Maximising Black Friday Sales Through Strategic Ad Campaigns and Data-Driven Profit Optimisation.

The Black Friday sales period presented significant obstacles for The Wooden Bed Company. With intense competition from larger retailers and heightened price sensitivity from customers expecting deep discounts, the pressure to stand out while preserving margins was critical. In addition to these factors, rising advertising costs and increased competition in the digital ad space meant the company needed a smart, efficient ad strategy that would help them remain profitable without overspending. To combat ad fatigue and boost conversions, Growth needed to find a balance between attractive offers and strategic ad placements.

Growth implemented a multi-layered strategy designed to maximise sales, increase visibility, and optimise profitability throughout the Black Friday period:

• Product grouping by profit margins: To make the most of the advertising budget, we began by categorising products based on their profit margins. By allocating more resources to higher-margin items, we ensured that the company's best-performing and most profitable products received maximum exposure.
• Tailored campaigns for key products: As the campaign progressed and performance data began to accumulate, we continually refined our strategy. By creating individual campaigns for the best-performing products, we were able to tailor our approach to what was generating the most returns. This flexible, data-driven method allowed us to optimise budget allocation for each product group, ensuring no ad spend was wasted.
• Expanding reach and engagement: To further increase sales potential, we employed display and remarketing ads specifically designed to target new customers and those who had previously visited the site. These efforts were supported by the use of promotion extensions, which highlighted key Black Friday deals, and optimised ad copy that helped The Wooden Bed Company stand out from its competitors. By refining ad messaging and increasing exposure, we enhanced online visibility during the high-traffic period.

The success of this data-driven, phased strategy was reflected in a significant boost in performance metrics for The Wooden Bed Company:

• 18% increase in advertising budget - enabling us to drive more traffic and capture new audiences.
• +6% increase in conversions - a direct result of optimised ad campaigns and targeted promotions.
• +49% increase in revenue - driven by effective budget allocation and an enhanced digital marketing presence.

The substantial increase in revenue and conversions during the Black Friday period inspired The Wooden Bed Company to expand its product range, confident in the return on investment generated by these marketing efforts. The success of the campaign demonstrated the power of targeted, data-driven advertising, even in highly competitive environments.