Amazon started their holiday deals on November 1. Make the most of your holiday sales season NOW with these tips for holiday advertising on Amazon:
Stay On Top of It
What follows is very good information that will optimize your spend on holiday advertising on Amazon. As you read through it, keep in mind that you should assess the performance of your ad campaigns on a daily basis and make adjustments as you go.
Stretch the Season
Disregard the traditional shopping markers like Black Friday and Cyber Monday when planning your holiday advertising on Amazon. Start early, go long and make sure you are stocked throughout. Think of it as one big, long event (October through January, for example).
A couple of tips:
- Set up a start date and end date (the sooner your start date, the better). You can set those campaign dates from your Seller Central account.
- Give some thought to what you want to accomplish within those dates (KPI’s? Sales goals? Margin goals?).
Best Foot Forward on Listings
Make sure your listings shine. Lots more people view them this time of year. Investing in high bids for your ads won’t result in conversions if your listings are crappy. Make sure your listing titles, bullets and descriptions convey what it is like to own your product. Emphasize benefits, then features. As you consider holiday advertising on Amazon, we recommend pointing the ads toward those items that display the best reviews.
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Optimize Your Ad Bids
Make sure they’re competitive. Of course, Amazon wants you to spend more, but now really is the time to go for it. Keep your bids on the high side throughout your chosen date range for holiday advertising on Amazon.
A few tips:
- You can better control conversions by launching Sponsored Products campaigns that are manually targeted. Doing this will also give you access to Bid+. Amazon offers the Bid+ feature to enable you to optimize your bids.
- Look at your data and reports when considering using Bid+ to determine whether you think it might get you to the Top of Search results can lead to more conversions.
- To be economical, monitor your data regularly and zero in the keyword bids that resulting in conversions.
- Remember that, as the day goes on, fewer sellers bid on ads. If economy is critical, try this and monitor your results to see if it results in better ROI.
Take Note of Periphery Sales
If you run an ad, and a customer clicks on it but buys a different product of yours than the one you advertised, that’s something you should track, too. “Other ASINs” is a report that provides details on other ASINs that were purchased after a customer clicked on your Sponsored Products ad. These are periphery sales. Consider adding these periphery products to your holiday advertising on Amazon campaigns. Get the data from this report to identify the other ASINs sold, and review which ads (advertised ASINs) and keywords helped get you that sale.
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Experiment and Test Your Holiday Advertising on Amazon
If you are currently using Sponsored Products advertising and are enrolled in the Amazon Brand Registry, you can make the most of your Headline Search Ads by experimenting and monitoring to see what combinations of elements are working for you in regard to holiday advertising on Amazon. Do some testing on the different aspects of the ad (ideally in Q3, although there is still some time to do this in early Q4) such as headlines, images, ASINs and landing pages. In all cases, try to take note of what it looked like beforehand so that you can get the best impression of the before/after results.
Copy Matters in Headline Search Ads
Take the same careful approach to this as you do with your listings. Be compelling, clear and accurate. Don’t try to bend the rules because you may find your ad rejected, and timing is crucial to holiday advertising on Amazon.
Hone Your Keyword Focus
Over the holiday selling season, start with broad match keywords and monitor your campaigns. As the selling season goes on, hone your campaigns by noting which keywords are performing best and shift, over time, along the continuum from broad > phrase match > exact match.
Budget Your Ad Spend Over the Course of the Season
Make a budget for holiday advertising on Amazon and keep an eye on it. Know what you intend to spend each day. Competitive bidding can become feverish. When you sense demand is rising, consider an approximate doubling of your budget for holiday advertising on Amazon, to accommodate. See information under the header “Optimize Your Ad Bids”, above for some tips on economizing your ad spend.
Be sure to contact Awesome Dynamic® with any questions concerning your holiday advertising on Amazon.