Top 10 Things eCommerce Marketers Need for Black Friday & Cyber Monday 2018

Don’t hit the sack just yet, there’s so much to do before Black Friday on November 23!

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Black Friday is important because this is the shopping day on which many retailers have traditionally made enough sales to put them in the “black” for the year.

Black Friday and Cyber Monday are now two of the biggest shopping days worldwide, and there is a lot at stake.

For those in eCommerce, it’s the perfect time to attract shoppers to your door. It’s also an amazing way to grease the wheels for the all important Christmas rush. We’ll explore the top 10 things eCommerce marketers must do to take advantage of the soaring conversion rates and demand.

1) Take a closer look at your stock levels weeks before Black Friday. If you don’t have inventory to sell, your business will have zero chance of leveraging the benefits of even the most cutting-edge Black Friday eCommerce trends. Dropshipping is great, but there are sometimes no guarantees that your suppliers won’t sell out of key products during Black Friday, leaving you with no option but an embarrassing refund.

2) What will be your pricing strategy? eCommerce shoppers are extremely price driven.

Although each individual store varies, it’s not uncommon to see the following discounts:

Travel: 60%.
Office supplies: 50%.
Electronics: 47%.
Clothing: 32%.
Gifts: 31%.

It’s likely that some of your suppliers and distributors themselves have thought about pricing. Ask them what they are discounting, and special bundles and promotions, and reflect it when the time is right.

3) Use Black Friday and Cyber Monday related keywords in your paid search campaigns. For e.g: Electronics Black Friday, Shoes Cyber Monday etc. Look for “interests” and “topics” related to Black Friday or generic gifting periods in your Paid Social and Display Network campaigns.

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4) Create the Landing Pages that mention Black Friday and Cyber Monday. This could be as simple as including a site wide banner. Other options including a home page banner, or creating which lists all discounted products. Don’t be afraid to put this live early and gather interest by asking for email subscribers as BigW did very early in 2018.

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5) Send out Black Friday & Cyber Monday email campaigns leading up to the event. Timing emails for Black Friday requires some prep work, but they are definitely sent earlier and earlier every year. Google Trends now shows that interest in Black Friday starts about 5 weeks before the event. A well crafted email showcasing what will be discounted and driving back to your website will be an important component in activating your existing customers.

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6) Coupon codes like BLACKFRIDAY18 are an amazing way to communicate savings to consumers. Decide if you will create a store wide coupon code, or if it will apply to certain products only. If you are using deal sites like Ozbargain, ensure you have all offers drafted and ready to submit. If you are using affiliate networks like Commission Factory or Rakuten, communication will be key as BF/CM banners and offers can really help with CTR during this period. Finally, don’t forget offline marketing like pamphlets, catalogues and flyers. For advertisers who have both online and brick and mortar channels, handing out flyers describing your offer can help drive people into store to redeem your coupon code.

7) Test your websites ability to scale with users and check your site speed. A slow page speed kills your chances at a sale: 46% of shoppers have said they’ll never return to a slow website. No point in all this planning if you can’t convert on game day.


8) As well as being one of the largest Sale days of the year, you may find that Black Friday and Cyber Monday also deliver records for daily unique visitors. Keep some retargeting strategies in place so you can follow up with people who never checked out online. Also, collecting email addresses or other soft conversion points like dowloading of pdfs or joining your socials is valuable.

9) Focus on the Customer Experience - Staff Appropriately: As traffic increases during Black Friday & Cyber Monday so too does the need for customer support, developers committed to problem-solving, and salespeople ready to answer phone calls.

10) Review last years analytics and lessons learned. Jump into your site side analytics tool and investigate last years numbers, especially traffic sources and product skews purchased. The most important part of this is a forecasting exercise around advertising budgets needed for the day. Be prepared to spend up to 5 times more than your usual daily spend caps on important channels like Google Search Ads and Fscebook Ads.

