Amazon PPC advertising is one of the most effective ways to promote your business. However, you might feel a little overwhelmed when Amazon Prime Day is on the horizon. This article will provide you with an Amazon Prime Day advertising checklist to help you prepare for the big day.
Amazon Prime Day was first introduced in 2015 and has grown year on year. It is a day of deals for members of the Amazon Prime service. During the event, Amazon offers deals and discounts on their products which customers can access from the Amazon website.
Prime Day is a one-day, 36 hour shopping event held annually during Q2. However, in 2022, the event occurred on July 12th and 13th. This was the first Prime Day event which lasted for 48 hours.
Amazon Prime Day is a great opportunity for retailers to get their products in front of shoppers. However, there are many different strategies to consider when advertising on Amazon.
When Prime Day is close, the Amazon PPC advertising checklist is important to help you plan for the event.
First, it is very important that your Amazon PPC account is set up and ready to go before Prime Day arrives. If you have not yet done so, you may leave lots of money on the table.
Here are some of the most important things to keep in mind when advertising on Amazon Prime Day:
1. Create a Marketing Strategy for Prime Day
To fully benefit from the Prime Day event, it is important to have a strategy in place. Prime Day is a great opportunity to introduce your brand to an enormous number of customers. If brand awareness is the goal, you should focus more on your Sponsored Brand ads and category targeting. If the focus is to increase advertising sales, you can target good-performing keywords, increase bids for the existing ones, or even launch a new campaign just for the event dedicated to those keywords. Let’s deep dive into the topic.
2. Increase the Ads Performance
a. Review Historical Data
You want to identify relevant keywords or audiences already proven to perform well for your brand and products. Dedicate some time to go through the historical performance of your ads. Based on your findings, add new targets to your existing campaigns.
b. Adjust Advertising Budget and Bids
Many independent contractors and small businesses are operating on tight budgets. When advertising on Prime Day, many businesses are at a disadvantage when competing with larger brands. If your campaign budgets are running out early during the event, you miss out on sales and exposure. Make sure to adjust the budgets of the historically good-performing ads. Keep in mind that due to the traffic increase during the event, most ads will be spending more than usual.
Also, you should increase bids for your important keywords/ASINs. These could be any that you want to get a good amount of top of search impression share. Based on experience, we can tell that CPC increases during Prime Day. If the bids aren’t adjusted, you might not get as many placements as you are shooting for.
3. Make Sure to Benefit from All Available Ad Types
a. Sponsored Products
Sponsored Products help you get your products in front of customers who are ready to buy.
Before the event, create and select strong products for your campaigns, add your top keywords for targeting and review your campaign for recommendations.
During the event, make sure to review your bids and budgets. Also, understand your top and least-selling items and track your inventory levels.
Prime Day allows us to gather data and better understand our brand/product performance. After the event, use your findings to grow your brand by analyzing how users search for your products and incorporate those into your listings via Title, Bullet Points, Description, A+ content, or Backend Search Terms.
Wait for at least 48 hours to measure ROAS.
i. Create a campaign with keywords related to the Prime Day event. (Creating ads that are specific to the Prime Day audience)
Ads are the fastest, most efficient way to reach your target audience. You might wonder how to make ads specific to your target audience during Prime Day.
Perform keyword research before Prime Day and develop a list of Prime Day-related keywords. Use your best judgment to decide which of those keywords might perform well for your products and create a new campaign with those keywords.
Please keep in mind that there is a good chance these keywords will be competitive, expensive, and will bring a lot of exposure. Even though this strategy might be worth testing, you should be careful with your ad spend and return. Keep an eye on your campaign during the event to prevent overspending.
ii. Make sure you have a product targeting campaign in place
We want to steal sales and traffic from our direct competitors and category best sellers during the event. It is also important to target our own ASINs. If you do not have such a campaign, perform research using Prime Day keywords in your niche. This time you should be looking for ASINs.
Come up with a list of ASINs from which we can drive quality traffic. Identify which ASINs are ranked for good Prime Day keywords. Also, gather a list of the best-selling ASINs in your specific category. You should launch a new campaign to place your ads under these ASINs’ product detail pages. This campaign will definitely drive lots of quality traffic into your listings.
b. Sponsored Brand Ads
Sponsored Brand ads help you tell a unique brand story and get your products in front of millions of online shoppers during Prime Day.
Before the event, define your goals for your brand, choose your Sponsored Brands ad formats, and set your targeting and bidding strategy. We recommend adding a minimum of 25 keywords with different match types. Adding exact and phrase match types is a must for Sponsored Brand ads.
During the event, monitor your campaign performance, especially the campaign budget.
After the event, continue your advertising efforts to build brand loyalty and explore different ad format options.
i. Make sure your Sponsored Brand ads are ready to rock
You should use high-quality images and text to entice viewers to click your ad. If you are running deals, be careful how you convey that to your customers. Amazon Advertising has resources where you can learn more about the topic. And finally, make sure to include callouts in your ads to increase brand awareness by making them more memorable to viewers.
c. Sponsored Display
Sponsored Display ads can help you reach the right audience for your business before, during, and after Prime Day using retail-centric display advertising.
Before the event, make sure to plan your budget and bids. It is also important to prepare a custom headline that would catch the customers’ interest.
During the event, check your campaign budget and advertising metrics regularly. If your campaign is not getting enough impressions, taking action to increase bids can resolve the problem.
i. Cross-sell with product targeting
Complementing campaigns with Sponsored Display helps build brand loyalty. Target your detail pages to help co-sell products.
After the event, continue engaging audiences who viewed your product during Prime Day but didn’t make a purchase. Also, use downloadable reports to understand what worked or didn’t work for your brand to further optimize your campaigns.
Finally, as a rule of thumb, you should be launching any type of ad at least a week before the Prime Day event to give it enough time to start operating properly.
To sum up, the Amazon Prime Day event is an amazing opportunity for brands to increase their brand awareness as well as advertising sales. With our team of Amazon PPC experts, we can help you with your advertising needs. Make sure to drop us a message today.
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