1. Optimized product feed

The product feed is the backbone of any digital advertising strategy, especially crucial during sales.

It is the product catalog shared with advertising platforms such as Google Shopping, Facebook/Instagram Ads, and other price comparison sites.

A well-optimized product feed ensures that your offers are displayed correctly to the right audience.

Best Practices for your product feed

1. Accuracy and constant updating

Make sure prices, availability, and discounts are updated in real time. A pricing error can lead to customer frustration and business losses.


2. Detailed and attractive descriptions


Include relevant keywords so your products can be easily found.

Descriptions should be clear, concise, and highlight the product's benefits.


3. High-quality images


Images are the first point of visual contact. They should be clear, well-lit, and show the product from different angles.


4. Complete attributes


Fill in all possible attributes (brand, size, color, material, etc.) to improve search relevance and ad targeting.


5. Inclusion of the discount


It's essential that the original price and the discounted price are clearly stated in the feed, and if possible, the discount percentage .

RTG strategies in sales:

➔ Advanced segmentation:
Create retargeting audiences based on user behavior:

  • Visitors who viewed sale products but did not purchase.
  • Users who added products to their cart but abandoned it.
  • Previous customers who purchased in previous sales.
  • Users who interacted with your ads but did not visit the website.


➔ Personalized messages and urgency:
Retargeting ads should remind users of the specific products they viewed and highlight the sale offer. Incorporate a sense of urgency: "Last few items," "Offer valid until [date]" ...


➔ Exclusive RTG Offers:
Consider offering an additional discount or free shipping to retargeted users to encourage conversions.

➔ Cross-selling and Up-selling:
Show complementary or higher-value products to customers who have already made a purchase during the sales.

Email Marketing Tactics for Sales Season:


➔ Database segmentation:
Send personalized emails based on purchase history, preferences, and previous interactions. For example, an email for customers who purchased specific categories or for those who recently subscribed.

➔ Pre-sale campaigns:
Build excitement by sending emails announcing the sale start date and offering early access to VIP subscribers.

➔ Email Series:

  • Sale announcement: The main email that announces the start of the sales with the most attractive discounts.
  • Discount Reminders: Send follow-up emails highlighting different product categories on sale or new additions.
  • Last call: Before the sales end, send a reminder email with an urgent message.
  • Abandoned Carts: Automate emails to remind users about products they left in their cart, perhaps with an added incentive.


 ➔ Compelling subject lines: Use clear and concise subject lines that generate curiosity and highlight the benefit (e.g., "Up to 50% off!", "Your wish list is now on sale!").

➔ Compelling visual content: Use high-quality images of sale products and a clean, easy-to-read email design.

➔ Clear calls to action (CTA): Include prominent buttons that direct you to the sales section or specific products.

4. Additional media activations and measurement

In addition to the aforementioned pillars, it is crucial to diversify activation across other media and, above all, measure performance:

➔ Social Media Ads
 Use content from your product feed to create dynamic ads on platforms like Facebook, Instagram, and TikTok, targeting them by interests and behaviors.


➔ Search engine advertising (SEM)
Adjust your Google Ads campaigns to include search terms related to sales and discounts, ensuring high visibility when users are actively searching for deals.

➔ Collaborations with Influencers
 Work with influencers relevant to your niche who can promote your sales to their followers.

➔ Continuous analysis and optimization
 Closely monitor key metrics (CTR, conversion rate, ROAS) for all your campaigns.
Identify which strategies work best and adjust your investment and creativity accordingly. Sales are a dynamic period, and agility in adaptation is key.