[Rakuten Black Friday Strategy] How to Dramatically Improve ROAS with RPP Ad Optimization and Coupon Strategy

Rakuten Black Friday is one of the largest annual sales events on Rakuten Ichiba. Many EC businesses are monitoring market trends with the search keyword "Black Friday Rakuten When", but simply grasping the holding period is effectively insufficient. In this article, from the prediction of holding period based on past data, optimization of ad operation (RPP ads), to coupon strategy that maximizes customer enthusiasm, we will thoroughly explain from the perspective of a senior content strategist.

A conceptual visual of a digital shopping cart with neon lights indicating a massive sale event, symbolizing Black Friday in a high-tech e-commerce environment.

1. When is Rakuten Black Friday Held? Past Trends and Forecasts

To conclude, Rakuten Black Friday tends to be held from immediately before or after the 4th Thursday of November every year. Specifically, it usually starts around "November 21st". This period overlaps with large sales of competing platforms, and is the timing when user purchasing motivation is highest in the year.

In strategic store operation, "pre-order sales" and "advance notice" from one week before the event are important. Due to Rakuten's algorithm, the initial sales immediately after the start of the event greatly affect the subsequent search ranking, so how to create explosive sales within 2 hours of the start is the turning point of the game.

A professional business dashboard showing real-time e-commerce analytics, conversion rate optimization charts, and performance marketing metrics during a peak seasonal sale event.

2. Bidding Strategy to Expand Impression Share of RPP Ads

During the event period, competitors also strengthen their bids, so ads are less likely to be displayed at normal unit prices. In particular, in order not to miss users with high purchasing motivation, keyword bid adjustment of RPP ads (Rakuten Promotion Platform) is indispensable.

3. "Limited Coupons" to Maximize CVR and Data Utilization

Gathering access alone does not improve ROAS. What is important is to improve the "Conversion Rate (CVR)" that surely connects gathered users to purchase. What is effective here is a personalized coupon utilizing Zero-Party Data (data voluntarily provided by customers).

For example, by distributing "Black Friday limited secret coupons" only to advance questionnaire respondents or favorite registrants, high CVR can be achieved at the same time as the event starts. This is not just a discount, but contributes to the improvement of customer experience (CX) and leads to long-term LTV improvement.

Close-up of a digital tablet displaying complex data visualization and bar graphs representing sales growth and marketing ROI analysis for high-volume retail transactions.

4. Traffic Trend Data Analysis During the Event Period

The chart below shows the correlation between general traffic and ROAS during the Rakuten Black Friday period. Budget allocation is required that is conscious of the "M-shaped" transition where peaks come immediately after the start and on the final day.

FAQ

Q. When is the Rakuten Black Friday schedule announced?
A. Usually, it is officially announced on the Rakuten Ichiba top page or RMS a few days before. Based on past trends, it often starts on a Thursday or Friday around November 21st.
Q. My RPP ad budget runs out quickly. Is there a solution?
A. Utilizing time-specified bidding to concentrate budget between 20:00-24:00 when users are active, or temporarily stopping exposure of low-performance products ('Selection and Concentration') is effective.
Q. Should I prioritize coupons or point multipliers?
A. High-visibility 'Coupons' are effective for new acquisition, while 'Point Multipliers' work for retention. However, for major events like Black Friday, maximizing appeal by using both is the standard strategy.

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Summary

The strategy for Rakuten Black Friday starts with knowing "when it will be held", and leads to precise operation of RPP ads and coupon strategies utilizing customer data. In particular, securing initial impressions and budget management in the final spurt are the keys to maximizing ROAS.

Published: February 12, 2025 / Author: RISA WATANABE

References

  • [1] Rakuten Ichiba Official Past Sale Holding Record Archive
  • [2] Rakuten Promotion Platform (RPP) Operation Guidelines
  • [3] Consumer Behavior Data Analysis in Net Shop Operation (2024 Version)
Disclaimer: This article is provided for informational purposes only and does not substitute for professional advice. Specific results are not guaranteed. Also, the content is based on information available at the time of publication.