Black Friday is one of the most competitive shopping days of the year in New Zealand, Australia, the US and many other markets. It is a critical time to get customers spending before the crazy Christmas period and businesses need to pull out all the stops to grab the attention of deal-hungry shopaholics. With countless ads bombarding potential shoppers both online and offline, crafting a standout campaign is no small feat. Here are five essential tips to ensure your ads shine brighter than the rest during Black Friday sales.
1. Start with a Strong Visual Appeal
Visuals are the first thing potential customers notice in an ad, and they play a crucial role in grabbing attention particularly for online ads like Google Shopping and Display, and Social Media channels like Facebook. For Black Friday, it’s all about bold, eye-catching designs that immediately convey urgency and value.
Use High-Contrast Colours: Black, red, and yellow are traditional colours that evoke urgency and excitement. Pair these with clean, bold typography to make your message pop.
Focus on Simplicity: While it’s tempting to include every detail in one ad, cluttered designs can overwhelm and deter viewers. Use a clean layout with one focal point—like a product image or the discount percentage.
Incorporate Movement: Animated graphics or short videos can increase engagement. A dynamic element, such as a countdown timer, price reduction or flashing sale sign can draw attention while emphasising urgency.
Brand Consistency: Ensure your branding is clear. Even in a promotional frenzy, your audience should instantly recognise your ad as yours, whether it’s through your logo, font, or colour scheme.
2. Craft Compelling Copy That Speaks Directly to Your Audience
Great visuals grab attention, but it’s the copy that convinces people to take action. During Black Friday, your messaging needs to be clear, concise, and irresistible. Everyone will be saying the same thing, so review competitor ads and look at how your copy can differ.
Highlight the Value: Use phrases like “Biggest Sale of the Year” or “Exclusive Black Friday Deals” to emphasise the uniqueness of your offer.
Use Actionable Language: Words like “Shop Now,” “Don’t Miss Out,” or “Hurry!” create a sense of urgency and encourage immediate action.
Speak to Customer Needs: Tailor your message to address specific pain points or desires such as getting more for less, surprising loved ones, or upgrading an old product.
Limit the Fine Print: While legal disclaimers are essential, avoid cluttering your ad with excessive details. Instead, direct customers to your website for full terms.
Add Personalization: If possible, segment your audience and use personalised messaging.
3. Create a Sense of Urgency and Exclusivity
Black Friday is synonymous with limited-time deals, so your ads should reflect this urgency. The more exclusive and fleeting the offer appears, the more likely shoppers are to act quickly.
Countdown Timers: Use countdown timers in your ads to show exactly how much time is left for the sale. This visual representation of urgency can motivate last-minute purchases.
Exclusive Offers: Promote VIP or early-access deals for loyal customers. For example, “Early Bird Special: Shop Before 10 AM for Extra Discounts!” makes customers feel privileged.
Limited Stock Alerts: Words like “Only 10 Left!” or “Limited Stock” can create fear of missing out (FOMO), which is a powerful motivator.
Hourly Deals: Rolling out new deals every hour keeps customers coming back to check what’s next, increasing engagement and sales.
4. Leverage Social Media for Maximum Reach
Social media platforms are essential for Black Friday advertising. With millions of users scrolling for deals, you can strategically position your brand in front of your target audience.
Invest in Paid Ads: Platforms like Facebook, Instagram, and TikTok allow you to target specific demographics, ensuring your ads reach those most likely to convert.
Utilize Stories and Reels: Short, engaging videos or stories are perfect for highlighting flash sales, limited-time offers, or behind-the-scenes content.
Collaborate with Influencers: Partnering with influencers can amplify your message. Choose influencers whose audience aligns with your target market, and have them showcase your deals authentically, be careful however not to use all your budget on one person.
Encourage Sharing: Create shareable content, such as exclusive discount codes for referrals or contests that encourage followers to tag friends. The more your ad spreads organically, the more impactful it becomes.
Engage with Followers: Respond to comments, answer questions, and interact with users who engage with your ads. A responsive presence builds trust and drives conversions.
5. Optimise for Mobile and User Experience
The majority of Black Friday shopping happens online, with a significant portion occurring on mobile devices. If your ads and shopping experience aren’t mobile-friendly, you risk losing potential customers.
Mobile-First Design: Ensure your ads are optimised for mobile viewing. Use large, readable fonts and buttons that are easy to tap.
Fast-Loading Pages: A slow-loading website or landing page can lead to high bounce rates. Optimise images, minimise unnecessary scripts, and test your site’s speed, and create special landing pages.
Clear Navigation: Make it easy for customers to find deals. Use direct links in your ads that take users straight to the products or categories being promoted, or a promotional landing page on your website.
Seamless Checkout Process: A complicated checkout process is one of the top reasons for cart abandonment. Offer guest checkout without having to create an account, multiple payment options, and transparent shipping information.
Test and Optimise: Use A/B split testing to experiment with different ad designs, copy, and calls-to-action. Analyse performance metrics and adjust your strategy to maximise results. Note your learnings for next year!
Standing out on Black Friday requires a strategic approach that combines visual appeal, persuasive messaging, and a customer-focused experience. By following these five tips—leveraging strong visuals, crafting compelling copy, creating urgency, using social media effectively, and optimising for mobile—you’ll be well on your way to creating ads that capture attention and drive sales.
Whether you are employing Google Ads or a print campaign as part of your sales strategy, this Black Friday let your brand be the one that shoppers remember amidst the sea of offers.
