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Amazon Cyber Monday Series:
Scale Your Traffic, Sales & Rank

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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

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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

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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

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The Ultimate
Amazon Cyber Monday
Advertising Drill

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Today’s Speakers
Tanya Zadoorian
Marketplace Channel Analyst
Jeff Banks
Marketplace Channel Analyst

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● Poll Question
● Takeaways from Black Friday & Cyber Monday 2017
● Q4 Monthly Checklists
● Last-Minute Advertising Strategies
● Post-Holiday Considerations
● Q&A
Today’s Agenda

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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

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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

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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

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Last-Minute Drill Tactics:
Pre & Mid Cyber Week

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Pro-Tip: Holiday-specific ad copy in Sponsored Brands & Product Display Ads
November Agenda

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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

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Expert Tips To Succeed This Holiday Season

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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

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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

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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

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Supporting Deals with Search Ads
● How to support deals/promotions through search Advertising?
○ Sponsored Products
○ Sponsored Brands
○ Product Display

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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

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SMALL TEXT
STACK TEXT ROW 1
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Schedule Your 1-1
Amazon Advertising
Strategy Evaluation

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Questions for Today’s Speakers?
Tanya Zadoorian
Marketplace Channel Analyst
Jeff Banks
Marketplace Channel Analyst

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Amazon Cyber Monday Series:
Scale Your Traffic, Sales & Rank
Please hold for our next presentation starting at 11am PT / 2pm ET