This episode is a masterclass in Amazon PPC specifically for Prime Day, but the strategies discussed apply to any major sales event. Destaney Wishon breaks down how consumer behavior shifts around Prime Day, the critical importance of budgeting and bidding strategies, and how to optimize your ad spend for maximum visibility and conversion before, during, and after the event. Operators will learn how to balance profitability with sales maximization and leverage tools like Adtomic for competitive advantage.
Key takeaways
Increase your Amazon PPC budgets leading up to and during Prime Day, as higher traffic naturally leads to increased ad clicks and spend. Failing to increase budgets will result in missed opportunities.
Recognize that conversion rates will likely drop in the 1-2 weeks before Prime Day due to "window shopping" behavior; customers are browsing and adding to carts but waiting for the event to purchase. Maintain ad spend to capture these users later.
Define your primary goal for Prime Day (profit maximization vs. sales volume) to tailor your PPC strategy. If profit is paramount, consider lowering bids pre-Prime Day; if sales are key, maintain or increase aggressive bidding.
Leverage Adtomic's Day Parting Schedules to control CPCs and optimize conversion rates during peak traffic hours on Prime Day by strategically adjusting bids.
Understand the extended attribution window on Amazon. Clicks and ad spend before Prime Day can lead to conversions during or after the event, making sustained ad presence valuable despite initial lower conversion rates.
In this episode, let’s continue our series on helping you guys get ready for Amazon Prime Day 2024 with a special TACoS Tuesday episode with best practices for advertising, not just on Prime Day, but before it and after it.
Frequently asked about this episode
What does this episode say about amazon & marketplaces?
Increase your Amazon PPC budgets leading up to and during Prime Day, as higher traffic naturally leads to increased ad clicks and spend. Failing to increase budgets will result in missed opportunities.
What does this episode say about paid acquisition?
Recognize that conversion rates will likely drop in the 1-2 weeks before Prime Day due to "window shopping" behavior; customers are browsing and adding to carts but waiting for the event to purchase. Maintain ad spend to capture these users later.
What does this episode say about analytics & attribution?
Define your primary goal for Prime Day (profit maximization vs. sales volume) to tailor your PPC strategy. If profit is paramount, consider lowering bids pre-Prime Day; if sales are key, maintain or increase aggressive bidding.
What does this episode say about amazon & marketplaces?
Leverage Adtomic's Day Parting Schedules to control CPCs and optimize conversion rates during peak traffic hours on Prime Day by strategically adjusting bids.
What does this episode say about amazon & marketplaces?
Understand the extended attribution window on Amazon. Clicks and ad spend before Prime Day can lead to conversions during or after the event, making sustained ad presence valuable despite initial lower conversion rates.
