Amazon Prime Day 2024 - top tips
Prime Big Deals Day is fast approaching - next week! Amazon’s 2023 PBDD event was a major success and saw an average of 15% increase in total sales YoY, making it Amazon's most successful fall sales event to date. At @Zeal, these are some of our top tips we are employing across our brands to make the most out of the peak event:
🛠️Prepare - Ensure your PDPs are fully optimised, your content is clear and high quality, and you are in the best shape to encourage conversion when shoppers arrive at your page. Having a PBDD focused brand store can also showcase your deals in a more impactful way. You can schedule the start and end date for these, so it is only live during the peak. Regardless, a strong brand store will support presenting your brand in a quality manner, and can help drive NTB conversions.
🕰Start Early - Begin building SOV and organic rank early on your highest volume terms to be ahead of the curve. Bidding aggressively on these terms pre-peak will aid in supporting a solid foothold when the consumer volume arrives. You can identify these using Amazon’s SQP report for high-performing terms from PDBB 2023, and the last few months. Matching these terms with your own best performing keywords and isolating them into focused campaigns is a good tactic for building SOV and efficient targeting in managing focussed bids and budgets. As consumers begin to research in the lead up to the peak event, you should also consider going after general unbranded and category keywords to cast a wider net and showcase your products to NTB consumers. This will support driving consideration for the peak event itself.
👐🏻Take up Space - Activate all ad units (Sponsored Products, Brands and Display) on high volume terms to increase SOV and visibility. Consider cross-sell and competitor targeting tactics such as targeting competitor PDPs to further support your impact. Targeting competitors that are advertising on TOS placements or have high organic rank and their PDPs will support increasing your SOV, as these listings appear high on search results pages. These products have high CTR due to these placements and you can take advantage of more visibility on their PDPs through competitor targeting.
🌒Don’t go Dark - Don’t go dark early! Typically, brands see the most volume and conversions on Day 1 of peak events, most notably in the early hours of the morning and early evening. During PBDD, CPCs will increase and winning the best placements on top terms will become more expensive. Review your campaigns throughout the day to stretch your budget. If you have limited budgets, spread them out to best reflect when the volume will be. Using tactics like dayparting or live-reducing bids on ill performing terms to save budget can support this, and keep an eye on how your budgets are diminishing throughout the day to ensure you don’t go dark before the day ends.
At ZEAL, we’ve managed millions in ad spend across Amazon, Google, and Meta, consistently delivering exceptional results. Want to see how we can do the same for your brand? Learn more about our services here.
