Rakuten Black Friday Strategy: How to Dramatically Improve ROAS with Optimized RPP Ads and Coupon Strategies
The ”Rakuten Black Friday” is one of the biggest annual sale seasons on Rakuten Ichiba. Many EC operators are keeping a close eye on market trends through the search term "Rakuten Black Friday when", but simply grasping the timing of the event is not enough. This article thoroughly explains from the prediction of holding time based on past data to the optimization of advertisement operation (RPP Ad) and coupon strategies to maximize customer enthusiasm, from the perspective of a Senior Content Strategist.
Table of Contents (Click to Expand)
1. When is Rakuten Black Friday Held? Past Trends and Forecasts
To skip to the conclusion, Rakuten Black Friday generally tends to be held just before or after the 4th Thursday of November every year. Specifically, it usually starts around "November 21st". This period overlaps with major sales of competing platforms, making it the highest timing for user purchasing motivation of the year.
In strategic store operation, "pre-orders" and "advance announcements" starting one week before the holding date are important. Since the initial sales immediately after the start of the event greatly affect future search rankings according to Rakuten's algorithms, how to create explosions in sales within the first 2 hours of the start marks the turning point of the match.
2. Bidding Strategy to Expand Impression Share for RPP Ads
Since competitors also strengthen their bidding during the event, advertisements become difficult to show with normal unit prices. In order not to lose users with especially high purchasing motivation, keyword bid adjustment for RPP Ads (Rakuten Promotion Platform) is essential.
- Strengthening Initial Bidding： 24For the first 24 hours, set bid prices at 1.5 to 2 times the normal rate to secure exposure.1.5倍〜2
- Setting Negative Keywords： Prevent wasted clicks and maintain ROAS (Return on Ad Spend).ROAS
- Performance Tracking： Monitor impression share in real-time to prevent budget depletion.
3. Maximizing CVR with "Limited-time Coupons" and Data Utilization
Merely gathering access will not improve ROAS. What's important is the improvement of the "Conversion Rate (CVR)" that securely connects the gathered users to purchases. Effective here are personalized coupons utilizing Zero-Party Data (data voluntarily provided by customers).
For example, by distributing "Black Friday Exclusive Secret Coupons" only to advance questionnaire respondents and favorited users, a high CVR can be achieved as soon as the event starts. This isn't just a simple discount; it contributes to improving the Customer Experience (CX) and also connects to the long-term improvement of LTV.
4. Data Analysis of Traffic Trends During the Event Period
The chart below shows the correlation between general traffic and ROAS during the Rakuten Black Friday period. Budget allocation conscious of the "M-shaped" transition where peaks come immediately after the start and on the final day is required.
Frequently Asked Questions
- Q. When is the Rakuten Black Friday date announced?
- A. Typically, it is officially announced a few days before the event on Rakuten Ichiba's top page and the shop management dashboard (RMS). Based on past trends, a Thursday or Friday start around November 21st is most common.RMS1121
- Q. RPPMy RPP ad budget runs out quickly. Are there any countermeasures?
- A. Utilize time-targeted bidding and concentrate your budget during peak user activity from 8 PM to midnight, or employ a 'select and concentrate' approach by temporarily pausing exposure for low-performing products.20時〜24
- Q. Should I prioritize coupons or point multipliers?
- A. For new customer acquisition, highly visible 'coupons' are effective; for retaining repeat customers, 'point multipliers' work better. However, for major events like Black Friday, the basic strategy is to maximize appeal by using both together.
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Consult on Strategy for FreeSummary
Conquering Rakuten Black Friday starts from knowing "when it is held" and leads to the meticulous operation of RPP ads and a coupon strategy utilizing customer data. In particular, securing initial impressions and budget management for the final push on the last day are the keys to maximizing ROAS.
Published: Feb 12, 2025
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References
- [1] Rakuten Ichiba Official: Past Sale Event Archive
- [2] Rakuten Promotion Platform (RPP) Operations Guidelines
- [3] Consumer Behavior Data Analysis in Online Store Operations (2024 Edition)