{"id":8222,"date":"2022-10-04T11:57:00","date_gmt":"2022-10-04T11:57:00","guid":{"rendered":"https:\/\/smarter-ecommerce.com\/blog\/en\/?p=8222"},"modified":"2024-03-25T08:43:15","modified_gmt":"2024-03-25T08:43:15","slug":"black-friday-holiday-ecommerce-strategy","status":"publish","type":"post","link":"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/black-friday-holiday-ecommerce-strategy\/","title":{"rendered":"Ecommerce strategy for Black Friday &#038; holiday season 2022"},"content":{"rendered":"\n<p><span style=\"font-weight: 400;\">In this year&#8217;s holiday season, online retailers are in for a ride, as the ecommerce sector is shaken by severe economic disruptions: war in Europe, inflation, recession and supply chain challenges. The unofficial \u201cend\u201d of the Covid-19 pandemic took a toll on online retailers as well, with consumers returning to brick-and-mortar stores. And as if this wasn\u2019t enough, Google recently introduced its new Performance Max campaign type, making it even harder for retailers to stick out. The good news: With an effective Black Friday ecommerce strategy you can walk out of this shopping season as a winner.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\"><strong>Watch now:<\/strong> Mike Ryan, Head of Retail Insights, and Agnes Zottl, Client Lead, outline the economic circumstances of the 2022 holiday season, dive deeper into the disruption Performance Max has caused, and give guidance for retailers to optimise their ecommerce strategy for Black Friday, Cyber Monday and Christmas.<\/span><\/p>\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"lyte-wrapper\" style=\"width:853px;max-width:100%;margin:5px;\"><div class=\"lyMe hidef\" id=\"WYL_eu8SIlrEjME\"><div id=\"lyte_eu8SIlrEjME\" data-src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2Feu8SIlrEjME%2Fmaxresdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/eu8SIlrEjME\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2Feu8SIlrEjME%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"853\" height=\"460\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:853px;margin:5px;\"><\/div><figcaption><\/figcaption><\/figure>\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\/ecommerce\/black-friday-holiday-ecommerce-strategy\/#what-makes-the-2022-black-friday-holiday-season-so-special\" >What makes the 2022 Black Friday &amp; holiday season so special<\/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\/ecommerce\/black-friday-holiday-ecommerce-strategy\/#performance-max-for-your-black-friday-ecommerce-strategy\" >Performance Max for your Black Friday ecommerce strategy<\/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\/ecommerce\/black-friday-holiday-ecommerce-strategy\/#expanding-your-reach-for-black-friday\" >Expanding your reach for Black Friday&nbsp;<\/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\/ecommerce\/black-friday-holiday-ecommerce-strategy\/#the-most-important-dates-for-black-friday-holiday-season\" >The most important dates for Black Friday &amp; holiday season<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/black-friday-holiday-ecommerce-strategy\/#your-checklist-for-a-successful-black-friday-ecommerce-strategy\" >Your checklist for a successful Black Friday ecommerce strategy<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\" id=\"h-what-makes-the-2022-black-friday-amp-holiday-season-so-special\"><span class=\"ez-toc-section\" id=\"what-makes-the-2022-black-friday-holiday-season-so-special\"><\/span><span style=\"font-weight: 400;\">What makes the 2022 Black Friday &amp; holiday season so special<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">There is only little sense in comparing this year&#8217;s holiday season with the past 2 years. Unfortunately, the pandemic-induced ecommerce boost is not here to stay. Predictions tell us that ecommerce will <\/span><a href=\"https:\/\/www.weforum.org\/agenda\/2022\/08\/e-commerce-revenue-shrink\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">shrink for the first time in its history<\/span><\/a><span style=\"font-weight: 400;\">. Looking at the markets, the reason for this lies not just in the bounceback of brick-and-mortar stores. Instead, there\u2019s a bigger issue: The economy is battered by uncertainty from multiple sources. But let\u2019s break it down, step by step.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-current-economic-landscape-and-black-friday-2022\"><span style=\"font-weight: 400;\">The current economic landscape and Black Friday 2022<\/span><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-rise-of-in-store-traffic\"><span style=\"font-weight: 400;\">Rise of in-store traffic<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">With many countries lifting COVID restrictions, consumers can now shop for their holiday gifts offline again. A sharp decrease in COVID regulations and a rapid increase in European brick-and-mortar store visits indicate a tight correlation between the two opposite trends of <\/span><a href=\"https:\/\/www.bsg.ox.ac.uk\/research\/research-projects\/covid-19-government-response-tracker\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">COVID stringency<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.google.com\/covid19\/mobility\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">retail mobility<\/span><\/a><span style=\"font-weight: 400;\">:&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2372\" height=\"802\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-14.05.36.png\" alt=\"Graph showing correlation between Covid stringency &amp; retail mobility\" class=\"wp-image-9549\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-14.05.36.png 2372w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-14.05.36-300x101.