How To Use Product Feeds To Dominate Black Friday Sales
Black Friday Sales – As Black Friday draws near, businesses are gearing up for one of the biggest shopping events of the year. The competition is fierce, with countless brands vying for the attention of eager consumers ready to spend. But how can you cash in and dominate this year’s Black Friday?

Dominate Black Friday Sales
With online shopping steadily becoming the number one way to shop, standing out in a crowded market requires more than just discounts; it demands precision in how your products are presented. This is where product feed optimisation comes into play. But what exactly is product feed optimisation, and where should you start with incorporating it into your Black Friday campaign?
In this blog, we’ll explore product feed optimisation, it’s essential role during Black Friday, best practices, and strategies to ensure your brand emerges as a winner.
Product Feed Optimisation: What Is It and Why It’s Essential for Black Friday
Product feed optimisation is the process of refining and enhancing the data used in product listings to ensure your products appear accurately and attractively across various e-commerce platforms, comparison engines, and online marketplaces. Depending on your products or services, this can involve fine-tuning product description, titles, images, and other key attributes to align search queries and improve visibility.
During Black Friday, when competition is at an all-time high, having a well-optimised product feed is critical for several reasons:
- Increased Visibility: A well-optimised product feed helps your products appear in relevant search results on platforms where your customers choose to shop, like Google Shopping, Amazon, and eBay. An incomplete or inaccurate product feed risks missing potential sales, as your products won’t show up in key searches.
- Enhanced User Experience: From electronics to retail and more, consumers are flooded with options in the lead-up to Black Friday. An optimised product feed with clear titles, compelling descriptions, and high-quality images creates a smooth, user experience, making it easier for shoppers to find and purchase your products.
- Improved Ad Performance: Many businesses rely on paid search ads and product listing ads (PLAs) during Black Friday. An optimised product feed ensures your ads display the most relevant and useful information, which can reduce cost-per-click (CPC) and improve your overall return on investment (ROI).
- Better Conversion Rates: Accurate, detailed, and appealing product listings can convert browsers into buyers. By ensuring consistent, informative, and engaging product information, you increase the likelihood of a purchase, especially during high-traffic periods like Black Friday.
Transform Your Brand into One to Remember this Black Friday
As the peak shopping season approaches, optimising your product feed is crucial for maximising engagement and conversions. From developing captivating product titles to incorporating strong keywords, here’s how to effectively tailor your product listings and advertising strategies to stand out in a crowded marketplace.
Key Components of Product Titles
One significant factor in product feed optimisation is the structure of your product titles. Ensure your titles include relevant keywords, brand names, and product attributes like size, colour or model. This improves searchability, helping the right customers find your products.
Different niches require unique approaches. We’ve outlined some of the most common industries below:
- Apparel: Prioritise attributes like colour, gender, and size. This helps customers quickly identify what they’re looking for.
- Electronics: Focus on details such as model number and product type. Clear and informative titles attract potential buyers.
- Home Goods and Furniture: Include detailed descriptions with dimensions, materials, and assembly instructions. Feature product images from multiple angles, including close-ups of details, to provide customers with a complete picture.
- Books and media: Include the author’s name, publisher, and publication date. Categorise the books by genre (fiction or nonfiction) and subgenre (mystery, romance, fantasy, etc.), and display customer ratings and reviews to build trust among readers.
- Health and Beauty Products: List all product ingredients, provide detailed instructions on how to use the product, and specify suitability for certain skin or hair types.
Seasonal Keywords
Incorporating seasonal keywords in your product titles can enhance visibility. For example, using terms like “Black Friday” or “Cyber Monday” creates engaging listings during peak shopping events. In a crowded market, these keywords help your listings stand out, ultimately improving conversion rates.
Analyse past sales data to identify seasonal patterns, helping you predict which products will be in high demand at certain times of the year and allowing you to optimise your keywords accordingly.