Farewell Facebook Custom Audiences & Partner Categories

The real world knock-on effects of the Cambridge Analytica situation are about to be felt for savvy Facebook advertisers. Those taking advantage of Custom Audiences and Partner categories will lose the ability to create these campaigns on Aug 15th. Facebook pulls in data from partners like Acxiom and Experian, allowing you to do cool things like target people based on demographics like "Home Ownership" - but this is soon to be a thing of the past.

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Also, some advertisers use Custom Audiences, a powerful feature that allows you to tap into your first party data e.g your customer's email addresses from your CRM, to target them specifically on Facebook. You can imagine how powerful something like this can be e.g a home loan vendor targeting people with refinancing ads 3 years after their settlement. This feature also seems to be among those to be deprecated.

Facebook's recent user growth woes and stock market slide have prompted them to look at many facets of their business, and the above changes are reflections of this. They have invested significantly in outdoor advertising, displaying messages like "DATA MISUSE IS NOT OUR FRIEND" and "FAKE ACCOUNTS ARE NOT OUR FRIEND" around Australian capital cities like Sydney. 

Nevertheless, Facebook remains one of the most targeted and efficient forms of marketing available, with hundreds of cool features in their bag of tricks. The full release of changes can be found here.

Australians Wanna Know - What is Amazon Prime Day?

Prime Day is Amazon’s members-only sale held once a year, historically in July.

So how big is Prime Day? Ariana big! She just took the stage at Prime Day launch.

Amazon has invited 4 more countries to Amazon Prime Day, and Australia is one of them! Amazon Prime Day starts at noon AEST on July 16th in Australia, and will run for 36 hours. Amazon will run deals on not just its own products, but (hopefully) thousands of others. There’s no single bigger day when Amazon signs on new Prime memberships globally.

2018 will be the first time for Australia. To make the most of Prime Day you’ll need to get yourself an Amazon Prime membership. In Australia, it costs $6.99 a month, or $59 a year. Sign up to experience the benefits that millions of Prime Members enjoy. Like in other markets, it comes bundled as part of that Prime subscription service, meaning that superfast free delivery and access to streaming services, e-books and exclusive deals is now on the table for Aussies as part of one service.


Save Time With Google Analytics Voice Commands! We Asked 10 Questions, Here's What We Got Back

Google has added a way to mine data for insights with voice-based navigation that’s fueled by artificial intelligence, and it's improving and maturing every day.

Although it will bomb when asking it complicated things like "Does social media drive SEO conversions", it can tackle most straightforward requests (data analysts, your job is safe for now!).

Here's 10 questions we asked GA:

What was my traffic last week?


How many conversions have I received this month?


When do my visitors mostly convert?


What % of my users are female?


What percentage of my users were on safari last year?


What are my highest converting GOALS?


Is tablet traffic growing or shrinking?


Which social network gets me the most visitors


Which website referrer gets me the most conversions


Which landing page had the lowest average session duration last month?



The Google Analytics voice commands feature is easy to use, and can retrieve most GA data with your voice. It is part of a broader initiative within Google called Analytics Intelligence, which aims to give customers a better understanding of their Google Analytics data. It can save previous data you recently asked. It allows everyone to ask basic questions for themselves, freeing up data analysts to focus on more complex, strategic issues.

GDPR Launching Late May - Does it Affect Me in AU?

Undoubtedly you’ve heard of GDPR and the many 100’s of articles, opinions and comments written about it in the lead up to the launch in 11 days so we at Nimbull wanted to give you a run down on what you need to know.

What Is GDPR?

General Data Protection Regulation (GDPR) is Europe’s newest iteration of their existing data protection legislation. The already strict data collection and consumer privacy laws across the biggest economies in Europe are only getting stricter.

What Does It Mean?

