Shape Your Holiday Strategy with Advertising Goals
The fourth quarter of the year (October, November, and December) is one of Amazon’s biggest shopping seasons of the year. During this time, Amazon experiences higher traffic to its site. As an Amazon Advertiser, you should take advantage of this increase in traffic and optimize your ad campaigns, so you aren’t missing out on potential sales.
Before adjusting your ad campaigns, it’s important to ask yourself what are your holiday goals?
1. Do you want to drive sales?
If driving sales is your priority, add keywords to your ad campaigns that are driving clicks AND converting into sales. With this goal, you will want to set a target ACoS (advertising cost of sales) that will help you reach your sales goals. Your ACoS is calculated by dividing your total ad spend by total sales from advertising.
2. Do you want create brand awareness?
If creating brand awareness is your priority, focus on impressions, or the number of times your ad is shown. Try adding more related keywords and set strong cost-per-click (CPC) bids to help you win more keywords and gain impressions.
If you’re a new Amazon Advertiser, the following are best practices recommended by Amazon to get started:
Combine both manual and automatic targeting to assist you with increasing sales and reaching more customers. Then choose the best performing keywords from your automatic campaign and add them to your manual campaign before the holiday season begins. You’ll want to set a competitive bid to win the placement.
Adding many keywords across your various campaigns can help you reach more potential customers.
Set your campaigns to run continuously with no end date. This can help you increase sales and new customers that may be shopping after the typical holiday season window.
Granitsa E-commerce Solutions has Amazon experts ready to help you manage your advertising campaigns this holiday season. Contact us and schedule a free consultation to get started!
Key Points for Social Media
Determine your goal for the holiday season:
Do you want to drive sales?
If driving sales is your priority, add keywords to your ad campaigns that are driving clicks AND converting into sales.
Do you want create brand awareness?
If creating brand awareness is your priority, focus on impressions, or the number of times your ad is shown.
