Black Friday and Cyber Monday are no longer just shopping days—they’ve evolved into an intense, extended period where advertisers race to capture consumer attention amid heightened competition.

As BFCM 2024 approaches, all ecommerce i-commerce brands and advertisers must refine their targeting to reach audiences where they’re most engaged.

Why is targeting so crucial? Well, every shopper has different triggers and preferences, especially when it comes to BFCM deals. Therefore, precision targeting is key to standing out in this high-stakes environment and capturing that coveted BFCM attention.

In this article, we’ll cover which Commerce Media placements you should prioritize and how each can drive more sales, conversions, and repeat engagement.

And for those looking to dive deeper, Zeropark’s free ebook — “Zeropark Commerce Media Exclusive Intel on BFCM and Q4 Shopping Season 2024″ — offers an in-depth guide to unlocking the full potential of your BFCM campaigns.

Let’s dive into these top strategies to make the most of your BFCM targeting efforts!

Want to access the full version of our BFCM resources? Download your free copy:

1. Leverage Social Media Channels to Reach High-Intent Shoppers

Social media has become a pivotal platform in BFCM campaigns. As consumers scroll through their feeds, they’re highly receptive to personalized offers and exclusive deals, making social ads an ideal way affiliate marketers to catch their attention early.

Social channels allow advertisers to tailor messaging for different audience segments, from existing customers looking for Black Friday discounts to new shoppers seeking the best deals of the season.

Why focus on social media? This channel allows you to capture impulse purchases and increase brand visibility. As our data shows, social traffic volume has surged by over 145% this year, proving that users are actively engaging with commerce content across social platforms.

Including social media in your BFCM targeting strategy can help you reach high-intent audiences, drive traffic, and ultimately boost conversion rates.

2. Drive Conversions with Deeplink Ads

Deeplink ads are especially effective for BFCM, as they guide consumers directly to specific product pages, reducing friction in the buying journey.

During BFCM, when consumers are looking to make quick purchasing decisions, Deeplink ads can be a game-changer for ecommerce brands aiming to increase conversions and sales.

Shoppers on the hunt for Black Friday sales or holiday season gifts are less patient, so ads that lead them right to the product they want can be incredibly effective.

Zeropark’s Insight: Deeplink ad performance is projected to increase significantly during BFCM week, with a 41% rise in supply compared to earlier in November. This means more brands are realizing the power of Deeplink ads to drive conversion and maximize return on ad spend by placing the right product in front of the right audience at the perfect moment.

3. Invest in Content-Based Placements for High-Engagement Audiences

Many consumers spend time researching products through blogs, review sites, and influencer posts, especially during the holiday shopping season.

This content-driven approach gives advertisers the chance to engage consumers with high-value information, boosting brand credibility and trust.

Ads embedded within relevant content—such as product reviews or holiday shopping guides—enable brands to connect with consumers right at the decision-making stage, increasing the likelihood of conversions.

For BFCM, Zeropark’s Commerce Media platform enables brands to place ads on high-traffic content sites, amplifying their reach and engaging audiences actively seeking out shopping holiday deals and Black Friday discounts.

4. Reconnect with High-Intent Shoppers with Retargeting

Retargeting is essential for BFCM, as many consumers start browsing early to compare deals.

Use retargeting to stay top-of-mind with consumers who have shown interest in your products or have abandoned carts. This nudge can often lead to conversions, especially when paired with time-sensitive offers.

5. Try out Contextual Targeting

Relevance is essential during BFCM. Contextual targeting ensures your ads appear alongside relevant content, increasing the likelihood of user engagement and clicks.

This strategy is particularly useful on content-rich platforms, where users actively consume information on BFCM shopping tips or product comparisons.

• Use Keywords Related to Holiday Shopping: Make sure your ads appear next to content that aligns with your products and BFCM offerings.
• Product-Specific Contexts: For example, if you’re promoting tech gadgets, target sites, or articles focused on tech shopping guides.
• Exclusions for Non-Relevant Content: To maximize budget efficiency, exclude contexts that may not align with your audience’s purchase intent.

Conclusion

Optimizing your commerce media targeting strategy for BFCM 2024 is essential to stand out in a crowded digital space.

By focusing your marketing efforts on audience segmentation, social media placements, Deeplink placements, and contextual targeting, you’ll increase your chances of reaching the right shoppers at the right time.

As competition heats up, take advantage of Zeropark’s BFCM ebook to gain insights on optimizing placements, strategies, and ad types tailored for this season. A targeted, data-driven approach will ensure your ads not only reach but resonate with your target audience, setting your brand up for BFCM success.

Gabriela Cendrzak