Unpacking Bonobos’ Black Friday Search Ad

As I geared up for the holiday season, I decided to run a pre-Black Friday check on how advertisers were preparing for the shopping frenzy. Intrigued, I entered the query “Black Friday Deals for Dads,” and up popped a Bonobos paid search ad. Let’s dive into what insights I discovered.

Bonobos Paid Search Copy

The ad wasn’t bad at first glance. It mentioned Cyber Week, aligning thematically with the approaching Black Friday shopping season. A discount was prominently displayed, but something crucial was missing—no mention of “deals” or “dad.” It’s worth noting that this search occurred before Thanksgiving, but considering the extended Black Friday deals this year, a bit more preparation might have been beneficial.

The Unexpected Customer Experience Issue

I decided to click on the ad, expecting a plethora of Black Friday offerings and deals. To my surprise, I was met with an empty blank page with no products in sight, only a link to return to the home page. This was a paid search ad, not an organic result. Bonobos paid for this placement, and unfortunately, it didn’t live up to expectations.

What Caused the Issue

It’s possible that someone unintentionally activated the ad before the scheduled time. Maybe the system created a dynamics search ad from the page description, or a static ad prematurely loaded up with this URL. Regardless, this situation doesn’t present a favorable image. On a positive note, as the ad didn’t align with the query I entered, it probably experienced a low click-through rate.

Fixing the Flaw

How can Bonobos rectify this issue? It all depends on the ad type.

Performance Max

If the Bonobos search ad in question was created through automated means, such as a Performance Max campaign, addressing the issue is a challenge. Setting up logic to avoid serving pages without content is tricky. However, in the realm of Performance Max campaigns, there’s a silver lining. Advertisers employing value-based bidding can ensure that if an ad like this serves it won’t stay up for long. If customers click on the ad but don’t make a purchase, the ad will eventually cease to serve. This ensures that the ad is actively contributing to revenue generation, aligning seamlessly with the advertiser’s goals.

Responsive Search Ads

If this ad was a responsive search ad, Bonobos has options to address this issue in the future.

1. Conduct a thorough check of URLs before trafficking an ad.
2. Implement automatic rules for activation when the corresponding page goes live, can prevent disruptions. This approach adds a layer of control, reducing the likelihood of technical glitches.

The key takeaway is it is important to be well-prepared for upcoming holiday promotions. Double-check your ad setup—sending a customer to a broken page not only wastes your ad spend but also tarnishes your brand image.

Here is a link to the page in question. At the time of publication, it still serves as a blank page. I’ll be watching to see if it ever gets populated.

A Black Friday Lesson Learned

In the ever-evolving landscape of online advertising, the Bonobos Black Friday ad serves as a reminder. As you navigate the intricacies of digital marketing, prioritize preparation, align your ad copy with user queries, and ensure a flawless user experience. After all, in the realm of Black Friday deals, every click counts.

Your Marketing Strategy

Flighting ads correctly during peak seasons can be tricky. If you find yourself grappling with similar challenges, let’s chat. I invite you to set up a marketing strategy call to ensure your ads are not only well-crafted but also seamlessly executed. Just fill out the contact form, or email me at [email protected]