Black Friday 2024: Microsoft Advertising provides brands with an elaborate plan to boost their sales

Black Friday returns for another year as a key date for brands when it comes to boosting their sales. In this race to stand out and generate conversions, they face the challenge of offering more personalized, attractive and relevant experiences. To assist them in this objective, Microsoft Advertising has deployed a series of tools to achieve visibility and conversion objectives in a differential way. The potential of the company’s strategy lies in the creation of an integrated ecosystem, ranging from search optimization to native advertising solutions, display, Connected TV (CTV) and video.

Search Optimization: Reaching Buyers on Their Digital Journey

One of the pillars of any digital marketing strategy continues to be search advertising, and during an event like Black Friday, this tool can be useful to attract consumers who are actively searching for products and offers. Microsoft Advertising stands out with Performance Max and responsive search ads, which allow brands to not only reach a massive audience in the search channel, but also across other touchpoints in the Microsoft ecosystem.

With Performance Max, brands can combine search campaigns with an omnichannel approach, maximizing real-time performance thanks to AI-powered optimization. During sales peaks, such as Black Friday, this tool automatically adjusts to improve ad visibility and campaign conversion effectively and without the need for complex configuration. According to internal Microsoft data, search activity in business categories grows during seasonal sales, making these types of solutions crucial to capitalizing on purchase intent.

Native advertising and display: storytelling adapted to each point of contact

Native and display advertising is crucial for brands to tell their story throughout the consumer purchasing process. Microsoft Advertising solutions allow you to create consistent and personalized visual ads, ensuring that each interaction reinforces the brand message and captures the consumer’s attention.

One aspect that distinguishes Microsoft Advertising from its competitors is access to its own and exclusive database (1st party), which allows dynamic remarketing and predictive targetinga combination that offers superior results in terms of conversion. Demographic and behavioral data, obtained directly from Microsoft users, allows campaigns to be segmented and grouped by audiences with common characteristics, making it easier for brands to reach a specific audience with identified needs.

Additionally, Microsoft offers massive audience reach through platforms like Microsoft Edge y MSNamong others, allowing advertisers to connect with consumers at various times of their day and on multiple devices. This approach ensures that brands’ messages reach a broad, qualified audience, which is particularly valuable during Black Friday, when consumers are constantly searching for the best deals.

Impact of Connected TV (CTV) and video: immersive campaigns on connected devices

In a context where video and CTV are widely accepted content formats, Microsoft Advertising offers the possibility of reaching high-quality audiences while they consume content on streaming devices. The penetration of Connected TV (CTV) In Spain it reaches 95% of the population between 16 and 75 years old, becoming an essential channel for brands seeking visibility and differentiation in times of high demand.

By partnering with global CTV brands Microsoft enables advertisers to reach diversified and engaged audiences on recognized platforms. Additionally, these CTV campaigns are powered by AI, making it easy to select optimal placements and optimize campaign budgets, maximizing impact and conversions. This advanced technology also makes it possible to collect and analyze large amounts of data to make adjustments on the fly, a key competitive advantage in high-traffic events like Black Friday.

An added value in creating campaigns is the use of Copilot Adsan AI tool that helps advertisers generate visual materials and text, and even gives recommendations on which assets are best based on campaign goals. Copilot Ads facilitates experimentation and testing of messages and graphic resources, allowing ads to be optimized and modified according to real-time results (clicks, conversions, etc.). This allows for continuous adaptability in campaigns and helps brands quickly get closer to their goals.

A Ultimate guide to the shopping season: Boost your Christmas campaigns

To make the most of the sales season, Microsoft provides its Marketing Playbook 2024a guide specially designed to help brands develop optimized campaigns during Black Friday and the holidays. This resource offers specific tactics for each phase of a campaign, from ad creation to personalization and performance analysis, with a focus on capturing consumer attention and maximizing results.

With its global reach and AI capabilities, Microsoft Advertising enables brands to create integrated campaigns that not only increase brand awareness but also build an authentic connection with their consumers throughout all stages of the sales funnel. . By offering specific recommendations, the playbook It allows advertisers to design strategies that align brand messages with critical consumer decision moments, thus increasing the effectiveness of their campaigns.

Data-driven strategies for a maximized sales season

Microsoft Advertising provides advertisers with a comprehensive set of tools and capabilities that go beyond traditional solutions. By integrating first-party data and real-time analytics, Microsoft enables brands to better understand consumer behavior at high-traffic events like Black Friday. Additionally, the use of custom audiences, remarketing, and predictive targeting makes it easier for companies to create campaigns with unique precision.

During Black Friday, consumers are bombarded with deals, making message relevance even more important. Microsoft Advertising tools allow brands to not only optimize their ads based on performance data, but also experiment and adapt quickly. The ability to use data-driven audiences and adjust advertising strategy based on real-time insights helps brands maximize their chances of success in a highly competitive environment.

Therefore, by leveraging the capabilities of Microsoft Advertising, brands can build lasting relationships with their consumers, maximizing both the impact of their campaigns and conversion opportunities in this time of maximum competition.