Black Friday and Cyber Monday are just around the corner.
To put some numbers to the upcoming opportunity, Cyber Monday alone saw web traffic to retail sites increase by 11.9 percent, with an approximate total of $6.59 billion in online sales last year (Adobe Analytics). This year’s holiday season is expected to only get bigger.
If you haven’t already, it’s time to start creating a list of ASINs to promote during this period of high traffic. Use our retail readiness checklist to ensure that your products are ready to be supported by paid campaigns. Once you’ve created a list of priority ASINs to support, it’s time to start preparing your campaigns.
First, don’t do anything!
Not all paid campaigns are alike. While you may be used to creating campaigns specific to holidays on other platforms, most Amazon search advertising campaigns don’t require new content, or even copy.
During the busy holiday season, shoppers may alter who they buy for, what they buy, and even how they buy, but what will remain constant is how they search for products.
Search queries will continue to be filled with product attributes and brand names, meaning that your products will continue to be relevant without overhauling your product title or descriptions.
The exceptions to this is if an ASIN you want to promote doesn’t already have an associated campaign. In that case, you’ll want to create a campaign and start running it ASAP to build some relevance.
That said, give your content a once-over.
Shoppers will be consuming an incredible amount of product information as they scramble to check items off of their lists, so make sure your Product Detail Pages are descriptive, while being easy to navigate. Take advantage of the bullets and images to creatively organize key details about your product.
Don’t forget to include:
Dimensions / size
The alternate hero images, with thumbnails to the left of the description, in particular, provide a highly visible location for information that can be conveyed visually.
Now let’s talk budgets.
Did you know that the average Amazon PPC campaign runs out of budget in the morning?
That leaves the rest of the day for your competitors to win not just the general product terms, but your branded terms. What’s even worse, without upward pressure, their CPC will decrease, making their budget stretch even further.
Increase your budget allocation for your Amazon PPC campaigns during this critical time of year to make sure that shoppers continue to see your products at the top of SERP.
Allocate budget against your campaign goals.
Rank the following goals in order of importance, and allocate your budget accordingly. Of course, you can choose to not work toward any number of the below, but doing so will risk your competitors taking over the top of SERP, leaving your products at the mercy of those who filter and look through multiple pages.
Win brand-agnostic shoppers through non-branded terms
Conquest competitors by bidding against their branded terms
Defend your branded terms against competitors
You’ll also want to take a look at this post to determine which ad placements are best suited to achieve your goal(s).
Consider dayparting, the budget hack.
Amazon’s UI only allows budgets to be manipulated at the daily level. For most people, this means picking a big daily budget and hoping for the best. Others will check mid-day and add to the budget if it looks like it’s about to run out (or has!).
Dayparting is the methodology of controlling how much ad spend is used during different points of the day - often by hour - by adding strategic amounts to the budget throughout the day. While the time investment is undeniably heavy, the ability to spend the most during hours of highest conversion could help you maximize results, even with tighter budgets.
Pro tip: We’ll be sharing a step-by-step guide to dayparting in the next couple weeks. Subscribe to our blog so you don’t miss it!
Schedule a post mortem.
While you’re scheduling meetings leading up to Black Friday and Cyber Monday, schedule a meeting to go over results too. The holidays can be busy – both personally and professionally – so make sure that you’re committing time now.
Heightened traffic means that it takes less time to get reliable results on campaign performance. Use the meeting to identify any places where you can adjust your spend to get even better results for the rest of the holiday season.
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