Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Ultimate Amazon Cyber Monday Advertising Drill

709 views

Published on

Amazon Cyber Monday Series: Scale Your Traffic, Sales & Rank
Last-minute tactics to prep you for Cyber Week along with expert tips to best manage your campaigns during the Week. We will breakdown what bids to expect, how to best strategize and adapt your campaigns. Learn how to hit your ROI goal by maximizing your ad spend and driving conversions.

Published in: Retail
  • Be the first to comment

The Ultimate Amazon Cyber Monday Advertising Drill

  1. 1. Amazon Cyber Monday Series: Scale Your Traffic, Sales & Rank
  2. 2. XSELLCO PRESENTS: TURNING TRAFFIC INTO $$$ CPC STRATEGY PRESENTS: THE ULTIMATE AMAZON CYBER MONDAY ADVERTISING DRILL SKUBANA PRESENTS: SPYING ON YOUR AMAZON COMPETITION Amazon Cyber Monday Series: Scale Your Traffic, Sales & Rank 9 - 9:45 am PT 10 - 10:45 am PT 9 - 9:45 am PT Friday, November 16th Monday, November 19th
  3. 3. Today’s Logistics ● Session Recording & Slides Will Be Sent Out ● Submit Questions to Our Panelists ● Resources Available as Handouts ● Join in the Poll Question! Analicia Santaella Webinar Coordinator
  4. 4. Overview Founded in 2007 Google Premier Partner 400+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  5. 5. The Ultimate Amazon Cyber Monday Advertising Drill
  6. 6. Today’s Speakers Tanya Zadoorian Marketplace Channel Analyst Jeff Banks Marketplace Channel Analyst
  7. 7. ● Poll Question ● Takeaways from Black Friday & Cyber Monday 2017 ● Q4 Monthly Checklists ● Last-Minute Advertising Strategies ● Post-Holiday Considerations ● Q&A Today’s Agenda
  8. 8. Lessons Learned from Last Year’s Amazon Black Friday & Cyber Monday Amazon accounted for 7.14 million of 13 million transactions on Black Friday, and 5.64 million of the 12.5 million orders placed on Thanksgiving
  9. 9. Amazon Black Friday & Cyber Monday 2017 Cyber Monday, November 26th ● Single day peak for search volume & sales ● Along with Black Friday, highest average CPC ○ Decline afterwards December 17th (± 3 days) ● 7 day peak for average conversions ○ Lower cost ○ Higher sales ○ Higher conversions
  10. 10. Takeaways from Last Year’s Black Friday & Cyber Monday 1. Premature Sales Panic ● Leading up to Black Friday, sales drop and CVR down ● Most people are doing research and start to actually buy on Thanksgiving 2. Sophisticated advertisers rise to the top ● EBC and A+ helps boost CVR ● Granular advertising strategy is optimal 3. Ad placement is growing on Amazon ● More ad placements = more visibility 4. Sellers who refuse to discount suffer ● Avoid missed opportunity - offer deals 5. Inventory issues detrimental to sales ● Sellers hurt by inventory stockouts ● Ensure your inventory preparation 6. Staying aggressive in Q1 ● Gathering reviews, sales velocity, keyword ranking → momentum for 2019 ● Q1 has opportunity for revenue due to returns, gift cards, cash in hand
  11. 11. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Last-Minute Drill Tactics: Pre & Mid Cyber Week
  12. 12. Pro-Tip: Holiday-specific ad copy in Sponsored Brands & Product Display Ads November Agenda
  13. 13. December Agenda ● December 10th ● December 22nd ○ Last day for Amazon shoppers to order for delivery by Christmas ○ Set your holiday copy to end this week ● The Week of Christmas ○ Tends to be a large dip in Amazon traffic the week of Christmas ○ Decrease bids & daily budget in this time
  14. 14. Copyright 2017 - Q4 Amazon Virtual Summit Single Screenshot Template Bulleted Content Use this slide for bulleted topics ● In odio dolor proin montes ad ac. Parturient nisl sit purus egestas ● ut condimentum ut voluptate sodales. Est erat et amet nec purus ● Sodales magna amet orci posuere, lectus id, fermentum sed bibendum vitae est tristique odio, erat aptent justo. Expert Tips To Succeed This Holiday Season
  15. 15. Staying Ahead of Your Competitors ● How can sellers stay competitive, especially in high traffic categories like Beauty or Toys? ○ Implement Rich & Relevant Content ○ Leverage your historical campaigns the best that you can ■ Why? Relevancy ○ With newer campaigns, launch ASAP so you can start ramping up ○ Be defensive: set aside enough budget to protect your branded space
  16. 16. Review Bids & Ad Spend ● What advice can you offer on budget allocation & promotions? ○ Review high traffic periods like Prime Day 2018 and Q4 2017 ○ Ideal to maintain a budget that covers the entire day ■ If not, invest in end of day as traffic is cheaper ○ Segment budget based on specific time periods ■ Ex: before and during the holidays
  17. 17. Non-Branded Campaigns ● What are some strategies for more “non-branded” success? ○ Focus on core keywords and try to own top of SERP ○ Focus on longtail keywords, they might have a lower CPC ■ “Organic protein” vs. “protein” ○ Leverage Broad & Phrase match types to discover and capture longtail keywords
  18. 18. Supporting Deals with Search Ads ● How to support deals/promotions through search Advertising? ○ Sponsored Products ○ Sponsored Brands ○ Product Display
  19. 19. Post-Holiday Considerations ● Beginning of January can means slower sales ○ Leverage data from this Q1 2018 to adjust bids ● Take advantage of the holiday cash flow ○ Amazon gift cards ○ Money gifted during the holidays ○ Exchanges and returns ● Take advantage of “New Year New Me” mentality & make aggressive bids ○ Verticals such as Health & Fitness category ● Create DSP and Retargeting Campaigns ○ Capture those who viewed your products during holiday but didn’t purchase 2019
  20. 20. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Schedule Your 1-1 Amazon Advertising Strategy Evaluation
  21. 21. Questions for Today’s Speakers? Tanya Zadoorian Marketplace Channel Analyst Jeff Banks Marketplace Channel Analyst
  22. 22. Amazon Cyber Monday Series: Scale Your Traffic, Sales & Rank Please hold for our next presentation starting at 11am PT / 2pm ET

×