Best Practices for Product Feed Optimisation at Online Marketing Gurus
For over a decade, Online Marketing Gurus has been the leader in digital marketing. We’ve developed an in-depth understanding of what makes a brand successful during the holiday shopping period. Here are our recommended strategies for optimising product feeds:
- Customised Product Feeds: During Black Friday, many consumers already have an idea of which products they’re looking to pick up. To ensure your brand appears during their shopping experience, tailor your product types to organise the information effectively. This customisation helps create a clear breadcrumb trail for customers from browsing to checkout.
- Price Management: Maintain your standard price for at least 30 days before any promotional price drops to prevent disapproval of product listings. A sudden price increase followed by a drop can lead to disapproval, so consistency is vital. Additionally, ensure accurate stock levels, as nothing frustrates shoppers more than discovering an item is out of stock after they’ve added it to their cart.
- Promotion Extensions — Proper setup allows you to run promotion extensions through Google Merchant Center, enhancing your ad visibility during sales.
- Create Clear Asset Groups — Asset groups are a core component of effective product marketing. By creating separate asset groups for sales, you can streamline your marketing efforts and ensure your sales team can access all the necessary materials.
Google Ads Best Practices
With increased online eCommerce shopping activity and the ability to target specific audiences, Google Ads remains a powerhouse during Black Friday sales. For Performance Max campaigns, follow these foundational practices:
- Separate Asset Groups: Build separate asset groups for sales campaigns. Use headlines and descriptions that highlight promotional offers, ensuring all products included are part of the sale.
- Utilise Site Links and Custom Labels — Incorporate site links and ad copy tailored to your sales assets. Custom labels enable efficient management of promotional offers, allowing for quick adjustments as needed.
- Ad Customisation — Implement ad customisations to facilitate rapid changes to pricing or promotional variables without affecting your quality score. This flexibility is essential during peak sales periods.
Five Strategies Outside Product Feed Optimisation for a Successful Black Friday
While product feed optimisation is vital, it’s just one piece of the puzzle. Dominating Black Friday means taking a multifaceted approach to your digital marketing, utilising all tools at your disposal. To maximise your success on Black Friday, consider integrating these other powerful tactics:
1. Leverage Email Marketing
Email marketing continues to be one of the most effective tools for driving sales during Black Friday. A recent survey by WooCommerce found that 29% of merchants consider email marketing their most important tool during the holiday shopping season.
To optimise your email marketing, start by segmenting your email list to send targeted promotions to different customer groups, such as VIPs, first-time shoppers or customers who’ve abandoned carts. Incorporate urgency in your messaging by highlighting limited-time offers and including countdown timers to create a sense of FOMO (fear of missing out).
Personalisation is Key — tailor your email content to customer preferences and previous purchases to enhance engagement. Also, ensure your emails are mobile-optimised, as many shoppers will be browsing deals on their smartphones.
2. Implement Retargeting Campaigns
Retargeting can be a game-changer during Black Friday. Many shoppers will browse your products and leave without making a purchase. Retargeting ads allow you to remind potential customers about the products they view, incentivising them with discounts or free shipping offers. Whether through Facebook, Google Display Network or even Instagram, retargeting campaigns can recapture lost opportunities and convert indecisive browsers into buyers.
3. Optimise for Mobile Shopping
It’s no secret that mobile traffic spikes during Black Friday, and if your website isn’t optimised for mobile users, you’re likely missing out on a significant portion of sales. A responsive website that loads quickly on mobile devices is essential. Simplify your checkout process by offering guest checkout, multiple payment options (like PayPal, AfterPay or Apple Pay) and minimising the number of steps required to complete a purchase.
4. Run Social Media Campaigns
Black Friday is a time when shoppers are actively scrolling through social media looking for deals. Running paid social campaigns on platforms like Facebook, Instagram, and TikTok can help boost your visibility. Create engaging posts that showcase your best deals, highlight time-sensitive offers and encourage users to share with their network. Partnering with influencers who resonate with your target audience can also amplify your reach.