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-14.05.36-1024x346.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-14.05.36-1536x519.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-14.05.36-2048x692.png 2048w\" sizes=\"auto, (max-width: 2372px) 100vw, 2372px\" \/><figcaption class=\"wp-element-caption\">Correlation between COVID stringency &amp; retail mobility<\/figcaption><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">Therefore, we expect a high level of in-store traffic, competing with or complementing online sales in Q4 2022.&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-inflation-amp-recession-are-here-to-stay\"><span style=\"font-weight: 400;\">Inflation &amp; recession are here to stay<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">For on- and offline commerce, <\/span><a href=\"https:\/\/www.gartner.com\/en\/newsroom\/press-releases\/20222-09-26-gartner-marketing-survey-finds-nearly-one-third-of-consumers-are-planning-to-spend-less-this-holiday-season\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">28% of consumers<\/span><\/a><span style=\"font-weight: 400;\"> say to spend less this holiday season than in the years before. Looking at the online retail sector, <\/span><a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/retail-holiday-insights\/?d=cta-body-promo-1018\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">&nbsp;research by Salesforce<\/span><\/a><span style=\"font-weight: 400;\"> indicates that online prices will soar by +7% compared to 2021, with shoppers placing 7% fewer orders in November &amp; December, estimates say. Hence, consumers will start shopping earlier to circumvent rising prices &#8211; predictions say that 29% of holiday sales will happen in November. With aggravated price sensitivity, retailers need to monitor their <\/span><a href=\"https:\/\/smarter-ecommerce.com\/en\/retail-insights\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">price competitiveness<\/span><\/a><span style=\"font-weight: 400;\"> now more than ever before to win the favor of Black Friday shoppers.&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2302\" height=\"1059\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Black-friday-search-interest.png\" alt=\"Graph showing that Black friday search interest start earlier this year compared to 2021\" class=\"wp-image-9563\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Black-friday-search-interest.png 2302w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Black-friday-search-interest-300x138.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Black-friday-search-interest-1024x471.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Black-friday-search-interest-1536x707.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Black-friday-search-interest-2048x942.png 2048w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Black-friday-search-interest-650x300.png 650w\" sizes=\"auto, (max-width: 2302px) 100vw, 2302px\" \/><figcaption class=\"wp-element-caption\">Interest for Black Friday in the UK starts earlier this year<\/figcaption><\/figure>\n<\/div>\n\n\n<h4 class=\"wp-block-heading\" id=\"h-tough-times-in-the-ecommerce-sector\"><span style=\"font-weight: 400;\">Tough times in the ecommerce sector<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">As a subset of the many uncertainties in the current economy, ecommerce is facing punishing <\/span><a href=\"https:\/\/www.salesforce.com\/resources\/research-reports\/shopping-index\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">year-over-year effects<\/span><\/a><span style=\"font-weight: 400;\">, with German ecommerce revenue pegged at -24%, and the UK at -10% in Q2 2022. Rising supplier, labor and transportation costs will affect profitability, as retailers only have limited room to pass on rising costs to the consumers. Distressed businesses optimizing by conventional means like efficiency (ROAS) and volume (revenue) are likely to get caught in a vicious circle. Hence we advocate profit (\u20ac) optimization rather than profitability (%) as it inherently solves for both volume and efficiency.&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-supply-chain-disruptions\"><span style=\"font-weight: 400;\">Supply chain disruptions<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">The ongoing Russian-Ukraine war is only one of the factors that put pressure on the supply chain, as both countries are important suppliers of mineral and agricultural commodities, causing a <\/span><a href=\"https:\/\/www.statista.com\/study\/116091\/digital-economy-compass\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">slowdown in global growth<\/span><\/a><span style=\"font-weight: 400;\">. Supply chain shocks such as wars, COVID-19 lockdowns, shutdowns of ports, or shortages of intermediate inputs like chips or chemicals cause congestion in global trade, resulting in delayed delivery times. Consumers will see the consequences of rising prices for durable goods but also for food and gas. This is putting a halt to additional spending during Black Friday, Cyber Monday and Christmas for many.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"562\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Supply-chain-disruption-1024x562.png\" alt=\"\" class=\"wp-image-9576\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Supply-chain-disruption-1024x562.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Supply-chain-disruption-300x165.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Supply-chain-disruption-1536x843.