Run Continuous Campaigns
Running campaigns on an ongoing basis will solidify your momentum during the holiday season and offer valuable insights to enhance advertising initiatives on the fly. An always-on approach is especially beneficial this year since holiday sales began early. You can create continuous Sponsored campaigns by selecting the “no end date” option.
In a Sponsored Products keywords report, determine keywords that generate the best results and increase bids on the selected keywords.
If you are running a campaign to grow brand awareness, review new-to-brand metrics for Sponsored Brands, identify campaigns that are helping engage new customers, and double down on those.
If you are using Sponsored Display to drive sales, measure the number of ad clicks that convert into a purchase, and increase your budget on the appropriate campaigns.
Initiate a Targeting Strategy
Initiating a targeting strategy will help you reach more of your customers. It is also important to properly structure the targeting within your campaigns to produce the best results. A good structure can be achieved by testing keywords and products, which will help determine the best-performing combinations.
You must also select an effective ad solution for your campaign. Best practices include testing all Amazon Advertising options and determining the solution that works best with your particular campaign and objective.
If your brand is in the electronics business and your goal is to expand product reach and gain new customers, you should test all ad solutions to find the best fit for your targeted approach.
You can start by implementing high-traffic category queries with manual keyword targeting on Sponsored Products and Sponsored Brands. You can also utilize Sponsored Brands to target non-branded keywords with branded creatives.
Finally, you can use Sponsored Display views targeting to re-engage audiences. Testing each ad solution will provide the insight necessary to make the best choice for your campaign.
Set Strategic Bids
Strategically placing bids will help you win more impressions. It is especially critical to set your bids to the maximum amount possible on highly competitive peak days, such as Black Friday and Cyber Monday. You will only pay whenever a customer clicks on your ad, and you have the ability to decrease your bid at any point. You can also set your bid on a group level to achieve greater control over your spending.
Sponsored Products offer a dynamic bidding feature. If you decide to utilize this feature, Amazon will adjust your bid in real-time when it is more or less probable that your ad will convert to a sale.
With Sponsored Brands, you can apply the suggested bid or select automated bidding. You can also use custom bid adjustments, which allow you to increase or decrease your bid by a fixed percentage.
Sponsored Display offers two options for dynamic bids; to lower your bids in real-time when you are less likely to make a sale or raise and lower your bids depending on the probability of a sale.
Utilize Bulk Operations
Utilizing bulk operations will help you save time by streamlining your advertising efforts. Bulk operations can assist in scaling your advertising campaigns by enabling you to create, edit, and optimize multiple campaigns simultaneously. This feature will make it more manageable to keep up with your advertising initiatives during the multiple shopping events this holiday season.
To begin using bulk operations on Amazon, you must go to Amazon Advertising, select bulk operations, and download the bulk operations template. You can apply changes across multiple campaigns through the bulk template instead of needing to make individual edits in the campaign manager.
The template offers instructions, definitions, and template examples per ad solution to demonstrate how to create campaigns and apply changes to existing campaigns.