5. Prioritise Limited-Time Offers
One of Black Friday’s hallmarks is the sense of urgency. Time-limited offers, such as flash sales, limited two-for-one offers or doorbuster deals, can generate excitement and motivate shoppers to act quickly. To make the most of this strategy, create a promotional calendar outlining the deals you’ll offer throughout Black Friday and Cyber Monday.
Next Is Video Ads: The Black Friday Sales Boost You Didn’t Know You Needed
As Black Friday approaches, brands are seeking ways to stand out in the digital landscape and maximise their sales. While many focus on traditional forms of advertising, there’s a secret weapon more businesses should leverage— video ads. Whether you’re aiming to attract new customers, boost brand awareness or drive sales, video ads offer a powerful way to reach your audience and engage them emotionally.
At the recent 2024 OMG x Google Peak Roadshow, these very strategies were highlighted as crucial for maximising marketing effectiveness during peak sales seasons like Black Friday.
In this blog, we’ll dive into why video ads are essential for your Black Friday campaign, the types of video ads you can incorporate, tips on creating the perfect video ad, and how platforms like YouTube can help you achieve results beyond expectations.
The Role of Video in Digital Marketing
From watching vlogs to searching for DIY tutorials, video content has become a daily habit for consumers. As viewers spend more time on video, businesses need to adapt to meet them where they are. Video ads play a critical and persuasive role in online marketing, offering a dynamic and engaging way to communicate your message. They’re ideal for grabbing attention, explaining complex products and showcasing the value of your brand in a short time frame.
Platforms like YouTube, Instagram, and TikTok have made video consumption a daily habit for millions of people. As a result, marketers are increasingly prioritising video in their strategies to enhance brand visibility and drive engagement. For Black Friday, video ads offer a unique opportunity to stand out in the crowded online space, giving you a way to showcase your deals and products in a format that resonates with today’s audience.
Unlike other ad formats, video is highly unique in nature, as it can evoke emotions, which is key for Black Friday success. Let’s dive into how you can utilise this to your advantage.
The Emotional Power of Video
One of the most compelling reasons to incorporate video into your Black Friday strategy is its ability to evoke emotions. Unlike static images or text-based ads, videos combine visuals, sound, and narrative to create a deep emotional connection with the audience. Whether it’s the joy of holiday shopping or the urgency to act before a sale ends, video ads can tap into emotions that drive conversions.
As advertising expert Les Binet aptly states, “Nothing sells like emotions, and nothing creates emotions like videos.” In a highly competitive landscape like Black Friday, it’s not just about showcasing products — it’s about creating an emotional connection that encourages your audience to choose your brand over countless others.
Studies have shown that emotionally charged content tends to be more memorable and shareable. This is particularly important for Black Friday, where the competition for attention is fierce. An emotional video ad can keep your brand top of mind long after viewing, increasing trust and boosting sales.
Short-Form vs. Long-Form Video Ads: What’s Best for Black Friday?
When it comes to video ads, one size doesn’t fit all. Short-form and long-form video ads each have their place, depending on your campaign goals and platform.
- Short-Form Video Ads: Typically, under 30 seconds, short-form videos are perfect for quick, impactful messages. They work well on platforms like TikTok, Instagram Reels, and YouTube pre-roll ads. These ads grab attention quickly, deliver concise messages, and are perfect for highlighting limited-time Black Friday offers or product features.
- Long-Form Video Ads: Longer videos, usually over 60 seconds, allow for more storytelling and brand-building. They’re perfect for explaining product origins, sharing testimonials, or diving into what sets your Black Friday deals apart. Platforms like YouTube and Facebook are better suited for long-form video ads, where viewers expect a more in-depth experience.
So, which is the best approach for your Black Friday campaign? This will come down to your marketing goals and the actions you want your consumers to take. Both formats can be incredibly effective if used in the right context. Short-form ads create urgency and drive quick action, while long-form ads foster deeper engagement and connection with your audience.