Simply put, GDPR changes the way consent is gathered from website visitors for tracking their online activity and allowing third party tech on your site to collect and use this information. In the past, if you visited an EU or UK based website you’d see a simple banner at the bottom of the page requesting you to close the banner as acceptance of the website tracking your online activity. What the websites didn’t tell you was the number of other tracking platforms on their site that were also tracking you and building rich profiles about customers. Moving forward, websites will explicitly need to gain approval from the customer and clearly outline how / what data they are collecting and more importantly guide the user to where they can view/download their data and delete the same.

Does It Affect Me In Australia?

Yes and no, whether you’re a global business or even a small retailer in country NSW, its important to understand the GDPR as even if one of your customers is located in the EU then you need to update your information consent policies. For consent solutions you can visit, which has examples of consent language and available third party consent solutions.

Recommended Action

Check your records and if you’ve got any customers from the EU or plan to expand to the EU, think through how you will collect consent from users across your sites and apps. You may wish to use your own consent mechanism or one of the solutions listed at Note it is important that any tech vendor you use needs to comply with the GDPR regulation as well. If you allow their tag on your site its your responsibility to understand what information they collect.

In closing, the GDPR is a step in the right direction in providing control back to the consumer over their data but it is seen as providing more power to the large publishers like Facebook, Google and Amazon as users rarely log out of these platforms and visit them across all their devices (tablets, laptops and phones). For the new laws to be successful, the EU government legal teams need to provide greater clarity to smaller publishers, tech companies and companies (retailers, etc) on how they continue to do business without spending thousands of dollars trying to comply with every nuance of the GDPR.

What’s at stake for FB if the senate rolls out their own industry regulation?

The online privacy debate has reached its most intense point to date, culminating in Zuck‘s speech on the hill. Despite tensions running high, this will hopefully deliver a clearer path to necessary user protections over the long term. A lasting balance between all the economic benefits of the commerce generated by digital advertising (needed for business growth and jobs), and also user privacy, is hopefully on the way. 

But perhaps the most impactful moment of Zuck’s testimony was when one senator old enough to be his grandfather said “If Facebook and other online companies will not or cannot fix the privacy invasions, then we are going to have to, we the Congress.” Zucks face reacted as would a teen’s seeing their parents home one day early in the middle of an unauthorised house party! This was for good reason. 

Any abstraction of user data the Congress would regulate would result in a loss in effectiveness for Facebook Ads, which is the companies primary income source. For example, advertisers can now target holiday makers by the number of weeks left before they leave for their holiday. These sorts of “privacy invasions” would likely be first on the chopping block. Less effective ads means less spend on ads. 

Despite defering “to his team” a lot during questioning, Zuck did unbelievably well to answer clearly and not crack under immense pressure. His comments of “it was my mistake, and I’m sorry, I started Facebook and I run it” are an amazing PR crisis management feat. So perfectly scripted, I can see him in his jammies saying it in the mirror. The real art of that statement is that it gives all concerned parties the avenue of focusing their blame on Zuck personally, but also defuses the situation as no one person could realistically oversee the monster complexity of the Facebook machine. 

The mere hint Zuck made about a paid version of Facebook sent stocks soaring up 4.5 percent, the biggest one day gain in 2 years. Regardless of the pressure FB is now facing, they are part of an elite now realistically “too big to fail” and will whether the storm. With social now too important to simply “delete” from our lives, let’s hope the day after the storm looks good for users and businesses alike. 


Honey, It Happened Again... DON'T Mess Up Digital These Holidays

With many industries pulling in over 30% of their yearly revenue during the holiday season, it's time to get serious about digital marketing.

  • Everything dies off on Dec 18 when shipping won’t get it there by Xmas. Front load your media budgets to Nov and early Dec!

  • Seasonal Industry data! - hit your agency, platforms, tech providers and search engines for relevant tips and market data that can make you shine at Christmas time.

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  • Who’s covering? Let's face it, there WILL be a shitfight about who’s working on Xmas eve, Christmas day and especially NYE and NYD. The earlier you rope in that recently joined unsuspecting junior the better. He may feel better about waking up on a random couch on new year’s day faced with reactivating campaigns from his blurry iPhone.