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Supply-chain-disruption-2048x1124.png 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Delayed delivery times &amp; supply chain disruptions (source: <a href=\"https:\/\/www.statista.com\/study\/116091\/digital-economy-compass\/\" target=\"_blank\" rel=\"noreferrer noopener\">Statista<\/a> Digital Economy Compass)<\/figcaption><\/figure>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-shopping-vs-soccer-nbsp\"><span style=\"font-weight: 400;\">Shopping vs. soccer&nbsp;<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Another element that makes this year\u2019s Black Friday and Christmas shopping season unique is the FIFA men\u2019s World Cup taking place in Qatar from November 20th to December 18th, 2022. This falls directly into the Shopping peak season. The impact this major sports event will have on consumers\u2019 shopping and spending behavior is hard to estimate. On Black Friday itself, England and the United States will meet on the field. Will consumers rather stay home than do their shopping in brick-and-mortar stores? Will online sales benefit from this? <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">It is quite likely that big retailers will shift parts of their advertising budgets to TV advertising. However, we believe that programmatic advertising could play an important role as well, with people watching the games \u201con the go\u201d via their phones and tablets. Read on to learn how you can use Programmatic for your Black Friday ecommerce strategy or <a href=\"#h-programmatic-advertising-in-your-black-friday-ecommerce-strategy\">take a shortcut<\/a>.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-performance-max-google-s-new-campaign-type\"><span style=\"font-weight: 400;\">Performance Max &#8211; Google\u2019s new campaign type<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">When it comes to the Google advertising space, the hot topic for your 2022 Black Friday ecommerce strategy is evident: Performance Max campaigns. The new campaign type is said to be Google\u2019s most disruptive one yet. In a nutshell, PMax replaces Smart Shopping campaigns and allows retailers to advertise across all of Google\u2019s ad inventory (Display, Search, YouTube, etc.). Plus, it automates asset creation: All you need to do is upload different assets (logos, pictures, etc.) and let Google do the work in creation, bidding &amp; delivery. The downside to all of this? Performance Max gives you only very limited possibilities to steer your campaigns, disabling bids and making ROAS the only lever to pull, as well as significantly less audience and reporting insights. This is an additional challenge that retailers need to face this holiday season. We\u2019ll elaborate on these issues and how you can resolve them a bit <a href=\"#h-challenges-online-retailers-encounter-with-pmax\">further down<\/a>.&nbsp;<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"281\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Pmax-visual-300x281.png\" alt=\"PMax visual with megaphone\" class=\"wp-image-9578\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Pmax-visual-300x281.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Pmax-visual.png 866w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">PMax is indeed a powerful platform that covers a huge part of relevant ad inventory for retailers. However, we would not recommend relying on this channel exclusively for your Black Friday ecommerce strategy to promote your special offers. Instead, you can clearly benefit from a multi-channel strategy with a diversified marketing mix, leveraging the potential and reach of <a href=\"#h-meta-s-take-on-automation-advantage-campaigns\">paid social<\/a> or <a href=\"#h-programmatic-advertising-in-your-black-friday-ecommerce-strategy\">programmatic advertising<\/a> to grab your customer\u2019s attention.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-performance-max-for-your-black-friday-ecommerce-strategy\"><span class=\"ez-toc-section\" id=\"performance-max-for-your-black-friday-ecommerce-strategy\"><\/span><span style=\"font-weight: 400;\">Performance Max for your Black Friday ecommerce strategy<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Now, let\u2019s have a deeper look at Performance Max: What are the challenges for you as a retailer and how can you still win? We have observed some very interesting developments in the new campaign type.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-challenges-online-retailers-encounter-with-pmax\"><span style=\"font-weight: 400;\">Challenges online retailers encounter with PMax<\/span><\/h3>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-pmax-who-wins-if-we-all-drive-the-same-car-nbsp\"><span style=\"font-weight: 400;\">PMax: Who wins if we all drive the same car?&nbsp;<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">We at smec like to compare the challenges within Performance Max with self-driving cars: If all formula 1 cars were self-driving and equipped with the same engine, which car would win and why? This is the essence of PMax\u2019s problem. <\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"138\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/self-driving-car-analogy-300x138.png\" alt=\"If all formula 1 cars were self-driving and equipped with the same engine, which car would win and why? \" class=\"wp-image-9580\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/self-driving-car-analogy-300x138.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/self-driving-car-analogy-1024x471.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/self-driving-car-analogy-650x300.png 650w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/self-driving-car-analogy.png 1092w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400;\">With reduced steering possibilities, it\u2019s almost impossible for retailers to win over their competitors without reducing it to a battle of who has the lowest prices, biggest brands and most generous budgets. But even if you take on the challenge and get started with PMax, there are some more pitfalls.