Youtube: Your Platform for Black Friday Success

Dominate Black Friday Sales With Optimised YouTube Ads
With over 2 billion logged-in users every month, YouTube is the go-to platform for video consumption. Consumers actively search for product reviews, tutorials, and holiday shopping recommendations, making it a powerful tool for Black Friday campaigns.
Marketers like Mark Ritson have observed that brands are achieving both long-term and short-term marketing success through this platform. And the numbers back it up: According to Analytic Partners in Australia, brands that invest in both brand-building and performance campaigns on YouTube often see a higher return on investment (ROI) than on any other platform.
Take Australia, for example. According to Nielsen, YouTube reached more than 17 million Australians in June 2023, which equates to about 80-85% of the population. If you’ve ever wondered whether your Black Friday audience is on YouTube, the answer is a definite yes.
YouTube advertising features are also highly customisable. From skippable in-stream ads to bumper ads and discovery ads, you can choose the format that best suits your campaign goals. The platform also offers concentrated targeting options, allowing you to reach your ideal audience based on demographics, interests and even past search behaviour. This massive reach makes YouTube an ideal platform for Black Friday ads, whether you’re trying to build brand awareness or push for direct sales.
With this level of targeting, you can ensure your Black Friday video ads reach the right people at the right time, maximising your return on investment.
- The Rise of YouTube Shorts
YouTube Shorts is another valuable tool for Black Friday campaigns. These short, snackable videos are perfect for capturing attention quickly. With 17 billion daily views and 2 billion logged-in users, YouTube Shorts offers an unmatched opportunity to make an impact in bite-sized format, especially as consumers are on the go during Black Friday.
Don’t forget Instagram and TikTok
Instagram and TikTok have become highly visual platforms where short-form video content thrives. These platforms are excellent for capturing user attention, especially during high-engagement periods like Black Friday. By incorporating eye-catching visuals, animations, and compelling storytelling, you can make your brand memorable.
Both platforms are also excellent for user-generated content (UGC). By partnering with influencers relevant to your business or running contests, you can incentivise users to create their own videos featuring your products. Authentic, genuine content is key for building trust and credibility with your audience — a must for customer retention long after Black Friday ends.
How to Get Started — It’s Easier Than You Think
Many brands think that video ads require huge budgets or complex setups, but getting started on YouTube for Black Friday is simpler than you think. All you need is one creative ad in both horizontal and vertical formats to ensure your ad displays across all placements, maximising reach.
If you’re new to video advertising or just want to refine your strategy for Black Friday, here are some tips to get you started:
- Start with a clear message: Focus on one clear objective, whether it’s driving traffic to your website, promoting a specific deal or encouraging viewers to subscribe for future discounts. Keep the message concise and focused.
- Highlight time-sensitive offers: Make sure your video communicates that these deals won’t last forever. Create urgency with phrases like “while supplies last” or “limited time only.”
- Focus on visual appeal: Use bright colours, bold fonts and high-quality footage to grab attention immediately. Your video needs to be visually engaging from the first few seconds.
- Incorporate a strong call to action (CTA): End every video with a clear and compelling CTA, whether it’s “Shop Now”, “Get 50% Off Today” or “Visit Us for Exclusive Deals”, the CTA should guide viewers on what to do next.
- Optimise for mobile: Ensure that your video is mobile-friendly, with easy-to-read text, quick load times and vertical formats when applicable.
- Leverage retargeting: Use retargeting, a tactic used to recapture potential leads who have previously visited your website, to follow up with people who have shown interest in your brand, whether by visiting your website or watching a significant portion of your video.
Maximise Your Reach and Impact
To succeed with video ads, focus on unique reach. Video ads are excellent for capturing attention and increasing conversion rates. One of the key advantages of video ads is their potential for a high completion rate, which is where the more users watch your full message, the more likely they are to convert.
