Episode 540: How to Maximize Your Black Friday Cyber Monday Campaigns on Google Ads


Mastering Black Friday: Strategies for Google Ads Success


Welcome to the Perpetual Traffic Podcast, hosted by Ralph Burns. In this episode, we dive into the strategies and tactics for achieving Google Ads success during the Black Friday season. We’ll be borrowing insights from the Customer Acquisition Show and discussing the latest trends and techniques for maximizing your advertising efforts. Whether you’re a high-ranking marketing professional or a business owner, this episode will provide valuable insights to help you navigate the Black Friday frenzy and drive results for your business.

Preparing for Black Friday

As the Black Friday season approaches, it’s crucial to plan ahead and finalize your offers and promotions. By preparing your assets and campaigns in advance, you can ensure a smooth launch when the time comes. Take the time to create asset groups for your campaigns and utilize Google’s Black Friday shopper audience to target potential customers who are actively searching for deals. By being proactive and organized, you can set yourself up for success during this critical sales period.

Utilizing Demand Gen Campaigns

One of the key strategies discussed in this episode is the utilization of demand gen campaigns. These campaigns, which have replaced Discovery campaigns, are ideal for targeting top-of-funnel traffic and generating awareness for your Black Friday promotions. By optimizing for actions such as add to cart and view page, you can capture the attention of potential customers and warm them up for the upcoming sales. Demand gen campaigns offer a unique opportunity to reach a broader audience and drive awareness for your brand.

Performance Max and its Role

Performance Max, Google’s all-in-one campaign type, plays a crucial role in Black Friday advertising. While it was initially positioned as a top-of-funnel solution, it has evolved to encompass a wider range of objectives. However, it’s important to note that Performance Max should not be relied upon as the sole campaign type for Black Friday. Instead, it should be used in conjunction with channel-specific campaigns, such as YouTube and search, to maximize your reach and impact. By leveraging the strengths of each campaign type, you can create a comprehensive advertising strategy that covers all stages of the customer journey.

The Keywordless Future of Google Ads

In recent years, Google has been moving away from keyword targeting and towards audience targeting. This shift is evident in the introduction of search themes, which allow advertisers to target audiences based on a collection of keywords rather than individual keywords. This signals a broader trend towards a keywordless future, where Google’s algorithms will rely more heavily on audience signals and website content to determine ad placements. As advertisers, it’s important to adapt to this changing landscape and focus on building strong audience targeting strategies.

Best Practices for Black Friday

When it comes to Black Friday advertising, there are several best practices to keep in mind. First and foremost, it’s crucial to set up your Black Friday campaigns early and ensure that all assets and promotions are ready to go. By doing so, you can avoid any last-minute rush and ensure a smooth launch when the time comes. Additionally, it’s important to optimize your campaigns based on the stage of the funnel you’re targeting. For top-of-funnel campaigns, focus on metrics such as view rate and click-through rate, while for bottom-of-funnel campaigns, prioritize metrics such as ROAS and CPA. Finally, don’t be afraid to test new strategies and platforms, such as YouTube Shorts, to maximize your reach and engagement during the Black Friday season.

Common Mistakes to Avoid

In the world of Google Ads, there are several common mistakes that advertisers often make. One of the most prevalent is sticking to outdated strategies and failing to adapt to the ever-changing landscape of digital advertising. It’s important to stay up to date with the latest trends and techniques and be willing to experiment and test new strategies. Additionally, many advertisers neglect proper conversion tracking, which can lead to inaccurate data and suboptimal campaign performance. It’s crucial to define your primary and secondary objectives within Google Ads and ensure that your conversion tracking is set up correctly. Finally, many advertisers focus solely on conversions and fail to consider the broader customer journey and the different stages of the funnel. It’s important to optimize your campaigns based on the specific objectives and metrics that align with each stage of the funnel.


As the Black Friday season approaches, it’s crucial to have a comprehensive advertising strategy in place. By preparing your campaigns and assets in advance, utilizing demand gen campaigns, leveraging Performance Max alongside channel-specific campaigns, and adapting to the keywordless future of Google Ads, you can maximize your reach and impact during this critical sales period. Additionally, by avoiding common mistakes such as sticking to outdated strategies, neglecting proper conversion tracking, and focusing solely on conversions, you can ensure that your Black Friday campaigns are optimized for success. So, get ready to master Black Friday and achieve Google Ads success like never before.