&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-a-slippery-slope-the-bestseller-bias-nbsp\"><span style=\"font-weight: 400;\">A slippery slope: The bestseller bias&nbsp;<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">The underlying problem of Performance Max\u2019s self-driving mode is what we like to call the \u201cbestseller bias\u201d: Imagine you go for a simplified campaign setup and put all your items into one single campaign. The majority of your campaign budget will be allocated to your top-performing products while the long tail is neglected. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\"><strong>Why? <\/strong><\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">PMax is a goal-oriented campaign type, so the algorithm does everything to reach this goal &#8211; and favors the bestselling items. This however means that your hidden champions might not get the exposure they deserve during Black Friday. Furthermore, Performance Max tends to over- or underspend on the SKU level. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">We saw campaigns that <em>over-delivered<\/em> on the ROAS goal for bestsellers, while <em>under-delivering<\/em> on the long tail. If you put all your items in the same campaign and let the algorithm do the rest, you can barely steer it. This heavy bestseller bias makes you dependent on a few items and prevents you from finding new revenue opportunities.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-the-problem-with-product-availability-nbsp\"><span style=\"font-weight: 400;\">The problem with product availability&nbsp;<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">As a retailer participating in the Black Friday shopping season, you obviously need to keep an eye on the availability of your products. With Performance Max this results in another challenge: Google\u2019s algorithm does not know which of your products are in stock, low in stock or out of stock. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Now, combine this issue with the above-mentioned bestseller bias and PMax might <em>send traffic to products that aren\u2019t available<\/em> anymore, making your conversion rates suffer.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Sounds bad, right? <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\"><strong>But don\u2019t worry: <\/strong>We wouldn\u2019t be smec if we didn\u2019t have some aces up our sleeves to help you master this year\u2019s Black Friday, Cyber Monday and Christmas campaigns. We came up with some useful solutions and recommendations that can help you solve these challenges during the holiday season and beyond &#8211; just keep reading.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-to-optimise-your-pmax-campaigns-for-the-holiday-season\"><span style=\"font-weight: 400;\">How to optimise your PMax campaigns for the holiday season<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Now, you might be inclined to set up Performance Max campaigns and use Maximum conversion value as your bidding strategy for the holiday season. This however requires careful upfront testing and you lose ROAS as a tactical lever. For us, the solution lies in data instead.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-which-data-is-relevant-for-performance-max\"><span style=\"font-weight: 400;\">Which data is relevant for Performance Max<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Remember the self-driving car metaphor? You essentially need to alert the car (i.e. Performance Max\u2019s algorithm) about every curve, every stop sign, every bump in the road. To identify which data is relevant, you first need to know:&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">what data is important to you and your business internally<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">what does the shoppers\u2019 behavior looks like and what they are looking for<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400;\">We recommend referring to your proprietary<strong> inventory data<\/strong> (such as margin data) and combining it with <strong>3rd party data<\/strong>. This includes competition and pricing data which helps determine the attractiveness of your prices. You\u2019ll want to push those attractively priced products a little bit more since they tend to get more conversions and save you cost.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Based on this, here are our top tips on how to beat competitors in PMax:&nbsp;<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\">Use (historical) auction insights and benchmark prices<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Account-level insights help identify movers and shakers<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Look into <\/span><a href=\"https:\/\/smarter-ecommerce.com\/en\/retail-insights\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">competition insights<\/span><\/a><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Look into retail category reporting to identify threats per product group<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Have a strategic look at your competitors and decide which battles you want to fight&nbsp;<\/span><\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2118\" height=\"454\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Screenshot-2022-10-11-at-15.33.46.png\" alt=\"Data to include for PMax optimsation\" class=\"wp-image-9573\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Screenshot-2022-10-11-at-15.33.46.png 2118w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Screenshot-2022-10-11-at-15.33.46-300x64.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Screenshot-2022-10-11-at-15.33.46-1024x219.