How to Maximise your Black Friday Sales with Google Ads3 min read

Over recent year’s Black Friday has become an increasingly important event in the pre-Christmas eCommerce business calendar.  This year Black Friday falls on the 26th November and promises to be the biggest yet! If you are interested in the history of Black Friday check out our blog here.

Black Friday provides a great opportunity for Google Ads advertisers to plan a campaign of activity to complement this one-day event. It offers a whole range of tools designed to make the most of your digital marketing in the lead-up and during Black Friday.

Your Black Friday campaign should focus on three main marketing goals:

  1. Attracting new customers
  2. Reactivating dormant customers
  3. Making current customers into better customers

Here’s how you can use a combination of Google Search, Google Remarketing via the Display Network, RLSA, and Google Shopping to achieve your goals.

Google Search Ads

In the build-up to the day, create a range of ads that highlight what your Black Friday deals will be.  This will generate a buzz around your promotions and when 26th November comes you will be at the forefront of internet shoppers’ minds.

You can also add a countdown to your ads that will count down to the start of Black Friday. Or set up your advert to count down how long customers have left to take advantage of the deals.

Utilise the Promotions Ad extension to highlight the best deals you are offering. You can select “Black Friday” and “Cyber Monday” as occasions and have an additional 2 lines of text that include the details of your promotion.

On the day itself, you can use your search ads to keep people updated on what the current deals are and you could even include offer codes as part of the adtext!


Remarketing ads via the Google Display network can be used to advertise the offers that will go live on the day. You can set up a series of one day ads that provide a countdown to the day itself, perhaps advertising a different offer each day to help generate buzz.

On Black Friday remarketing is especially helpful for achieving aims 2 and 3 by reminding people what you sell and enticing them back to your store with ads about your offers. Remarketing image ads are also a great way of reminding people on the day that Black Friday deals only last 24 hours.


Although you can use RLSA ads in the same way as search ads the most powerful use of RLSA ads is to attract traffic that you might not usually be able to afford. Using the remarketing lists in conjunction with search ads (the basis of RLSA) means that you can bid on terms that are too pricey for regular keywords. For example, having “Black Friday deals” as a keyword in your regular keyword campaign would cost a lot per click making it an unviable option. However, if you have the same keyword in the RLSA campaign you can get clicks for a much lower price as you are targeting a much smaller audience that already knows your site.

Google Shopping

As with the Search Ads, Google shopping has its own promotions feature that allows you to add discounts, free gifts, and delivery promotional information to your Product Listing Ads. This can be set up within Merchant Centre and will add the information as a  ‘special offer’ link within your listing. This link can increase the appeal of your Shopping ads and encourage more shoppers to buy.

You can choose to apply the promotion across all your SKUs, to items with a labeled promotion id attribute in place, or you can apply to selected items by creating custom filters based on certain product attributes within your feed.

Black Friday offers retailers a great way of getting more sales and Google Ads is a great way of letting people know about your one-day sales events.

Becky Hopkin

As MD Becky works to ensure Digital Gearbox’s values are being lived, and that our customers are receiving the best service possible. A self-confessed Disney fanatic, Becky loves spending down time with her golden Labrador, Nala, and her young daughter, Emily.

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