The holiday shopping season is upon us, which means an influx of customers and purchases across Black Friday, Cyber Monday, Christmas, Boxing Day, and the New Year. Clearco has prepared for this jampacked year-end for our ecommerce brands by launching expanded receipt funding to improve cash-on-hand. Now, we’re adding additional funding to the mix so brands can expand the advertising budget and ensure they’re reaching their customers during peak season. Ecommerce is expected to see massive increase in sales this time of year - in-store Black Friday shopping increased by 1.1%, a much smaller margin than the 8.5% increase for ecommerce. To enable this growth, your brand needs to have the ability to invest in advertising - and Clearco is making that possible.

Ecommerce Advertising During Black Friday and Cyber Monday

A large expense for brands this time of year is digital advertising. Top channels for advertising include Google Search and Display, YouTube, TikTok, and Meta (Facebook and Instagram). Businesses are boosting their high-performing organic posts but also creating separate advertisements to run on these channels. According to Emplifi, in 2023, ad spend on Meta’s Facebook and Instagram surged by 90% in the days leading up to Black Friday, with social ad impressions peaking during the same period. Click-through rate improves as Black Friday comes close, hitting 1.82%, a 38% increase over the week period prior to Black Friday. With 45% of consumers choosing ecommerce stores to purchase from during Black Friday, it’s important that your brand has high visibility with your audience.

Clearco will now fund digital advertising budgets, rather than realized spend

Clearco funds invoices and receipts, which means you need to have firm, agreed-to spend in order to qualify for funding. For digital advertising, we are changing how we approach our funding. For the end of the year, we’d like to improve your cash-on-hand by funding your proposed budget for advertising across Google, YouTube, Meta, or TikTok platforms rather than your confirmed or final spend.

To qualify for funding on proposed budgets, an ecommerce brand needs to submit a screengrab or download a CSV of the budgets set in each platform for posts. The combined total can, subject to eligibility, be funded in advance of your spend. You can submit the advertising budget information similar to how you submit receipts on Clearco.

How to submit your proposed advertising budget for funding on Clearco:

1. Sign up or log in to the Clearco platform
2. Click Submit receipt
3. Click I have read through all receipt upload requirements
4.  Upload a screenshot(s), PDF(s), or CSV(s) of proposed advertising budget that shows intended channel (such as Meta), date of campaign run(s), and budget allocated
5. Choose your Extension Plan and Receipt Amount
6. You will then be prompted to select a vendor and add a Receipt paid date where you can put the date of submission (current date)
7. Confirm and click Submit for review

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What are Google Ads and how does ecommerce use it?

Google Ads enables businesses to promote their products and services across Google's vast network, including search results, websites, mobile apps, and videos. Advertisers bid on relevant keywords, and their advertisements appear when users search for those terms or browse related content. This pay-per-click (PPC) model allows businesses to pay only when users engage with their ads.

1. Shopping Ads display product images, prices, and merchant names directly in search results, allowing users to compare items at a glance. This format often leads to higher conversion rates and lower cost-per-click compared to text ads.
2. Search Ads appear alongside search results when users query specific keywords. By targeting relevant terms, ecommerce businesses can attract potential customers actively seeking their products.
3. Display Ads are shown across Google's Display Network, which includes millions of websites and apps. These ads are visual-first and typically static images.
4. Remarketing Campaigns target users who have previously visited an ecommerce site but did not make a purchase, encouraging them to return and complete their transaction.

What are YouTube ads and how do ecommerce brands use it?

YouTube ads are promotional videos and come various formats, including skippable and non-skippable in-stream ads, bumper ads, and in-feed video ads, each serving different marketing objectives.