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Screenshot-2022-10-11-at-15.33.46-1536x329.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2022\/10\/Screenshot-2022-10-11-at-15.33.46-2048x439.png 2048w\" sizes=\"auto, (max-width: 2118px) 100vw, 2118px\" \/><\/figure>\n\n\n\n<p><span style=\"font-weight: 400;\">If this sounds a tad overwhelming for you or you are unsure about where to start, <\/span><a href=\"https:\/\/smarter-ecommerce.com\/en\/enhanced-performance-max\/#get-in-touch-now\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">let us know.<\/span><\/a><span style=\"font-weight: 400;\"> We will talk you through our approach and how you can benefit from the potential that lies in your data.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you are now asking yourself: \u201cIs Black Friday even worth all the effort?\u201d &#8211; here\u2019s the thing: Yes, the holiday season is very discount-driven, making it hard for retailers to retain customers that are only looking for the best deals. But there are ways to identify those precious, valuable clients that will engage in a long-lasting relationship with your business. Cue: Customer Lifetime Value (CLV).&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-prepare-not-react-the-power-of-clv-in-pmax\"><span style=\"font-weight: 400;\">Prepare, not react: the power of CLV in PMax<\/span><\/h4>\n\n\n\n<p><span style=\"font-weight: 400;\">Acquiring new customers is a costly endeavor &#8211; especially during the busy Black Friday &amp; Christmas season. Here, CLV can help you to understand the value a customer brings to your business.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">CLV is the total value a customer generates for a retailer over the lifetime of their relationship. So from the 1<\/span><span style=\"font-weight: 400;\">st <\/span><span style=\"font-weight: 400;\">purchase to whenever they stop buying from that store.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">You can calculate CLV using historical data or predict it through machine learning models. This information helps you to identify and better serve your most valuable customers by improving their purchasing experience and concentrating your inventory on products these shoppers prefer. Hear more about the benefits of using CLV from our Data Scientist Katherine:&nbsp;<\/span><\/p>\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed is-type-video is-provider-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"lyte-wrapper\" style=\"width:853px;max-width:100%;margin:5px;\"><div class=\"lyMe hidef\" id=\"WYL_AmWSXhMvvJU\"><div id=\"lyte_AmWSXhMvvJU\" data-src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=%2F%2Fi.ytimg.com%2Fvi%2FAmWSXhMvvJU%2Fmaxresdefault.jpg\" class=\"pL\"><div class=\"tC\"><div class=\"tT\"><\/div><\/div><div class=\"play\"><\/div><div class=\"ctrl\"><div class=\"Lctrl\"><\/div><div class=\"Rctrl\"><\/div><\/div><\/div><noscript><a href=\"https:\/\/youtu.be\/AmWSXhMvvJU\" rel=\"nofollow\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/plugins\/wp-youtube-lyte\/lyteCache.php?origThumbUrl=https%3A%2F%2Fi.ytimg.com%2Fvi%2FAmWSXhMvvJU%2F0.jpg\" alt=\"YouTube video thumbnail\" width=\"853\" height=\"460\" \/><br \/>Watch this video on YouTube<\/a><\/noscript><\/div><\/div><div class=\"lL\" style=\"max-width:100%;width:853px;margin:5px;\"><\/div><figcaption><\/figcaption><\/figure>\n\n\n<p><span style=\"font-weight: 400;\">In a nutshell, CLV prediction helps you to react early to prevent customer churn, reduce marketing efforts towards non-profitable segments and improve the relationship with your customers. Furthermore, you\u2019ll be able to anticipate demand and revenue inflow and prepare accordingly. You can also use this data to optimise your bidding in Google Ads instead of focusing solely on raw revenue.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-to-use-standard-shopping-amp-pmax-in-a-hybrid-approach-nbsp-nbsp\"><span style=\"font-weight: 400;\">How to use Standard Shopping &amp; PMax in a hybrid approach&nbsp;&nbsp;<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">To enable CLV-based bidding you might want to consider a <strong>hybrid approach<\/strong>: As you have only limited influence on your bidding strategy in PMax, running Standard Shopping as well is a valid option. Like this, you have more control over selected products or can clear stock more easily if needed. One way could be to use Performance Max for your top sellers and cover the long tail with Standard Shopping campaigns. But make sure to exclude those products from your Performance Max campaigns, as PMax trumps Standard Shopping if both campaign types cover the same items.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">Believe it or not, there is more to a Black Friday ecommerce strategy than just Google Ads \ud83d\ude09 Let\u2019s have a look at some other options.&nbsp;<\/span><\/p>\n\n\n\n<div style=\"height:26px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<!--<iframe loading=\"lazy\" src=\"https:\/\/go.smarter-ecommerce.com\/l\/224312\/2022-10-18\/s5w9b\" width=\"100%\" id=\"bf2022\" height=\"400\" type=\"text\/html\" frameborder=\"0\" allowtransparency=\"true\" style=\"border: 0\"><\/iframe>-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-expanding-your-reach-for-black-friday-nbsp\"><span class=\"ez-toc-section\" id=\"expanding-your-reach-for-black-friday\"><\/span><span style=\"font-weight: 400;\">Expanding your reach for Black Friday&nbsp;<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">You as a retailer can leverage synergies between different channels: If a product already sells well through Google Shopping, why not also push it through other channels?