The big traffic brought by the Q4 peak season couldn’t be more attractive. Have you been dreaming about preparing for this sales war these days? At this juncture, don’t tell me that you haven’t figured out something as big as advertising. It’s really impossible to capture traffic and sales peaks without it.
Strategy 1: Act in advance, expand your thinking, and expand your mind
Before the holiday season arrives, you need to plan a perfect strategy, set an easily measurable goal, and develop a progress tracking plan. When setting KPIs (key performance indicators), consider the end effect you are pursuing. For example, do you want to increase the number of impressions or improve conversion rates?
Acting in advance can find the most effective keywords in the third and fourth quarters and apply them to holiday advertising campaigns, which is also more conducive to finding the most suitable and seasonally relevant ASINs and carrying out themed advertising campaigns. Submitting advertising campaigns in advance can avoid delays caused by the approval process. After all, the approval process for newly submitted “Headline Search” advertising campaigns and “Amazon Brand Flagship Stores” can take up to three working days. Setting KPIs and easily measurable goals in advance can facilitate you to optimize advertising campaigns more effectively during the holiday season.
Strategy 2: Be prepared for retail
Festival traffic will bring more clicks and displays, and your Amazon product detail pages will receive more attention. Before the festival, strictly check the products you plan to promote to ensure that the detail pages of these products can run effectively.
Competitive detail pages should include: high-quality images, correct product names, a large number of reviews, and product ratings above 3.5 stars.
In addition, the advertising ASIN should have sufficient inventory and meet relevant conditions, such as meeting minimum financial requirements.
Strategy 3: Promotion Planning
Determine the range of discounts offered during the festival to ensure the smooth formulation of various festival plans. Of course, you can use Amazon’s various services to increase the visibility of these festival discounts. For example:
Deal of the Day: “Product Promotion” ads will automatically display the Deal of the Day badge in the search result display position.
Lightning Deals and Savings and Sales Deals: These services apply to promotions conducted through “Product Promotion” ads and will display special badges, promotional prices and expiration dates. “Product Promotion” ads will automatically display the Limited time deal badge in search results.
Strategy 4: Be more strategic with your auction campaigns
The best time to increase your bids is during the holiday season. By increasing your bids, you will have more chances of winning the bid. You can consider increasing your bids two weeks in advance before Black Friday and Cyber Monday and keeping your prices until the end of January, as the average cost per click (aCPC) for all ad units will increase during this period.
We also recommend that you start manual campaigns to have more control over your conversion rate and have the opportunity to use the “Bidding +” feature.
Increase your bids to more than 1.5 times the average price. You should do this if you want to run a special promotion (because special products usually have higher click-through rates).