The biggest shopping weekend of the year is here. Whether you’re in retail, services, or B2B, there are opportunities to capture demand. Here’s how to maximize your PPC performance.

Prepare Your Campaigns in Advance

Last-minute changes hurt performance:

• Create dedicated holiday campaigns 2-3 weeks early
• Build out holiday-specific ad copy
• Set up landing pages with clear offers
• Test everything before the rush

Bid Strategy Adjustments

Competition intensifies during BFCM:

• Increase budgets by 50-100% for peak days
• Use bid adjustments for high-intent hours
• Consider automated bidding for volume
• Set maximum CPCs to control costs

Ad Copy That Converts

Stand out in a crowded SERP:

• Lead with your specific discount or offer
• Include urgency (limited time, limited quantity)
• Highlight free shipping thresholds
• Use countdown customizers

Audience Targeting

Layer these audiences for better results:

• Past purchasers and website visitors
• Cart abandoners from the past 30 days
• Email subscriber audiences
• Similar audiences based on converters

Landing Page Optimization

Don’t let clicks go to waste:

• Feature deals prominently above the fold
• Simplify navigation to key offers
• Add trust signals (reviews, guarantees)
• Optimize for mobile shoppers
• Ensure fast load times

Monitor and Adjust in Real-Time

Stay active throughout the weekend:

• Check performance every few hours
• Increase budget for winning campaigns
• Pause underperformers quickly
• Respond to competitor moves

Post-Weekend Strategy

The opportunity doesn’t end Monday:

• Retarget website visitors who didn’t convert
• Continue deals through "Cyber Week"
• Capture late shoppers researching
• Build audiences for next year

Make the most of this high-intent shopping period with preparation and active management.