How to Create a Black Friday Advertising Campaign That Will Convert in 2023

Published: 27 May 2023

Updated: 29 January 2024

How to Create a Black Friday Advertising Campaign That Will Convert in 2023

Black Friday is the biggest shopping day of the year, and it’s a great opportunity for online eCommerce businesses to increase sales and reach new customers. But how do you create a successful Black Friday advertising campaign? In this article, we’ll share some tips on how to create a Black Friday advertising campaign that will help you reach your target audience and drive results. We’ll cover everything from choosing the right types of ads to tracking the results of your campaign. So whether you’re a seasoned eCommerce veteran or you’re just getting started, read on for some tips that will help you create a successful Black Friday advertising campaign.

Table of Contents:

  1. What is Black Friday?
  2. Why is Black Friday Important for Online eCommerce Businesses?
  3. Impact of Rising Costs on Businesses
  4. Different Types of Ads that Can be Used for Black Friday Campaigns
  5. Tips on How to Create Effective Ads for Black Friday
  6. Importance of Tracking the Results of Your Black Friday Advertising Campaign
  7. Conclusion

What is Black Friday?

So, you’ve probably heard of Black Friday, right? It’s a day of shopping deals and discounts. It’s traditionally held on the day after Thanksgiving in the United States, but it’s become a retail phenomenon that has gained worldwide fame. The name “Black Friday” actually comes from the idea that retailers’ sales go from being in the “red” (meaning they’re losing money) to the “black” (meaning they’re making profits). And how do they do that? By offering huge discounts, mind-blowing deals, and promotions across all sorts of products and industries.

Black Friday isn’t just limited to physical stores anymore. With the rise of online shopping, eCommerce retailers started offering exclusive online deals. That means you can now shop from your own home without battling the crowds. But it’s not just about the savings and the thrill of finding incredible bargains. Black Friday has become a barometer for the retail industry and the overall economy. If businesses see strong sales on Black Friday, it’s a promising sign for the rest of the holiday season, which is great news for everyone involved.

Why is Black Friday Important for Online eCommerce Businesses?

There’re many reasons why Black Friday is important for online eCommerce businesses. Let’s have a look at some of them:

  1. Unbelievable sales potential. Black Friday is like a sales tsunami that can flood your revenue in just one day. In 2022, online sales on Black Friday in the United States alone skyrocketed to over $10 billion. That’s a massive pool of shoppers ready to buy your products or services.
  2. New customers. By offering irresistible discounts and promotions, you can reel in new customers like never before. These are people who may have never heard of your brand, but on Black Friday, they’re willing to give it a shot. It’s a golden opportunity to expand your customer base and build long-term relationships.
  3. Increased brand visibility. As shoppers browse the internet for the hottest deals, your online presence can reach new heights. With strategic advertising and captivating social media campaigns, you can catch the eye of potential customers. Black Friday isn’t just about immediate sales; it’s about creating lasting brand recognition.
  4. Customer loyalty. Black Friday is a chance to deepen your relationships with existing customers. By treating your loyal customers to exclusive deals and early access to promotions, you show them some serious love. This reinforces their trust in your brand and nurtures long-term loyalty. Happy customers who have a blast on Black Friday are more likely to keep coming back for more and spread the word about your business.
  5. Data insights and market research. Black Friday data can guide your future marketing strategies. You can dig into customer behavior, purchase patterns, and sales trends during this shopping season and get valuable insights into what makes your audience tick. You’ll discover which products are in high demand, which marketing channels drive the most sales and much more.

Fresh Statistics on Black Friday Spending

As an eCommerce business owner, one of the most important questions on your mind might be: “Is investing in Black Friday worth it?” The following section presents a fresh set of statistics to help answer this question. Compiled from authoritative sources, these figures make it clear that Black Friday continues to be a significant opportunity for growth and profit. Let’s take a look.

According to the National Retail Federation, Americans are expected to spend $889.7 billion during the 2023 holiday season. Of that, $125.7 billion is expected to be spent on Black Friday. This means that Black Friday is expected to account for 14.2% of total holiday spending compared.

