BFCM Preparation Series #2

Part 2 of our BCFM series:

If you missed the last one, click here.

The topic we’ll cover today is “Mastering Ad Copy for Maximum Conversions.”

Your copy becomes even more crucial when the competition heats up during sales periods like BFCM.

It’s the first touchpoint between potential customers and your brand.

It’s the hook that grabs their attention and drives them to click.

Nail it, and you’re not just boosting your CTR.

You’re attracting more qualified traffic.

Which means higher conversion rates and a better ROAS down the line.

But this is where a lot of brands mess up.

They think slapping on a few BFCM-related keywords or a discount is enough.

They expect big sales with minimal effort.

But it doesn’t work that way.

This lazy approach just leads to a sea of ads that all look the same.

As a result, they get lost in the noise, and the only thing that might get them noticed is pure luck.

They might get some sales, but it’s far from their true potential.

Here’s the thing…

BFCM is the most competitive time of the year.

If your ad copy doesn’t communicate what sets your brand apart, it’ll flop.

Consumers are more discerning than ever.

They’re not just looking for the best price.

They’re looking for the best value, experience, and connection with a brand.

So don’t just treat BFCM like a sales event—use it as a stage to show off what makes your brand special.

Here’s the playbook:

1. Write ads in advance

A rookie mistake is writing or uploading your ads the day you need them.

When you prepare your ads in advance, you ensure they’re approved well before they’re running.

Please don’t leave it to the last moment.

2. Don’t forget the fundamentals

You’ll get more traffic during this period.

But more traffic doesn’t mean you can slack on the basics.

In fact, this is the time to tighten up your game.

The right copy does several things

• Grab attention

• Target pain points & dreams

• Showcase main benefits & USP

• Attract clicks from qualified people

• Set expectations for your landing page

3. Urgency and Scarcity

Starbucks has a drink, Pumpkin Spice Latte, that they only sell during the fall.

And every year, people can’t wait for it to come back.

Whenever it’s out, sales go through the roof.

It works because people know the drink won’t be around forever.

During BFCM, when prospects have endless options, the key isn’t just offering more deals.

It’s to give them “consequences” for not buying.

Let people know your product won’t be around for long, and you’ll get them to act.

The most important thing here is to stick with what you say.

Don’t be those brands with a “2-day sale” that drags on for months.

People can easily see through those tricks.

4. Add Black Friday references

Many users are actively looking for Black Friday deals during this period.

They probably already know what they want.

They’re just hunting for the right good deal.

So, put it in the headlines, descriptions, and extensions.

And make sure your landing page matches the deal you’re running.

That’s it for this episode.

See you in the next one.

Jackson,

Founder and CEO of Echelonn.

P.S.

We go much more in-depth in the BFCM 2024 Playlist exclusive on Ad World Prime.

We partner with 8 other eCommerce experts, including CRO, Meta Ads, TikTok, Email Marketing, etc.

The goal?

Help you maximize your sales during this lucrative period.

Click the link here for more details:

https://adworldprime.com/playlist/jacksonbfcm2024

P.S. Got a friend interested in Google ads? Share the love and send them our way.

If you’re that awesome friend, you can subscribe here.