Is your AdWords account ready for Black Friday?

Black Friday is often referred to as the busiest retail shopping day of the year. By following our suggestions, you will be able to enjoy your turkey with gravy and will not have to worry that your account is overloaded ad offline. So, to make sure your account is ready for it, here’s some things to check on:


As Black Friday happens to coincide with the end of the month, it is a good idea to check and increase account budgets. You should consider the following:

* opening up your daily caps as traffic is likely to spike beyond the average

* adding a backup payment (especially if you are paying by credit card) – if for any reason your primary card is declined, your secondary will be billed and the ads will stay online


If you have never seen a bidding war, Black Friday is likely to get you there. To protect your important terms from going offline, do the following:

* increase bids on your top performing keywords (depending on budget restrictions, I’d go as high as 50% in certain cases)

* make sure all keywords currently below minimum bid get updated bids and become active

* increase bids on generic, high-volume terms (I would recommend a more conservative approach with these as they have a tendency to spend a LOT and do it QUICKLY)

Promotions and Special Offers

Black Friday is the time to advertise your promotional offers and best deals. Highlight your promotions in your ads – whether they are Black Friday specific or not!

And last but not least… There’s still some time left to get your products into Google Products Search. It is free and will benefit you this Black Friday. And here’s how to get started:¬†

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  • Lisa

    Nice tips Maria. Thanks! Google Retail is also expecting Black Friday and Turkey Day (Thursday itself) to be more like Cyber Monday this year. They had an interesting post about it today too. And you might want to look at national weather reports too. If it’s rainy and miserable, I’ll stay home and shop and $ave, thank you very much.

    November 24, 2009 at 4:14 pm
  • Ruth

    Raising your daily caps and adding a backup payment method are both great tips for any high-volume traffic day. It only takes a few minutes and keeps your accounts from being left out in the cold!

    November 30, 2009 at 10:37 am

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