BFCM Preparation Series #6

Part 6 of our BFCM Prep Series is here.

If you missed the last one, click here to catch up.

Today’s topic:

Maximizing Profits When Your Brand Goes Viral

Going viral on socials can be a game-changer for any brand.

Especially now when 1 viral video can put your brand in front of millions of people.

As there’ll be a massive spike in search traffic, you’d expect your sales to go through the roof.

But that’s only the case if you set up your ads account right.

If you’re not prepared, virality can quickly turn into a double-edged sword.

Your video blows up on social. Millions of people see it. They flood Google, searching for your brand.

If your Google Ads campaign isn’t built to handle that spike, it can throw everything off.

The algorithm gets overwhelmed.

It starts optimizing based on chaotic data.

And this doesn’t just hurt your sales. It messes with your account long-term.

Google’s AI starts learning from bad data, and you’re left cleaning up the mess for weeks, sometimes even months.

That’s why you need a solid strategy to protect your account when this happens.

And the key is…

Separating your branded and non-branded search campaigns.

When you go viral, people will be searching for your brand and for the products mentioned in the video.

Let’s say your company is called "Brand Clothing"...

Your branded keywords might include:

• "Brand Clothing sales"

• "Brand Clothing BFCM deals"

• "Brand Clothing winter jackets"

And non-branded keywords can be:

• "best winter coats"

• "winter jackets on sale"

• "BFCM clothing deals"

For branded searches, as people are looking for you, they’re easy to convert.

So you want to ensure you’re not overspending here.

But for non-branded searches, competition is fierce.

That’s where you need to be strategic with your bids and budgets.

If you lump both types of searched together, you’ll overspend on branded traffic and under-invest in non-branded one.

So make sure you separate your campaigns.

Don’t let brand and non-brand traffic get mixed up.

That way you can control your spend and optimize each individually.

Going viral is like riding a big wave…

It can take you really far, really fast.

But it can take you down just as quickly.

Make sure you’re in control of the ride.

That’s it for Part 6.

See you in the next one.

Jackson,

Founder & CEO of Echelonn

P.S. 

If you want us to set up your BFCM strategy (so you can go viral without the headache)…

We’re opening spots for a few select eCom brands making $1M+ a year.

Book a call here and we’ll get you set up for a record-breaking Q4.

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