&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-programmatic-advertisin-g-in-your-black-friday-ecommerce-strategy\"><strong><span style=\"font-weight: 400;\">Programmatic advertisin<\/span>g in your Black Friday ecommerce strategy<\/strong><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Programmatic advertising allows you to deliver your ads to a broader audience than through Google Ads. You can set up compelling display, video, or audio campaigns and serve them through several different ad exchanges. At the same time, programmatic offers sophisticated audience targeting possibilities through first- and third-party data. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">If you thought that programmatic banner ads are only useful for the top of the funnel &amp; awareness campaigns &#8211; there\u2019s more! You can also use the technology for retargeting campaigns. There are many more benefits from programmatic advertising. But it\u2019s probably best to hear it directly from an expert:&nbsp;<\/span><\/p>\n\n\n\n<p><br><iframe loading=\"lazy\" style=\"border-radius: 12px;\" src=\"https:\/\/open.spotify.com\/embed\/episode\/2WMOmsdQNCZ3PRmtH8MzKZ?utm_source=generator\" width=\"100%\" height=\"352\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\">&lt;\/p><\/iframe><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\" id=\"h-simplify-banner-creation-with-programmatic-ad-automation-nbsp\"><span style=\"font-weight: 400;\">Simplify banner creation with Programmatic Ad Automation&nbsp;<\/span><\/h4>\n\n\n\n<p><a href=\"https:\/\/smarter-ecommerce.com\/en\/programmatic-ad-automation\/\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">Programmatic Ad Automation<\/span><\/a><span style=\"font-weight: 400;\"> takes it one step further: With this technology, you automate the creation of product-based creatives for your best-selling products from Google Ads and\/or Analytics. This enables you to expand the reach of your bestsellers while reducing manual effort significantly. It relies on dynamic creatives that allow you to customise the ad content for users based on a variety of criteria in real-time. Every element &#8211; be it CTA buttons, Exit URLs or images &#8211; interchangeable. The creative content can be exchanged programmatically via a feed and a set of content rules.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1638\" height=\"1044\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-13.21.40.png\" alt=\"How Programmatic Ad Automation works\" class=\"wp-image-9552\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-13.21.40.png 1638w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-13.21.40-300x191.png 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-13.21.40-1024x653.png 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-13.21.40-1536x979.png 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/Screenshot-2022-10-11-at-13.21.40-110x70.png 110w\" sizes=\"auto, (max-width: 1638px) 100vw, 1638px\" \/><figcaption class=\"wp-element-caption\">How Programmatic Ad Automation works<\/figcaption><\/figure>\n<\/div>\n\n\n<p>You can also learn more about Programmatic from our <a href=\"https:\/\/smarter-ecommerce.com\/dl\/preview\/en\/?q=https:\/\/go.smarter-ecommerce.com\/l\/224312\/2022-07-27\/rd3cn\">E-Book here<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-microsoft-the-hidden-channel\"><span style=\"font-weight: 400;\">Microsoft &#8211; the hidden channel<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Microsoft Advertising is a hidden gem for retailers! In Germany for example, Microsoft Search Network has a <\/span><a href=\"https:\/\/about.ads.microsoft.com\/en-us\/insights\/planning-tools\/microsoft-search-network-data?Market=DE\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">24% PC market share<\/span><\/a><span style=\"font-weight: 400;\">. Their audience is especially interesting for retailers in the B2B sector with Microsoft\u2019s high-value users being a bit more income-heavy clients. Also, your ads will be delivered on Ecosia &#8211; a non-profit search engine that dedicates<\/span><a href=\"https:\/\/unfccc.int\/climate-action\/momentum-for-change\/activity-database\/search-engine-that-plants-trees\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\"> 80% of its profits <\/span><\/a><span style=\"font-weight: 400;\">generated through advertising to tree-planting projects. Through this, retailers can serve their ads to an eco- and privacy-conscious target group as well.&nbsp;&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-meta-s-take-on-automation-advantage-campaigns\"><span style=\"font-weight: 400;\">Meta\u2019s take on automation: Advantage+ campaigns<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">On the social media side, the most interesting developments for this holiday season are Meta\u2019s Advantage+ Shopping campaigns. You can consider them a sort of PMax for the Meta universe. The new campaign type uses AI to simplify and automate the campaign creation process, including ad creation, budget spending and bidding. This clearly indicates the big advertising platforms\u2019 inclination to AI-driven solutions.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-a-new-contender-tiktok-nbsp\"><span style=\"font-weight: 400;\">A new contender: TikTok&nbsp;<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The Chinese social media channel recently announced <\/span><a href=\"https:\/\/www.tiktok.com\/business\/en\/blog\/ecommerce-ad-formats-convert-viewers-shoppers\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">new advertising possibilities<\/span><\/a><span style=\"font-weight: 400;\"> for retailers with e.g. video shopping ads that are automatically created by linking product feeds to TikTok\u2019s AI. These however are still in the testing phase and not yet available globally.