1. Skippable In-Stream Ads play before, during, or after a YouTube video and can be skipped after 5 seconds.
2. Non-Skippable In-Stream Ads ensure viewers must watch entirely before accessing their selected content.
3. Bumper Ads are short, non-skippable ads lasting up to 6 seconds, designed to create quick brand impressions.
4. In-Feed Video Ads (formerly Discovery Ads) appear in YouTube’s search results, alongside related videos, or on the YouTube homepage.
5. Outstream Ads are Mobile-only ads that play on partner sites and apps outside of YouTube, starting muted with an option to unmute.
6. Masthead Ads are displayed prominently on the YouTube homepage for 24 hours.
7. TrueView for Action Ads are optimized for conversions, featuring strong call-to-action (CTA) buttons like "Shop Now" or "Learn More."
8. Overlay Ads are Semi-transparent banner ads displayed at the bottom of YouTube videos (desktop-only).
9. Brand Sponsorship is when a business sponsors a channel to have host-read, scripted, or custom advertising embedded directly into the video and typically with a promotional link in the description.

What are TikTok ads and how do ecommerce brands use it?

TikTok ads are promotional content that businesses display within a user’s feed and the advertising ecosystem includes advanced targeting options based on demographics, interests, and user behavior, ensuring businesses connect with their ideal audience.

1. In-Feed Ads are video ads that appear within users' "For You" feed, blending seamlessly with organic content. They support features like likes, comments, shares, and follow buttons, allowing for direct interaction.
2. TopView Ads are the first in-feed posts users see upon opening the app, offering full-screen video with sound. They can last up to 60 seconds and are designed to capture immediate user attention.
3. Brand Takeover Ads appear immediately when a user opens TikTok, occupying the entire screen for a few seconds before transitioning into an In-Feed ad. They can be in the form of images, GIFs, or videos and are exclusive to one advertiser per day.
4. Branded Hashtag Challenges encourages user participation by inviting them to create content around a specific hashtag. It typically includes a banner on the Discover page and a dedicated challenge page aggregating all user submissions.
5. Branded Effects allow for creation of custom filters, stickers, and special effects that users can incorporate into their videos, fostering engagement and brand recognition.
6. Spark Ads allow brands to boost existing organic content, either from their own account or user-generated content, to appear as In-Feed ads, maintaining the native feel of TikTok videos.
7. Brand Sponsorship/Influencer Marketing is when a business sponsors an account to have host-read, scripted, or custom advertising embedded directly into the video and typically with a promotional link in the description.

What are Instagram ads and how do ecommerce brands use it?

Instagram ads are paid promotional posts that businesses and individuals use to reach targeted audiences on Instagram. These ads appear in users' feeds, Stories, Explore pages, Reels, and more, seamlessly blending with organic content.

1. Image Ads are single photo or multi-photo (carousel) ads that appear in users' feeds, Stories, or Explore sections. They support various orientations, including square, landscape, and vertical formats.
2. Video Ads feature videos displayed in feeds, Stories, or Explore. They support multiple orientations and can include sound and captions.
3. Stories Ads are full-screen vertical ads that appear between users' Stories. They can include photos or videos and often feature interactive elements like swipe-up links.
4. Explore Ads appear within the Explore tab, reaching users who are discovering new content and accounts.
5. Shopping Ads allow businesses to tag products directly in their posts, enabling users to click and purchase items seamlessly. 
6. Reels Ads are full-screen vertical ads that appear between Reels, Instagram's short-form video content. They can be up to 30 seconds long and support likes, comments, shares, and saves.
7. Brand Sponsorship/Influencer Marketing  is when a business sponsors an account to have host-read, scripted, or custom advertising embedded directly into the video and typically with a promotional link in the description.

Get your ads budget funded ahead of spend to free up cash flow and boost digital advertising 

For your 2024 holiday shopping season advertising spend, we’re giving you a boost. Let Clearco fund your proposed budget for advertising across Google, YouTube, Meta, or TikTok platforms rather than your confirmed or final spend. Let’s improve your advertising reach to bring more customers through the digital door and make this Black Friday, Cyber Monday, and holiday shopping season your best one yet.