Black Friday sees advertisers scrambling for shoppers’ clicks and attention. As bargain hunters browse online for the best deals, CPCs go through the roof. It can be difficult to know the best approach for Black Friday ads: is it just a case of increasing your budget, or does the rulebook go out the window?

We asked some of the leading voices in PPC their top tips for success. They shared their thoughts on what you shouldn’t miss from your campaigns and how it’s never too early to start planning for next season.

Tip #1: Extensions Are King

Extensions are a great way of giving shoppers more information without taking up any extra space. Here are people's thoughts on the best ones to use for Black Friday.

Tip #2: The Power Of Automation

How can you make sure automation is working in the best way for your campaigns? These experts explain all.

Tip #3: A Word From Unilever's Head Of Performance Marketing

We chatted to Murad Vagabov, Head of Performance Marketing at Unilever Eastern Europe, about what advertisers commonly miss from their campaigns, and how to tackle the craziness of Black Friday.

Tip #4: Optimizing For Success

Effective optimization is everyone's goal, but how do you get there? Here are some tweaks to help your campaigns reach their full potential.

Tip #5: Audience & Targeting 

Getting your message in front of the right people is the whole point of running PPC campaigns, but Black Friday means audiences often open up into a much wider demographic. These PPCers explain how they take advantage of new customers.

Tip #6: Testing

As we all know, testing your messaging is key. Here's what these PPC gurus have to say about testing during Black Friday week.

Tip #7: Thoughts From THG's Jimmy Wu

We spoke to The Hut Group's PPC Manager, Jimmy Wu, about what advertisers should and shouldn't do during Black Friday.

Tip #8: Start Looking Ahead To 2022

It's never too early to start planning ahead. Every year, Black Friday sales start earlier and earlier, and it's easy to get left behind. If you're feeling underprepared for this season, here's how to make sure you're ready for next year.

Tip #9: Don't Let Your Hard Work Go To Waste

As well as record-breaking sales, this time of year always sees insane amounts of invalid traffic activity.

Last year's Black Friday statistics paint a sorry tale: invalid clicks surged globally by 31%, and $20,000,000 of ad budget was lost in a single day to fraudulent and illegitimate clicks.

Don't let your hard work go to waste – make sure your ads are protected this year.