Thanksgiving weekend shoppers over the years

In 2022, 122.7 million people visited physical stores over the weekend. This is a 17% rise from 2021. Online shoppers also grew, with 130.2 million shoppers, a 2% increase from last year.

Thanksgiving weekend in-store and online shoppers by day

According to research, last year, online shopping and department stores were the top destinations for shoppers. 42% of holiday enthusiasts flocked to online retailers, while an equal number made a beeline for department stores. Grocery stores and supermarkets also saw a surge in popularity, with 40% of shoppers seeking delicious deals for their holiday feasts. When it comes to spending, consumers spent an average of $325.44 on holiday-related purchases, up from $301.27 in 2021.

Thanksgiving weekend shopping trends

As you can see, spending during Black Friday is constantly rising. This means that you need to prepare in advance to take advantage of this increased spending. One way is to leverage powerful advertising strategies.

Different Types of Ads that Can be Used for Black Friday Campaigns

There’re many different types of ads that can be used for Black Friday campaigns. Some of the most popular types of ads include:

  • Social media ads. Social media platforms like Facebook, Instagram, and Twitter offer powerful advertising capabilities. With their extensive user bases and advanced targeting options, you can reach a wide audience and engage with potential customers through visually compelling ads. Also, you can create eye-catching graphics or videos showcasing your top deals and leverage features like carousel ads or stories to highlight multiple products or promotions.

On Facebook, you can run a dynamic ad campaign showcasing different products and their discounted prices. This not only catches users’ attention but also entices them to click through to your website to explore further.

Facebook ad example

Adespresso, Facebook ads examples for Black Friday and holiday advertising

  • Search engine ads. Leveraging pay-per-click (PPC) advertising on search engines like Google can significantly boost your visibility during Black Friday. By bidding on relevant keywords related to your products or deals, your ads can appear prominently in search results. This increases the chances of capturing the attention of users actively searching for Black Friday offers.

Let’s say you run an online electronics store. By bidding on keywords like “Black Friday TV deals” or “discounted laptops,” your ads can appear when users search for those terms, driving targeted traffic to your website.

Search engine ad example

  • Email marketing. Email remains a highly effective tool for engaging with your existing customer base and subscribers. Craft personalized and enticing email campaigns to inform them about your exclusive Black Friday deals. Use compelling subject lines, vivid imagery, and concise yet persuasive copy to pique their interest and drive them to your online store.

Send a series of emails leading up to Black Friday, teasing customers with sneak peeks of the deals they can expect. Then, on the day itself, send a dedicated email highlighting the best offers and providing direct links to the relevant product pages.

Black Friday email example

Black Friday email example

  • Retargeting ads. Don’t forget about retargeting! Retargeting ads display to users who have previously visited your website but didn’t make a purchase. By reminding them about your Black Friday deals, you can reengage these potential customers and nudge them towards purchasing.Implement a Facebook Pixel or Google Ads remarketing tag on your website. Then, show retargeting ads featuring the products they viewed or abandoned in their cart, enticing them to come back and take advantage of your Black Friday discounts.Retargeting ad example

    Retargeting ad idea

    Remember, combining different types of ads can ensure your Black Friday campaigns reach a wider audience. Consider your target audience, budget, and goals when deciding which ad types to prioritize. The key is to create a cohesive and compelling advertising strategy that captures attention, generates interest, and drives traffic to your online store.

Tips on How to Create Effective Ads for Black Friday

In addition to choosing the right type of ads, it’s also important to create effective ads that will capture attention and drive traffic to your website. Here’re some practical tips to help you craft ads that drive engagement and boost conversions:

  • Use strong visuals. Visuals play a vital role in catching attention and enticing users to click on your ads. Choose high-quality images or create eye-catching graphics that highlight your featured products, discounts, or the overall excitement of Black Friday. Consider using videos or carousel ads to showcase multiple products or demonstrate the value of your deals.

