From previous experience of the retail market topclick were keen to take advantage of "Black Friday" and capitalise on the potential increase in traffic and subsequent ROI. They wanted to implement a tactical campaign over this period and be able to fully react to the changing market conditions
Prior to "Black Friday" the paid search team looked to increase awareness the brand & focus on the core performing campaigns. The budget was concentrated in these areas and all campaigns with a lower conversion % were paused. A 'Countdown' text ad was implemented and copy was changed to build interest around the event. We ensured we captured our core audience across the period by opening up the budgets and monitoring performance closely pre & post Black Friday.