Black Friday 2024 has brought intense competition to the digital advertising space, with platforms like Temu and Shein aggressively bidding on competitors’ keywords. This fierce rivalry has driven up online marketing costs, forcing retailers to rethink their strategies.
For affiliate marketers, this surge in cost per click (CPC) presents both challenges and opportunities.
Let’s dive into what this means for marketers, why it’s happening, and how affiliates can adapt to the changing landscape.
The rise of keyword wars
Temu and Shein, two dominant players in the fast-fashion and e-commerce markets, have made headlines with their aggressive keyword bidding strategies during Black Friday. By targeting competitors’ branded keywords, they aim to redirect potential customers to their own platforms. This tactic has driven up CPCs across the board, making it more expensive for retailers to secure top spots in search results.
For example, a retailer bidding on their own brand name may find themselves paying significantly more to outbid these giants, eating into their advertising budgets. While this approach has proven effective for companies like Temu and Shein, it has created ripple effects throughout the industry, particularly for smaller players who can’t compete with their spending power.
Why this matters for affiliate marketers
Affiliate marketers often rely on paid advertising, including keyword bidding, to drive traffic to their websites and generate conversions. The rising CPCs during key shopping events like Black Friday can cut into profit margins, making it harder to achieve a strong return on investment (ROI).
However, this environment also creates opportunities for affiliates who can think creatively and adapt their strategies. Here’s why:
1. Increased focus on organic content
With paid advertising becoming more expensive, affiliates who prioritise organic traffic through search engine optimisation (SEO) and high-quality content can gain a competitive edge. Creating gift guides, product reviews, and comparison articles tailored to Black Friday shoppers can help attract visitors without the high costs of paid ads.
2. The need for diversification
Affiliates who rely solely on Google Ads or other pay-per-click (PPC) platforms may find themselves squeezed out of the market. Exploring alternative channels, like social media, email marketing, or even partnerships with influencers, can help offset rising CPCs.
3. Opportunities in niche markets
While the big players battle over mainstream keywords, affiliates who focus on niche audiences and less competitive keywords can capture valuable traffic without facing the same level of competition.
How affiliates can adapt to rising costs
To navigate the challenges of high CPCs and make the most of the Black Friday season, affiliates need to refine their strategies. Here are some actionable steps:
1. Leverage long-tail keywords
Instead of bidding on broad or highly competitive terms, focus on long-tail keywords that target specific products or customer needs. For example, instead of “Black Friday deals,” try “affordable winter coats Black Friday 2024.” These keywords often have lower CPCs and attract users further along in the buying process.
2. Focus on content that converts
Quality content remains a cornerstone of affiliate marketing success. Create detailed product comparisons, honest reviews, and curated shopping lists to attract shoppers looking for guidance. Content that answers specific questions or solves problems is more likely to drive conversions.
3. Invest in alternative platforms
Platforms like Pinterest, TikTok, and YouTube offer cost-effective advertising options and cater to highly engaged audiences. Experimenting with these channels can help affiliates reach shoppers without competing directly with the likes of Temu and Shein.
4. Use retargeting effectively
Retargeting ads allow affiliates to re-engage users who have already visited their site or clicked on a previous ad. This approach is often more cost-effective than targeting new audiences and can yield higher conversion rates.
5. Collaborate with smaller retailers
While large retailers may dominate the keyword wars, smaller brands often have unique products and loyal audiences. Partnering with niche retailers can provide affiliates with exclusive deals or commission structures, helping them stand out in a crowded market.
The long-term implications of keyword bidding wars
The aggressive tactics displayed by Temu and Shein during Black Friday highlight a broader trend in digital marketing: competition is intensifying, and brands are willing to pay a premium to secure visibility. This has implications not just for affiliates but for the entire advertising ecosystem.
For affiliates, the key takeaway is the need to remain agile. Strategies that worked in the past may no longer be effective in an environment where advertising costs are rising and consumer behaviours are shifting.
Affiliates who invest in organic growth, explore new platforms, and focus on delivering value to their audiences will be better positioned to weather these challenges.
Final thoughts
Black Friday 2024 has proven that the competition for consumer attention is fiercer than ever.
While the rising CPCs driven by keyword wars may pose challenges, they also underscore the importance of adaptability and innovation in affiliate marketing.
Affiliates who embrace creative strategies, diversify their efforts, and focus on building authentic connections with their audience can turn these challenges into opportunities.
As the holiday shopping season continues, the lessons learned during Black Friday will shape how affiliates approach future campaigns, ensuring they stay ahead in an ever-changing market.
