To get started, let’s have a recap of the different Amazon ad types:
Sponsored Product: Promote your products to shoppers actively searching for similar products via keywords or viewing similar listings.
Sponsored Brand: A customizable ad type that allows brands to tell their story and generate brand awareness.
Sponsored Display: These ads use automatically generated ad creatives and can be targeted to audiences on and off Amazon, which are created based on relevant Amazon shopping interests.
So, to be sure your ad campaigns are going to help you smash your goals when Prime day hits, there are some key steps you can take before, during and after the big day.
Things to do between now and July 12:
- Set a spend forecast: estimating how much you will spend on ads during Prime Day will help monitor the ad spend and make sure you’re on track.
- Set up specific campaigns: make sure the products with promotions and/or high-potential ASINs are being advertised and are getting traction in the days leading up to Prime Day. Additionally, make sure you have a strong defensive strategy, targeting branded keywords and ASINs in order to defend your ad placements against competitors during Prime Day
During the two-day period:
- Monitor budgets: As we all know, the number of potential customers increases significantly during Prime Day making the number of clicks and impressions increase as well. We recommend monitoring budgets at campaign level every 2-3 hours and increasing them when campaigns are close to run out of budget if they perform under target TACoS (TACoS: Total advertising cost of sales: Shows a more accurate impact of ad spend on overall revenue, to see profitability as a whole, not only PPC profitability in isolation. TACoS: ad spend/overall revenue)
After the two-day period:
Reduce budgets back as pre-Prime Day to not generate wasted spend and make sure your brand keeps performing at profitable ACoS & TACoS.