&nbsp;<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400;\">In the same way that you shouldn\u2019t rely on one single advertising channel, you also shouldn\u2019t focus solely on one shopping date. The holiday season is so much more than Black Friday and Christmas. Instead, there are several key dates for retailers to keep in mind. We have compiled the most important ones to consider for your Black Friday ecommerce strategy.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-most-important-dates-for-black-friday-amp-holiday-season\"><span class=\"ez-toc-section\" id=\"the-most-important-dates-for-black-friday-holiday-season\"><\/span><span style=\"font-weight: 400;\">The most important dates for <span style=\"font-weight: 400;\">Black Friday &amp; holiday season<\/span><\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"369\" src=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/BF-pages-NL-00-1024x369.jpg\" alt=\"The most important dates for the ecommerce strategy in the holiday season 2022\" class=\"wp-image-9586\" srcset=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/BF-pages-NL-00-1024x369.jpg 1024w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/BF-pages-NL-00-300x108.jpg 300w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/BF-pages-NL-00-1536x554.jpg 1536w, https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/BF-pages-NL-00.jpg 1917w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">The most important dates for your Black Friday &amp; holiday season ecommerce strategy<\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">November 11 &#8211; Singles Day<\/span> <\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">Originally an unofficial Chinese holiday, this Shopping event is becoming bigger and bigger in the entire world. With Performance Max campaigns you can connect with your audience on a bigger scale.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">November 20 &#8211; December 18 &#8211; FIFA World Cup&nbsp;<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">With billions of viewers, this year\u2019s men\u2019s soccer World Cup could have impacts on customers\u2019 shopping behavior as it will be present during the entire holiday season. Consider a multi-channel approach combining Performance Max, Programmatic advertising and Social.<\/span> Like this, you can<span style=\"font-weight: 400;\"> capture shoppers that are glued to their displays following 22 men chasing a ball.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">November 25 &amp; November 28 &#8211; Black Friday &amp; Cyber Monday<\/span> <\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">The Friday and Monday after Thanksgiving are the kick-offs to holiday shopping for many. Some retailers extend their special offers into Cyber Week. Make sure to stand out with <\/span><a href=\"https:\/\/support.google.com\/merchants\/answer\/9017019\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">sales price annotations<\/span><\/a><span style=\"font-weight: 400;\"> on ads and free listings. Furthermore, you can use Performance Max&#8217;s new customer acquisition goal to attract new customers.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">December 20 &#8211; Last Day for Express Shipping<\/span> <\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">To ensure that your customers get their newly bought presents in time, you need to check your carriers\u2019 shipping deadlines during peak season. You can then highlight your shipping terms with <\/span><a href=\"https:\/\/services.google.com\/fh\/files\/emails\/shipping_speed_settings_external_one_sheeter.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">account and item-level shipping<\/span><\/a> <span style=\"font-weight: 400;\">and<\/span> <a href=\"https:\/\/support.google.com\/merchants\/answer\/9780562?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">free and fast shipping annotations<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">December 24 &#8211; Christmas Eve<\/span> <\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">If you also have a brick-and-mortar store or outlet, you can use the day before Christmas to target last-minute shoppers. Simply add store pickup labels to your local inventory ads for <\/span><a href=\"https:\/\/support.google.com\/merchants\/answer\/7029574\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">pickup today<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/support.google.com\/merchants\/answer\/9439765?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">in a few days<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">January 1<span style=\"font-weight: 400;\"> &#8211; Sales Season<\/span><\/h3>\n\n\n\n<p><span style=\"font-weight: 400;\">After Christmas, the sales extravaganza starts! Customers will look for the best deals during the January sales. Upload your best<\/span> <a href=\"https:\/\/support.google.com\/merchants\/answer\/4588748?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\"><span style=\"font-weight: 400;\">promotions and deals<\/span><\/a><span style=\"font-weight: 400;\"> in the Merchant Center to target price-conscious customers or use the Content API to scale your existing promotions.<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-your-checklist-for-a-successful-black-friday-ecommerce-strategy\"><span class=\"ez-toc-section\" id=\"your-checklist-for-a-successful-black-friday-ecommerce-strategy\"><\/span><span style=\"font-weight: 400;\">Your checklist for a successful Black Friday ecommerce strategy<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><span style=\"font-weight: 400;\">Before we wrap this up with the most important tips: If you do not see value in the Black Friday &amp; Christmas shopping frenzy, you are by no means obliged to come up with offers that in the end are not beneficial to your company. In the past, we have seen retailers who choose not to participate in some of those key promotional days, because they think that it&#8217;s too transactional, too discounting-based and not really generating new customers. Keep this in mind when drafting up your end-of-the-year strategy.