Black Friday: Tips & Checklist for your Shopping campaigns

Black Friday and Cyber Monday have become two of the biggest in store and online shopping moments of the year. In 2019, more than 1 out of 2 of shopper-reported holiday purchases in the U.K. were made online, while 71% of U.K. holiday customers used three or more channels to complete their shopping¹. Although this was the case across Europe last year, holiday shopping in 2020 may be different. In Germany, France, Italy, Spain, and the U.K., for example, 24-39% of customers who would normally shop in-store for Black Friday said that they will not go to stores this year. Between 31% and 61% of those shoppers admitted that the current circumstances will affect how they'll shop for this year’s holiday season². There’s been an overall shift towards online product research and shopping, as consumers’ interest in online shopping and how to buy online has doubled worldwide since the beginning of March³. In these challenging times, it is more complex for online businesses to plan ahead to meet peak season’s high demand and make the right choices when it comes to creating and optimising Shopping campaigns.

At Google Shopping (CSS), we help businesses optimise their Shopping campaigns across Europe so they can achieve a high performance in their campaigns, reach the right audience at the right time, with the most relevant information, especially during Black Friday and Cyber Monday.  That’s why we’re sharing some useful tips and best practices that can help merchants overcome the challenges that peak demand may bring and optimise their Shopping campaigns. In this article we’ve summarised some key optimisation tips for the Merchant Center and Google Ads that may help you improve your Shopping campaigns’ performance and sell more and better across Europe.