It’s already Black Friday season. On Amazon, in particular, we are in the middle of the “Lead–Up” phase. Already with eyes set on the specific week of Black Friday. For us, at Amazing, this is our 5th Black Friday! We are so happy to be able to continue helping our clients to achieve their goals and close a challenging.
Thanks to all our experience and expertise, we would like to share with you some very crucial tips. These focus on the advertising campaigns, which are essential for the sale. You are still in time to apply them to your Black Friday strategies.
We begin by briefly commenting on 4 key aspects that must be controlled above all:
- The Budget: This is usually a sensitive issue because we always have a smaller budget than we would like. Whenever an event of this dimension is addressed, the budget required is greater than the one we have for the “always on” period. Why? Well, because the CPCs increase, since all the competition is present and wants to take advantage of the increase in traffic and the great opportunity for conversion. Also, because the volume of query clicks also suffers a great increase (the user clicks on the ad to consult and be informed so, as a consequence, the Conversion Rate is reduced).
- The Bidding: We will talk more before this topic, that is very important, since a good practice of these will make us successful. We have already mentioned that the CPCs are increased so our bids must be increased in order to be competitive in the auctions of spaces. This occurs in all verticals that multiply approximately in an x2 but in some they can multiply up to an x4.
- The Advertised Catalog will be key: Most of our competitors will be on promotion, so we recommend sticking exclusively to promotional products. These will spearhead the rest of the catalog. Keep in mind that the consumer is looking for an offer then thanks to the promotional tags our ad will be more “noticeable” for the final consumer.
- The Strategy: Here we must keep in mind that we must defend our brand to the death; but let’s focus our effort on bidding for the main generic terms, as well as monitoring our direct competition; specifically appearing in their detail sheets thanks to having the Sponsored Display format.
Best practices for Sponsored Ads campaigns
Going into more detail in the advertising campaigns of Sponsored Ads, below, we detail keys and relevant actions to carry out in the creation and optimization of campaigns.
1. It is necessary and we could say even “mandatory” to identify the leaders of the category in which you are fighting “the battle”.
You have to be very clear about what makes your product unique and different from your competitors to support it in the right way. Once done, you will need to generate consideration in the user and at this point, being present in the catalog of your competition will be mandatory.
2. Activate consideration campaigns. It is true that we always take into account performance and more in moments of events, but the consideration campaigns will help you, and a lot, in your performance campaigns. We have summarized what possibly happens while you have them active and we leave you some keys to activate the best option when each casuistry happens:
- Those Sponsored Product campaigns that you have active with keyword targeting we recommend that you use brands of your competition and logically, category terms.
- Those that you also have active Sponsored Product but in product targeting, as the name suggests, focus it on the products of the competition (that if they have promotion and we are direct and competitive competitors will be the ones that must be pursued yes or yes).
- As for the Sponsored Brand format with keyword targeting, do the same as in the case of Sponsored Product: competitor brands and category terms and in product targeting for the products of the competition.
- And, finally, in the Sponsored Display format to product targeting, appear in the detail pages of our main competitors.
3. We do not want to fail to mention the importance of using all the formats available in Sponsored ads:
- Use Sponsored product to meet that product need as the performance format.
- Sponsored Brand to protect the brand. Here are 4 tips to keep in mind:
- Always use at least one ASIN in promotion to gain notoriety.
- Redirect the Brand store to the specific tab of the offer.
- Use the Sponsored Brand video format with the ASIN in promotion and bet on this format with the most relevant keywords.
- We will use the Sponsored Display format to defend our product detail pages and to retarget audiences.
4. And in terms of recommendation of Budget Split by format, it would be to invest 50% in Sponsored Product, 30% in Sponsored Brand and the remaining 20% in Sponsored Display. Here again, this distribution changes in terms of category and in terms of what objectives you have, but we could say that it is the standard.
5. Related to the strategy, 3 mandatory aspects to control and execute:
- Bet on the generic strategy: with this we go to that audience what they are looking for is to cover a product need but that is not faithful to a brand.
- Cover our brand correctly: we do not want the customer who loves us to go to another competitor.
- Use our promotional products to get traffic from our main competitors.
It is clear that making and executing the Sponsored Ads strategy is not an easy task and requires an important knowledge of the platform. At Amazing we have a specialized team focused on the creation, implementation, execution and implementation of campaigns to optimize the budget of our clients in the most appropriate way and focusing on their specific objectives. We invite you, without any commitment, to send us an email to hola@amazingagency.io and talk about your current situation on Amazon to analyze how we can help you.
