Black Week is one of the most eagerly anticipated shopping events of the year, offering businesses a unique opportunity to boost sales and revenue. To make the most of this event, it is crucial to have a well-planned strategy in place. In this comprehensive guide, we will dive into the essential strategies and planning tips that will help you achieve success during Black Week.

Setting Clear Goals

Before diving into the planning process, it is important to define your goals for the holiday season. Analyzing last year’s data can provide valuable insights into the impact of Black Week on long-term profitability. By understanding the performance of previous Black Weeks, you can set clear targets for this year.

Some common goals for Black Week include:

  1. Clearing out specific categories of stock to improve cash flow.
  2. Outshining competitors in a particular product category.
  3. Attracting new customers and retaining existing ones.

By setting clear goals, you can measure the effectiveness of your campaigns after Black Week and make data-driven decisions for future strategies.

Tailoring Strategies for Existing Customers

One effective strategy for Black Week is to focus on existing customers. Hosting a VIP sale exclusively for existing customers before Black Week can nurture customer loyalty and engagement. By providing them with exclusive treatment, you can avoid high click costs and prevent them from switching to competitors during Black Week.

The VIP sale approach not only fosters customer loyalty but also aims to increase the average order value through tailored exclusive offers. By targeting existing customers before Black Week, you can then concentrate on winning over undecided shoppers during the event.

Adhering to the Omnibus Directive

Before diving into the execution of your Black Week strategies, it is important to be aware of the Omnibus Directive. This EU directive updates consumer protection legislation and applies to all traders targeting EU consumers, irrespective of their location.

One important update is the requirement to indicate and make available the reference price for every price reduction claim. The reference price is the lowest price applied within the 30 days preceding the start of the reduced price. To ensure compliance with the directive, it is crucial to plan ahead and make necessary adjustments to product pricing and promotions.

Black Week Execution: What’s New This Year?

This year, Google Analytics 4 (GA4) presents a challenge due to its time lag. However, there are strategies to overcome this limitation. It is recommended to set up multiple conversion actions to track different types of actions that matter to your business. By using multiple tools, such as Google Ads pixel, GA4 tag you can gain a comprehensive understanding of user actions throughout the day.

Additionally, consider establishing a blended target for return on ad spend (ROAS), cost per acquisition (CPA), and return on ad spend (ROAS) to adapt to the seasonality of Black Week. This will enable you to monitor and adjust your spending patterns based on the daily cost ratio during Black Week.

Black Week Operational Checklist

To ensure a smooth execution of your Black Week campaigns, it is important to have a comprehensive operational checklist in place. Here are some key items to include:

Ad Copy and Extensions

  • Upload additional responsive search ads (RSAs) and consider using ad customizers to personalize your ads.
  • Prepare and schedule relevant Black Week extensions, such as sitelinks, callouts, and promotions.
  • Optimize your ad copy to resonate with the Black Week spirit, emphasizing discounts and limited-time offers.
  • Utilize dynamic keyword insertion to personalize ads based on user search queries.

Keyword Management

  • Exclude search terms such as “Black Friday” and “Black Week” as negative keywords.
  • Conduct thorough keyword research to identify high-impact keywords for your Black Week offerings.

Perfect Your Product Feed

  • Optimize your product feed by ensuring accuracy, completeness, and up-to-date information.
  • Include high-quality images that showcase your products from multiple angles.
  • Incorporate essential details such as prices, availability, and accurate product descriptions.

Mobile Optimization

  • Optimize your Shopping ads for mobile devices, considering the surge in mobile shopping.
  • Ensure visually appealing images suitable for smaller screens.
  • Optimize landing pages for mobile responsiveness to provide a seamless shopping experience.

Dynamic Remarketing

  • Implement dynamic remarketing to show personalized ads to users who have previously interacted with your products or website.
  • Showcase the exact products they viewed to remind them of their interest and encourage conversion.

Bid Management

  • Monitor bids actively and adjust bid strategies to secure prime ad placements during Black Week.
  • Consider automated bidding strategies, such as Target CPA or Target ROAS, for real-time bid optimization.
  • Utilize Google’s seasonality adjustments feature to account for changes in consumer behavior during Black Week.


With strategic planning and execution, Black Week can significantly boost your sales and revenue. By setting clear goals, tailoring strategies for existing customers, adhering to regulatory requirements, and following an operational checklist, you can maximize the impact of your Black Week campaigns. Embrace these techniques, monitor your progress, and refine your approach to ensure a successful and profitable Black Week. Good luck!

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