Advertising Adjustments During Prime Day: Monitor Changes Hourly

During Prime Day, it's crucial to monitor your rankings, orders, and conversion rates in real-time, ideally on an hourly basis. This allows you to make necessary adjustments to your advertising strategy. For example, if Sponsored Products (SP) ads alone are not maintaining your keyword rankings, consider using Sponsored Brands Video (SBV) and Sponsored Display (SD) ASIN targeting to stabilize your primary keywords. If you’re participating in deals, analyze the current data and adjust your advertising based on the return on ad spend (ROAS).

Choosing the Right Ads Based on Category Traffic and Order Demand

The type of ads you should run during Prime Day depends on your category's traffic and order demand. Understanding the traffic patterns and the most important traffic sources for your category is key.

Different types of sellers have different focal points. For instance, sellers in the jewelry and clothing categories should avoid spending too much on high-competition keywords and instead focus on catch-up ads and mid-to-long-tail keywords. For sellers of standard products with highly concentrated internal traffic, it is crucial to break through with core high-volume keywords, prioritizing bid adjustments. For hot-selling product sellers, focusing on major keywords with a small budget for automatic targeting and long-tail keywords is recommended. Mid-tier and lower-tier sellers should not aim for high volume but rather focus on category high-traffic and low-traffic catch-up keywords and performance keywords for further advertising.

Pre-Prime Day SD Reach and Exclusive Ads During the Event

Since many shoppers browse but do not purchase before Prime Day, it's important to maintain a stable budget for high-volume keywords and avoid turning off ads haphazardly. Starting 1 month to 1 week before the event, run SD campaigns to remarket your ASINs and similar products to potential buyers, reaching a broader audience. Then, during Prime Day, use SP or SB ads to capture the traffic.

Additionally, with the updated Amazon Posts tool in the US, you can post vertical videos up to 60 seconds in a 9:16 format, with your product showcased at the bottom of the screen. Viewers who watch these videos are 3.6 times more likely to convert than those who don't. Leverage this tool for unboxing videos and usage scenarios to engage customers effectively. Stay tuned for more updates; we offer various popular models for video production with quick turnaround times.

Broad, Category, and Major Keywords in Waterfall Ads

During the promotion, you can run waterfall ads with broad, category, and major keywords, adjusting strategies to increase and decrease bids. Use lower bids to capture more traffic and set up different ad campaigns. Additionally, consider adding broad match keyword groups to reach diverse traffic terms.

Avoid Blind Bidding, Dynamically Adjust Budgets

Depending on the average order value (AOV), the conversion rate will have an upper limit. Refer to last year's Prime Day data for bids and conversion rates. Calculate using the formula Acos = CPC / CR / AOV. If increasing the bid doesn’t yield a favorable return, it’s not worth it.

Initially, set a controlled budget ($5-$10) and observe the first wave of traffic. If the budget depletes quickly, it indicates rising traffic, and you can gradually increase the budget (according to the CPA proportion). Monitor the spending rate of your budget. For instance, if a $20 keyword budget depletes in 10 minutes while another $20 budget keyword lasts 30 minutes, lower the bid on the first keyword to extend the budget duration without significantly affecting conversions.

Analyze Ad Data to Determine Optimization Directions

Consider the conversion path of your entire page and traffic flow. Identify where the issue lies—exposure, clicks, or conversions. If overall exposure during the promotion is similar to normal times, increase your ad spend, adjust bid strategies, and optimize keyword targeting. If click accumulation is slow, focus on improving your main image quality, promotional discounts, ad placements, and brand ad optimization. If the problem lies in conversion, investigate other influencing factors.