Black Friday ad example

Black Friday ad example

  • Write compelling copy. Crafting persuasive ad copy is essential to communicate the value of your Black Friday offers effectively. Create attention-grabbing headlines that convey the excitement and urgency of your deals. Use clear and concise language to emphasize the discount percentage, limited availability, or exclusive nature of your promotions. Don’t forget to include a strong call-to-action that encourages users to take immediate action, such as “Shop Now,” “Limited Time Offer,” or “Get Yours Today!”

Black Friday ad copy example

Black Friday copy example

  • Highlight unique selling points. Stand out from the crowd by emphasizing what sets your business apart. Showcase your unique selling points, such as free shipping, extended warranty, exclusive bundles, or exceptional customer service. Highlighting these distinctive features can sway potential customers to choose your brand over competitors during the Black Friday shopping frenzy.
  • Leverage social proof. Social proof is a powerful tool in influencing purchase decisions. Incorporate customer testimonials, ratings, reviews, or user-generated content in your ads to build trust and credibility. Seeing positive feedback from satisfied customers can instill confidence in potential buyers and motivate them to take advantage of your Black Friday offers.
  • Create a sense of urgency. Black Friday is all about limited-time deals, and creating a sense of urgency can drive immediate action. Use phrases like “Limited Stock,” “Hurry, Offer Ends Soon,” or “Don’t Miss Out!” to instill a fear of missing out (FOMO) in your audience. Incorporate countdown timers or limited-time offers to add an extra layer of urgency and incentivize quick decision-making.

Black Friday urgency tactics

Black Friday urgency tactics

  • Personalize ads. Tailor your ads to specific audience segments based on their interests, demographics, or previous purchase behavior. Customizing your messaging and offers can significantly improve ad relevance and engagement. Utilize dynamic remarketing to show personalized ads featuring products that users have previously shown interest in, further increasing the chances of conversion.
  • Optimize for mobile. With the increasing dominance of mobile shopping, ensure that your ads are mobile-friendly and optimized for a seamless user experience. Design ads that load quickly, have clear calls-to-action, and fit well on smaller screens. Don’t forget to leverage mobile-specific ad formats and features, such as click-to-call or location extensions, to drive offline foot traffic to your physical stores.
  • A/B testing. Experimentation is key to improving the effectiveness of your ads. Conduct A/B tests by creating variations of your ads with different visuals, headlines, ad copy, or calls-to-action. Test different combinations to identify which elements resonate best with your audience and yield the highest engagement and conversion rates. Continuously monitor and optimize your ads throughout the Black Friday campaign based on the insights gained from these tests.

Importance of Tracking the Results of Your Black Friday Advertising Campaign

Now let’s talk about why tracking the results of your Black Friday advertising campaign is absolutely crucial.

  • Tracking clicks. Keep an eye on the number of clicks your ads are getting. This tells you how many people are actually checking out your ad and clicking through to your website. A high click-through rate (CTR) means your ad is catching people’s attention and driving them to take action. On the flip side, a low CTR may mean you need to spice up your ad’s visuals or tweak your targeting strategy.
  • Tracking conversions. Conversions represent the actions users take after clicking on your ads, like making a purchase, filling out a form, or signing up for a newsletter. Tracking conversions lets you see how effective your ads are at driving the desired outcomes.
  • Tracking revenue. This gives you a clear picture of the impact on your bottom line. By seeing how much money your ads are bringing in, you can make informed decisions about your budget and future marketing strategies.
  • Analyzing audience insights. By digging into metrics like demographics, interests, or behavior patterns, you can gain valuable knowledge about what makes your audience tick.
  • Evaluating ROI. In simple terms, it shows you how much money you’re getting for your efforts. By comparing the revenue generated to your advertising costs, you can determine just how effective and profitable your investment was.

Tracking the results of your Black Friday advertising campaign gives you valuable insights to optimize your strategies. So don’t skip this step.


By understanding the essence of Black Friday, using the power of various ad types, creating compelling and targeted ads, and tracking the results of your campaign, you can position your business for long-term success in the competitive online retail landscape. So, what are you waiting for? It’s time to dive into planning your Black Friday advertising campaign and watching your business soar to new heights.

Create a robust Black Friday marketing strategy

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