Make sure your servers can handle crowds Black Friday and Cyber Monday are the biggest online shopping days of the year, and the last thing you want is for your site to crash when customers flood in. Make sure you have enough bandwidth to handle traffic spikes and enough RAM to cover the site. traffic. Check your error logs before the holidays arrive and fix any issues that may be negatively impacting site speed or user experience. Advertising Continue reading below Bonus Tip: Turn Seasonal Shoppers Into Regular Shoppers What do you do when the holiday excitement dies down and your seasonal shoppers drift away?
Savvy marketers like Ben Wood are using remarketing lists for search ads (RLSAs) to turn Black Friday bargain hunters into repeat image masking service customers. RLSAs help you fine-tune your Google AdWords campaigns to target specific customers (for example, customers who have spent a certain amount on your online store). To create an RLSA around a specific date, you need to connect to Google Analytics and create an audience list. To do this, click Admin > Audiences to access Audience Builder . Next, click on the Conditions tab . Select a specific date (for example, November 27, 2015 for Black Friday last year or November 25, 2016 for this year) and a minimum revenue threshold per session.
Then apply this list to your ad groups to retarget your high-value vacation customers. Check out Ben's SEJ article for more ways to use RLSAs for conversion. Advertising Continue reading below Final Thoughts Customers are spending more every year on Black Friday and Cyber Monday, but that wealth isn't evenly distributed. While online sales are higher than ever, Practical Ecommerce tells us that in-store spending was down 10% in 2015 compared to 2014. Many brick-and-mortar stores are choosing to close on Thanksgiving Day and leave their storefronts online do the heavy lifting for them.