Get ready for Black Friday: technical management of your campaigns
Posted: Mon Dec 23, 2024 5:30 am
Black Friday, as we have mentioned in previous posts, is one of the most important events in the e-commerce industry. When we talk about Black Friday, we are not only focusing on the last month of November, but on various actions or tactics around this date that manage to increase the number of conversions. Black Month, Black Week, Black Friday, Black Weekend, Cyber Week, Cyber Monday, among others, are actions that are part of this strategy that can be as long as the entire month of November.
If we say that this is a period of high conversion, we must take into account that we must be prepared to receive a high volume of traffic and interactions on our website and social networks. The investment strategy increases during these periods and focuses on impacting all those users who already know the brand and have previously interacted with it. This is where the importance of technical management of the campaigns lies, since having a correct measurement on all channels will allow for better results during this period of promotions.
The most important thing when managing the technical architectural industry email list section of the campaigns is to have the measurement of all conversion events fully configured in each of the advertising management platforms that we have, be it Meta, Google, Tik Tok or Pinterest. We should not only focus on validating that the purchase conversion events are being measured correctly but also the events of viewing the product, adding to the cart and starting the payment, since these are the events that feed the remarketing campaigns that play a very important role when talking about Black Friday. This is mainly because most of the conversions will come from that user who already knows our brand previously and for some reason has not made a purchase.
The measurement section is usually a challenge and depends on each of the platforms, so we suggest doing periodic reviews, using the official applications, modules or plug-ins of the platforms or running connections through Google Tag Manager. There will be incidents that must be reviewed and resolved with high priority to achieve a good conversion.
Catalogs and product feeds
The technical section of campaigns should also include the management of the product catalogue for various platforms, as these allow for the execution of strategies at the ad level that are very attractive, showing dynamic ads, best-selling products or products that are ideal for the user of the brand. Managing the catalogue involves having a feed of updated products, with updated prices, quality photographs and prices that match those that will be in the various promotions to be executed. The most important thing is to avoid at all costs having a feed with products that are not in stock or available, as the intention to buy or sell impulsively may decrease.
Similarly, it is important to understand the management of databases and the uploading of these to the various platforms to impact these users in various remarketing campaigns and also in the creation of similar audiences or identification of audience types according to the platform.
Google Analytics: The Key
All the previous technical sections in each platform will allow the conversions to be measured appropriately in the respective tools, however, it is necessary to be able to connect each and every one of them in a measurement platform, which is Google Analytics. In Google Analytics we can identify the traffic and its impact discriminated by each of the advertising or organic channels. Here we can have a multi-channel analysis not only of the conversions but of the impact of each of the channels on issues such as average session duration, traffic, bounce rate, among others. This data will be valuable for decision making in optimizing the strategy in real time.
If we say that this is a period of high conversion, we must take into account that we must be prepared to receive a high volume of traffic and interactions on our website and social networks. The investment strategy increases during these periods and focuses on impacting all those users who already know the brand and have previously interacted with it. This is where the importance of technical management of the campaigns lies, since having a correct measurement on all channels will allow for better results during this period of promotions.
The most important thing when managing the technical architectural industry email list section of the campaigns is to have the measurement of all conversion events fully configured in each of the advertising management platforms that we have, be it Meta, Google, Tik Tok or Pinterest. We should not only focus on validating that the purchase conversion events are being measured correctly but also the events of viewing the product, adding to the cart and starting the payment, since these are the events that feed the remarketing campaigns that play a very important role when talking about Black Friday. This is mainly because most of the conversions will come from that user who already knows our brand previously and for some reason has not made a purchase.
The measurement section is usually a challenge and depends on each of the platforms, so we suggest doing periodic reviews, using the official applications, modules or plug-ins of the platforms or running connections through Google Tag Manager. There will be incidents that must be reviewed and resolved with high priority to achieve a good conversion.
Catalogs and product feeds
The technical section of campaigns should also include the management of the product catalogue for various platforms, as these allow for the execution of strategies at the ad level that are very attractive, showing dynamic ads, best-selling products or products that are ideal for the user of the brand. Managing the catalogue involves having a feed of updated products, with updated prices, quality photographs and prices that match those that will be in the various promotions to be executed. The most important thing is to avoid at all costs having a feed with products that are not in stock or available, as the intention to buy or sell impulsively may decrease.
Similarly, it is important to understand the management of databases and the uploading of these to the various platforms to impact these users in various remarketing campaigns and also in the creation of similar audiences or identification of audience types according to the platform.
Google Analytics: The Key
All the previous technical sections in each platform will allow the conversions to be measured appropriately in the respective tools, however, it is necessary to be able to connect each and every one of them in a measurement platform, which is Google Analytics. In Google Analytics we can identify the traffic and its impact discriminated by each of the advertising or organic channels. Here we can have a multi-channel analysis not only of the conversions but of the impact of each of the channels on issues such as average session duration, traffic, bounce rate, among others. This data will be valuable for decision making in optimizing the strategy in real time.