)?\u00a0","answerCount":1,"acceptedAnswer":{"@type":"Answer","text":"<a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Search<\/a> <a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Ad<\/a> <a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\">Automation<\/a> is able to create new text ads for specific events such as Black Friday or Cyber Monday. If desired, we can create, for instance, a custom headline, which will be placed in every Search Ad Automation text ad during a defined time frame (e.g. Black Friday - Cyber Monday). This text ad is highly customisable and its display time can be limited as wanted. Once the defined time frame for the customised text ad has passed, our Search Ad Automation tool will generate 'normal' text ads again.<br\/><br\/><br\/><a href=\"https:\/\/smarter-ecommerce.com\/en\/search-ad-automation\/\"><\/a>","inLanguage":"en-US"},"inLanguage":"en-US"}]}},"_links":{"self":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/6446","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/comments?post=6446"}],"version-history":[{"count":67,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/6446\/revisions"}],"predecessor-version":[{"id":9174,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/posts\/6446\/revisions\/9174"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/media\/6480"}],"wp:attachment":[{"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/media?parent=6446"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/categories?post=6446"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-json\/wp\/v2\/tags?post=6446"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}