Black Friday Strategies for Google Search & Shopping (Episode 535)

Sales seasons require a strategic shift in Google Ads spend, moving away from spiking budgets only during the event to priming the pipeline beforehand. By calculating the conversion lag—the average time from first click to purchase—marketers can effectively allocate budget to capture traffic during the consideration phase. Utilizing "compare at price" settings in product feeds ensures higher visibility compared to manual discount codes, while DemandGen campaigns offer superior control for remarketing through static and video assets. For lead generation, particularly when using third-party booking software, tracking button clicks as primary conversions can invite low-quality traffic. Instead, implementing secondary conversion actions or value-based bidding helps the algorithm prioritize high-intent leads, ensuring that marketing efforts focus on long-term customer acquisition rather than just immediate, low-quality conversions.