Black Friday and Cyber Monday sales have gained significant popularity in India due to the growth of e-commerce, increasing consumer interest in online shopping, and of course, the discounts!

This year, the Black Friday and Cyber Monday (BFCM) sales will start after Diwali, adding a few more days and opportunities to the festive shopping season. Last year, GoKwik reported a 63% increase in Gross Merchandise Value (GMV) during the 3 days around Black Friday compared to their 10-day Diwali sales. In addition, 51% of merchants in the GoKwik network saw at least a 30% spike in orders. It underlines the growing importance of Black Friday for e-commerce platforms and retailers in India. 

Indian consumers eagerly await Black Friday and Cyber Monday sales for deals and discounts on varied products, including electronics, clothing, accessories, and home goods. CTRs soar, and conversion rates see a remarkable boost as the slashed prices nudge consumers to return to their abandoned carts. Read on to find actionable tips and insights on how brands can optimize Black Friday & Cyber Monday performance marketing campaigns to drive sales.

Strategies to Optimize Black Friday & Cyber Monday Performance Marketing Campaigns:

1. Over 60% of consumers find personalized product recommendations helpful; however, as many as half find them intrusive beyond a point. To avoid overwhelming consumers and maintain (and boost) engagement, brands should implement frequency caps.
2. Using Callout Extensions, brands can highlight the unique selling points of their products, and structured snippet extensions can provide users with a quick overview of the types of deals available during the BFCM sales. 
3. Remarketing campaigns targeted toward users who have previously viewed the product pages or have abandoned carts can help increase the cost-effectiveness of the paid search campaigns. Phrases like “limited offers” and “exclusive discounts” can be particularly effective to enhance these efforts. 
4. Brands should design a dedicated mobile-friendly landing page for their BFCM promotions to engage customers effectively. This page should effectively convey the offers, feature a prominent CTA, and ensure a seamless user experience. Strategically placing countdown timers and crafting attention-grabbing copies are essential to generating urgency and increasing shopping intent.
5. Roughly one in three Gen Z individuals trust influencer recommendations. Brands need to partner with the right influencers with a substantial following in their niche to harness this trust and boost brand engagement. Authentic content increases engagement and forms the cornerstone of brand trust. Integrated with a robust performance marketing strategy, it leads to long-term success and customer loyalty.
6. Brands can experiment with elements such as headlines, visuals, CTAs, and offers to ascertain which versions yield the best results. Running A/B tests and fine-tuning campaigns are crucial for optimizing performance using the insights gained from these tests. 

After the Black Friday and Cyber Monday sales have concluded, the work is far from over. Leveraging the opportunities presented by BFCM sales is crucial for brands looking to stand out and thrive in the competitive market. Brands must conduct a detailed analysis of their campaign performance during and after the shopping holidays to gain valuable insights and learnings. This analysis helps identify areas of success and potential improvement, enabling them to refine their strategies.

Brands should plan for performance marketing beyond Black Friday and Cyber Monday. While these holidays offer significant opportunities, a year-round approach to performance marketing is imperative. By maintaining a customer-centric focus and adapting to changing consumer behavior, brands can secure long-term success.

Planning your next performance marketing campaign? Write to us at brew@blackcoffee.media to get fresh ideas brewing. 

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