Scaling up during the biggest sales moment of the year, without giving up returns.
During Black Friday, conversion value grew by 303% while costs rose by 150%. By aligning offers, ads and budgets strategically, we achieved a ROAS of 8.26.
Highlights:
- +132% impressions
- +203% clicks
- +305% conversions
- +303% conversion value
- -38% cost per conversion
Making the most of Black Friday
Black Friday is a key sales moment for e-commerce. Shoppers are actively looking for deals, but competition in Google Ads also rises sharply.
For Pudilo, the challenge was to make the most of the higher purchase intent without losing sight of campaign efficiency. Three things mattered:
- Communicating the different Black Friday offers clearly.
- Reaching more potential customers during the busiest period of the year.
- Scaling up the ad budget while keeping advertising profitable.
A paid search strategy built entirely around Black Friday
1. Different discount levels
Over the Black Friday period, Pudilo worked with several discount levels. These offers formed the basis of the campaign messaging and were put prominently in front of potential customers.
2. Sharper ads
We adapted and sharpened the ads around the Black Friday promotions, so the messaging matched the offers and shoppers’ higher purchase intent more closely.
3. Higher budgets
To make full use of the extra demand during Black Friday, we raised budgets gradually. This let the campaigns generate considerably more traffic and conversions.
Execution
Throughout the Black Friday period, we monitored the Google Ads campaigns closely and adjusted them where needed. We raised budgets to capture extra volume while matching the ads to the different offers running at the time, making full use of the room available in Shopping, Performance Max, Search and remarketing. We tracked the campaigns closely throughout the promotion so budget went where it delivered the best results.
As a result, Pudilo not only reached considerably more potential customers but also achieved far more conversions.
The result
More than three times the conversion value!
The approach delivered strong growth on the previous period. Conversions rose by 305%, while conversion value grew by no less than 303%.
- Impressions: +132%
- Clicks: +203%
- Conversions: +305%
- Conversion value: +303%
- Cost: +150%
- Cost/conversion: -38%
- Avg. CPC: -18%
- ROAS: +61%
The result
The brand activation campaign delivered excellent figures for reach, engagement and direct revenue growth:
- Direct effect on revenue: during the campaign period, Van den Hul’s revenue through iEar’ rose by 29%.
- Meta Ads impact: the social media campaign reached 75,143 unique people. This led to 2,442 direct, high-quality visits to the landing pages, 8 online purchases and 17 in-store listening appointments.
- Google Ads visibility: the added brand sitelink was shown more than 20,000 times to people actively searching.
- Website engagement: the dedicated Van den Hul brand, category and product pages received 8,070 views.
- Newsletter: in total we reached more than 50,000 audio enthusiasts, and the segmented newsletter had an average open rate of 55%.
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