We have come to that season of the year that may affect your business marketing performance for a long time. Yes, Black Friday😊 With the right strategies you will create, you can maximize the performance of your products, and thus you can move towards your goals with solid steps.
So, what different strategies can you use on Black Friday?
It is important to create strategies that will bring quick results during campaign seasons like Black Friday. Since high-budget campaigns are created in this limited time, it is critical not to fall behind the competition and at the same time to get positive returns from the spent budget. Therefore, if there is a negative situation in your campaigns, you should be informed immediately.
It is necessary to analyze the search intents of the users correctly in a limited time during big discount campaigns. Especially in Black Friday, when users are searching directly for their needs, it is significant to invest in the right word in search ads and to exist on the SERP when a search is made for your own brand.
Well then, why is it critical for your eCommerce business to increase IS in high ROAS keywords?
Each time users see your ad, this counts as one impression. In addition, an ad has potential views. Using these two numbers, the impression share (IS) is found. Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.
In other words, we can say that keywords with low impression share cannot fully reveal their potential. So what needs to be done is to take the necessary steps to bring these keywords closer to their potential.
ROAS, on the other hand, is the ratio that shows how much income you earn for every dollar you spend, and thus allows you to make many performance analyses. In other words, the higher ROAS you have, the better your business marketing performance.
Simply, having a high ROAS rate indicates that your ad campaigns are performing well and are bringing you the expected return. If you increase your investment in keywords that have both high impression share and high ROAS, a successful advertising period will be created for you.
Keywords with low Impression share mean you miss out on many opportunities to generate leads. Because in times like Black Friday, when users complete the purchasing process faster than in normal times, being more visible than your competitors and establishing your authority on the SERP is a must.
Of course, having a 100% impression share seems to be the ideal result. However, that may not actually be the case. Just having a high impression share may not mean that your performance and indirectly your income will be equally high. Therefore, it is also necessary to pay attention to the conversion rate. Otherwise, high views will also mean high expenses, so at the end of the whole process, you may have spent only your advertising budget but could not convert. Therefore, it would be much more logical to create strategies for keywords that are already performing well, that is, with a high ROAS rate. Thus, you will not waste your advertising budget and you will target the best results by combining high impression share and high ROAS.
'Cause there's no time to waste 😊
That's why you need to reach more users with winner keywords by increasing IS in high ROAS keywords. In this way, you will not have a question mark about the performance of these keywords and you will direct the users to complete the purchasing process quickly.
If you do not try to increase the impression share in keywords with high ROAS, then you will turn your back on many opportunities in limited campaign seasons such as Black Friday. Because these are the periods when you try to show your winning products to the largest number of users. If the products do not reach the potential impression numbers despite their good performance, unfortunately, your income will not reach the numbers you expect.
How to Detect Keywords with High ROAS and Low Impression Share
We hope you don't have thought of trying to find these keywords manually. What you need is a tool that will provide you with this data quickly and simply, fully automatically. Where is this tool? You don't need to look far, it's right in front of you😊
heybooster detects keywords with high ROAS and low impression share is the fastest way for you and helps you create new strategies. Moreover, it helps you take action by sending you an alert when there is any change in the data.
Let's see what steps you need to follow to reach these data with heybooster!
1) The first thing you need to do to boost your performance with heybooster is to register.
2) Secondly, click on Integrations from the left side menu and connect data sources and heybooster.
3) In step three click on Insight Categories and run Black Friday Performance package.
4) Then, click on Keywords that have a high ROAS but don't spend.
5) And that's it! Now with heybooster you can detect the keywords with high ROAS and low impression share. Don't forget to click on Set a Notification to be notified quickly when there are any changes.
To summarize, you can boost your performance by detecting keywords with high ROAS but low impression share during shopping seasons. By detecting these words, you can see the words that are not visible enough for users, although they perform well, and you can create new strategies.