  • Hard to reach account managers get even harder to reach. That Search Engine rep who takes 4 days getting back to you at the best of times has probably already told you to get in all your questions by Dec 8 when he’s flying home to London or Delhi. It’s now or nineteenth of Jan!

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  • Fight the lure of generic Xmas strategies like buying high volume keywords like “Christmas gift”. If it hasn’t worked 5 Christmases in a row what makes you think this one's gonna be any different.

  • Christmas skin? We’re not talking about that tasty layer of fat you only eat on Dec 25th every year (right?).

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Put a touch of Christmas on all your landing pages and promotions. You don’t need to skin your whole website with reindeer and frolicking elves. Something as simple as a little Santa hat on the corner of a website frame will demonstrate credibility, brand tone and can boost average session duration and conversion rates. A silly Santa meme on Dec 24th sent via Hootsuite could make that unrealistic LIKES target your boss set last January a reality. You may even get a Xma$$$ bonus. Better than a 1 year membership to the jelly of the month club!

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  • “Last 30 days” data ain’t gonna cut it. Get proactive about Device and ad scheduling to meet the “out and about” nature of the holidays. This will vary by industry but you can count on conversion rates spiking in retail and mobile being key between Xmas and NYE. Mobile bid multipliers or routing all your budget to “mobile only” can help you crush competitors on platforms like Facebook Ads, Google Shopping, Bing Ads and Adroll.

  • Shake off that hangover and have a look at what actually happened. Looking at y/y data 11 months from now will not be as effective as doing some custom reporting to assess wins and loses of this years Xmas campaign. Set a calendar invite on Oct 15 to look at the data again and kick-start Xmas planning once again.

Don’t be a Griswold these holidays! Your jolly Nimbull digital marketer is here to help!

Adwords Extends Daily Overdelivery to 200% of Cap - Watch Closely!

What is happening?

Google announced that "Starting October 4, 2017, to help you hit your advertising goals like clicks and conversions, your campaigns can now spend up to twice your average daily budget automatically". They also confirm that you won’t be charged more than your monthly charging limit: the average number of days in a month (30.4) multiplied by your average daily budget.

How will it effect Adwords campaigns?

Starting October 4, 2017, campaigns daily budgets can overspend by double i.e 200%, automatically. This was previously 120%. You might see that your advertising costs each day are a little higher or lower than what you set for your daily budget. There will be a risk of overspend, especially if you don't keep to a strict calendar month. This may also effect advertisers who are very keen to have a very even spread of clicks over the month, making it a little harder to achieve.

Why would Google do this?

This will be great for Google's Adwords revenues. They can take the demand while its there. This may result in a greater overall spend on Google. Even if this is a tiny amount per advertiser, added up over the millions of Adwords customers, this could deliver millions to their bottom line. They may also feel that customers using tools like their auto bid optimiser could get better overall performance by taking demand while its there, but this remains to be seen.

What should you do to prepare?

- You need to keep an eye on your campaigns daily budget every 2-3 days.

-  You can set an email alert when costs exceed the daily cap by a certain percentage.

With ‘Overdelivery’ credits, hopefully most of this will be mitigated. Sometimes campaigns deliver over your monthly budget and in those cases, Google will credit the overdelivery cost back. This is a measure that should help advertisers feel a bit better about this change. Advertisers can see overdelivery by day from the Reports section in Adwords.



A Nimbull Digital Marketer can help you maximise this opportunity. Reach out with questions anytime. We'd love to hear from you.

APPLE vs ADWORDS - Will ITP Affect Me?

What is happening?