Ensuring your audience sees your message at the right frequency is crucial for driving both short-term Black Friday sales and long-term brand loyalty. Using advanced targeting options, such as demographic targeting, interest-based segmentation and retargeting campaigns, you can ensure that your video ads are seen by people who are most likely to engage with your offers. This precision helps avoid ad fatigue and maximises your advertising budget by focusing on the most relevant audience.
Another critical factor is ad frequency. This refers to how often your target audience sees your message. While too few impressions might cause your brand to go unnoticed, too many impressions can lead to diminishing returns or even annoy potential customers. Finding the right balance can boost immediate sales while also fostering long-term brand loyalty once the Black Friday buzz dies down.
The Role of Google AI in Ad Performance
We’ve all experienced those moments when we’re thinking about a product, and suddenly, an ad for it appears. It’s not magic — it’s Google AI. This tool is brilliant for precise targeting, as it analyses vast amounts of user data to identify and target individuals most likely to be interested in your products or services. With this data, you can then segment your audience into smaller groups with distinct characteristics. By analysing signals from user behavior, Google’s AI delivers the right ad to the right person at the right time.
For your Black Friday video ads, this means better targeting and higher conversion rates. The more data you feed into Google, the more efficiently it works to ensure your ads perform well. As the AI continues to evolve, it becomes increasingly adept at delivering personalised, high-performing ads, giving you an even greater advantage during high-stakes sales periods like Black Friday.
Video Ads: Your Black Friday Secret Weapon
If you’re not already using video ads for your Black Friday, now’s the time to start. Their ability to create emotional connections with viewers, combined with platforms like YouTube and the power of Google AI, makes them an indispensable tool for boosting your Black Friday performance.
Through video ads, you have the power to create a piece of content that not only tells the story of your brand but turns a casual viewer into a lifelong customer. So, as you gear up for the shopping frenzy this peak season, remember video ads are the Black Friday boost you didn’t know you needed — but one that can make all the difference for your brand.
Let Online Marketing Gurus Fuel Your Black Friday Success with a Tailored Marketing Campaign
With Black Friday being one of the biggest online shopping days of the year, getting your marketing strategy right is crucial. Video ads offer a powerful way to capture attention, whether you’re leveraging storytelling to evoke emotions, using captivating animation, or unlocking the reach of platforms like YouTube. These elements can elevate your Black Friday campaigns and give you the competitive edge you need.
Final Thoughts: Turning Casual Browsers into Loyal Customers this Black Friday
Standing out during Black Friday is non-negotiable. Product feed optimisation is your secret weapon for creating a memorable customer experience and fostering long-term loyalty.
By streamlining your product feed management during the busy sales season, you ensure that algorithms run smoothly, driving traffic efficiently to your listings. With these best practices in place, you’ll be well-equipped to capitalise on peak-season shopping and enhance your overall sales performance.
While businesses can take a DIY approach to product feed optimisation, partnering with a professional digital marketing agency can significantly improve your Black Friday results.
Don’t Just Survive Black Friday; Thrive with Online Marketing Gurus
Product feed optimisation and strategic planning are essential for dominating Black Friday. However, true marketing success lies in a long-term approach. Online Marketing Gurus is a highly experienced digital marketing agency that can help you achieve your goals. Whether you aim to increase profits, expand your reach, or become a trustworthy leader in your industry, we can help. Our team of more than 200 digital marketing experts creates tailored digital marketing campaigns that drive your business forward.
From PPC campaigns to SEO agency strategies and social media advertising / marketing, Online Marketing Gurus’ multi-channel approach means your business will experience a comprehensive and effective online presence. We’ve worked with more than 1,000 businesses across a variety of industries, so rest assured that our digital marketing experts understand the opportunities and challenges your business faces in the digital realm.
Let’s make this Black Friday your best one yet and take that momentum into the future. Contact us today to learn more about how we can elevate your marketing efforts and discover our range of services at Online Marketing Gurus.