&nbsp;<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Strategic inputs<\/span> for this year&#8217;s Black Friday ecommerce strategy<\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\"><strong>Plan<\/strong> ahead in time, understanding what you want to achieve and why<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\"><strong>Calculate<\/strong> historic or predicted <strong>CLV<\/strong> to identify your most valuable customers and steer your activities accordingly<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consider leveraging <strong>synergies<\/strong> between different advertising channels like Google Ads, Microsoft Advertising, Programmatic and paid social&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Assign a <strong>dedicated budget<\/strong> for the holiday season<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Closely <strong>monitor<\/strong> your performance and the competition to react quickly to any developments<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Keep the <a href=\"#h-the-most-important-dates-for-black-friday-holiday-season\">most important dates<\/a> in mind<\/span><\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><span style=\"font-weight: 400;\">Google Ads<\/span><\/h3>\n\n\n\n<ol class=\"wp-block-list\">\n<li><span style=\"font-weight: 400;\"><strong>Set up<\/strong> your Performance Max campaigns, stick with Standard Shopping or go for a hybrid approach&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consider <strong>segmenting<\/strong> your PMax campaigns for different ROAS goals&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Use <strong>inventory data <\/strong>and<strong> 3rd party data<\/strong> like competition and pricing insights as a lever to steer your PMax campaigns and to differentiate yourself from your competitors<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Build <strong>seasonality adjustments<\/strong> based on historical and competition data<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Consider a <strong>hybrid approach<\/strong> between Performance Max and Standard Shopping<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400;\">Tightly <strong>monitor<\/strong> the performance of your campaigns to make adjustments whenever needed<\/span><\/li>\n<\/ol>\n\n\n\n<p><span style=\"font-weight: 400;\">Even in these trying times, there are many ways to still make the most of this year\u2019s Black Friday, Cyber Monday and Christmas. With our tips, we believe you are well prepared for a successful holiday season. I<\/span>f you have any more questions for your Black Friday ecommerce strategy <span style=\"font-weight: 400;\">or i<\/span>f you simply <span style=\"font-weight: 400;\">want to get in touch with us &#8211; <\/span><a href=\"https:\/\/smarter-ecommerce.com\/en\/demo\/\"><span style=\"font-weight: 400;\">we are more than happy to talk<\/span><\/a><span style=\"font-weight: 400;\">!&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this year&#8217;s holiday season, online retailers are in for a ride, as the ecommerce sector is shaken by severe economic disruptions: war in Europe, inflation, recession and supply chain challenges. The unofficial \u201cend\u201d of the Covid-19 pandemic took a toll on online retailers as well, with consumers returning to &#8230;<\/p>\n","protected":false},"author":86,"featured_media":9590,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,479],"tags":[46,104,476,143,695],"class_list":["post-8222","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-google-ads","tag-black-friday","tag-ecommerce","tag-google-ads","tag-google-shopping","tag-performance-max"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Black Friday &amp; holiday season ecommerce strategy in 2022<\/title>\n<meta name=\"description\" content=\"Powerful online marketing strategies, opportunities &amp; tactics for your Black Friday &amp; holiday season ecommerce strategy.\" \/>\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\/ecommerce\/black-friday-holiday-ecommerce-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ecommerce strategy for Black Friday &amp; holiday season 2022\" \/>\n<meta property=\"og:description\" content=\"Powerful online marketing strategies, opportunities &amp; tactics for your Black Friday &amp; holiday season ecommerce strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/ecommerce\/black-friday-holiday-ecommerce-strategy\/\" \/>\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=\"2022-10-04T11:57:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-03-25T08:43:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/BF-blog-hero.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sophie Messner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/smarter-ecommerce.com\/blog\/en\/wp-content\/uploads\/2021\/10\/BF-blog-hero.jpg\" \/>\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=\"Sophie Messner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"17 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\\\/ecommerce\\\/black-friday-holiday-ecommerce-strategy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/ecommerce\\\/black-friday-holiday-ecommerce-strategy\\\/\"},\"author\":{\"name\":\"Sophie Messner\",\"@id\":\"https:\\\/\\\/smarter-ecommerce.com\\\/blog\\\/en\\\/#\\\/schema\\\/person\\\/7d489cd94bcc7102e2529dac0fcf0870\"},\"headline\":\"Ecommerce strategy for Black Friday &#038; 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