Later in September, Apple will introduce a feature called Intelligent Tracking Prevention. They are doing this to balance user privacy with website functionality. This will interfere with Google Adwords conversion tracking, and Apple would have known Google Adwords would be the most effected by this before making the call. It will mean that users that convert on safari over 24 hours after the click, will not be counted in the same old way. Adwords are on it, and have solutions in play. These solutions don't appear to require any action from the Adwords user. This is in both the below scenarios:

1) where Google Analytics and Adwords are Linked and auto taggin is on (counting should be exactly as before).

2) Google Analytics and Adwords are not linked (will use statistical modeling, and should get very close to old Safari conversion counting methodology).

Google's Technical Implementation

Google is addressing ITP with a method that keeps with Apple’s guidance around ad attribution, which states, “We recommend server-side storage for attribution of ad impressions on your website. Link decoration [e.g., padding links with information] can be used to pass on attribution information in navigations.”


Google has developed a new Google Analytics cookie that will be used to capture campaign and conversion data from Safari in a way that corresponds with ITP.

What should you do to prepare?

This new feature will occur in late September 2017. If you haven't linked your Adwords and Google Analytics accounts, we recommend doing so to remove any doubt that could be introduced in the new Adwords statistical modelling. 

A Nimbull Digital Marketing Director can help you prepare for ITP. Reach out with questions any time, we'd love to hear from you.


More AI ! Adwords removes "optimize for conversions"

What is happening?

The ad-rotation settings you are used to seeing in Adwords below are changing, to make more use of Google's AI algorithm.

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On the 25th of September 2017, there will be three updates to "improve" ad rotation settings:

1.    There will be two ad rotation settings options:

      • "Optimise" will use Google's machine learning technology to deliver ads that prefer best performing ads in your ad group.

     • "Rotate indefinitely" will deliver your low performing ads more evenly with higher performing ads for an indefinite amount of time.

 2. Campaigns will be using Smart Bidding "optimise" regardless of their other ad rotation settings.

 3. Ad rotation settings will be available at the ad group level.


How will it effect Adwords campaigns?

Starting 25th of September, "optimise for conversions" and "rotate evenly" will be opted out from the Adwords interface.


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There will be some benefits for advertisers:

•    Campaigns using "optimise for clicks", "optimise for conversions" or "rotate evenly" will use only "optimise" instead, which will assist novice users by removing complexity.
•    Campaigns using smart bidding strategies, such as Enhanced CPC, target CPA, or target ROAS bidding strategies, will always be set to “Optimise” their ad rotation, regardless of how they set their ad rotation settings. This is less control, but potentially good for a novice user.
•    Advertisers can also manage new ad-rotation settings at both the campaign and ad-group level.
•    Novice advertisers may see better performance of ads from making this ad-rotation change.

There are also some disadvantages:

•    Advertisers can no longer set ads to "optimise conversions" or "optimise for clicks" explicitly. This taking away of control may hurt advertisers who spent the time to prove "optimise for conversions" or "optimise for clicks" was the best performing mode for their account.


Why would Google do this?

The right ad rotation can help you to show your best performing ads to users looking for what you have to provide. However, it’s not always clear which ad-rotation makes the best sense for your business, so Google is simplifying ad rotation to two settings: “optimize” and “rotate indefinitely.”

Google is also trying to simplify Adwords in general, so more people without analytical capabilities can use it and get great results. They may also see an Increase in budgets, as "optimise for conversions" may have reduced clicks (vs optimise for clicks), and therefore it was reducing spend on Google's products like Adwords, GDN and YouTube. Google rarely makes changes that hurt their bottom line!


What should you do to prepare?

This new ad-rotation feature will occur automatically starting 25th of September 2017. Make sure your Adwords conversion pixels are firing properly. This will be key. If you are over counting or under counting conversions it may really skew ad rotation in an unexpected way. it’s always best to keep a close eye on your accounts following a change like this! Finally jump right in and start to set ad rotation at an adgroup level, especially where you are launching new copy and want to rotate evenly for a period of time. 

A Nimbull Digital Marketing Director can help you maximise this opportunity. Reach out with questions any time. We'd love to hear from you.