80% consumers are likely to increase/maintain their spends this festive season
Choose Right ASINs
Create Focused Campaigns
Budget Management
Bid Management
Optimization Tips
Drona Tips & Tricks
Start Early - At least 3 week in advance & drive impressions share on top trending, high volume / CVR keywords
Work with brands on their goals/expectations from sale event & sign off ad budgets
SB / SBv campaigns with high CTR/CVR & CPC model makes it a value add
Create SD PAT & Remarketing campaigns targeting top competitor ASINs
Leverage longtail keywords to get impression share at low CPCs in multiple placements
Run Brand defense SD & SB campaigns targeting self ASINs & self brand names.
Create SP Keywords campaigns targeting high CVR keywords.
Include keywords related to “Diwali”, e.g. “ Diwali deals”, “Diwali offers” etc..
Use Diwali specific headlines in SB banners (Add top keywords in headline)
Diwali specific deal ASIN campaigns on SP & SB/SBv to drive brand awareness
>= 4 Star ASIN campaigns
New ASIN flywheel campaign for ASINs launched in L30 Days
SD Remarketing campaigns to go live on Diwali sale event day with a look back window of L7D to reach window shopping customers
SD PAT campaigns targeting top competitor ASINs
Brand defense SD & SB campaigns targeting self ASINs & self branded keywords
SP Manual Keywords campaign targeting high CVR keywords.
Diwali Keywords - Include keywords related to “Diwali”, e.g. “ Diwali deals”, “Diwali offers” etc..
1.8X higher consideration for deals promoted through Sponsored Brands (SB) & Sponsored Display vs deals which are not promoted
Use Drona GV based budget planner to close JBP with sellers & signoff ad budgets
Ensure budgets are set as per recommendations from Amazon for selected P0 campaigns
Review budgets at 9AM, 12 PM, 6 PM & 9 PM, to not miss on high intent traffic
Amazon sends system suggested budget recommendations at regular intervals for high ROAS campaigns to optimize budgets
Find these recommendations on AMR page in ad console (Click bell icon on top right corner to access AMR)
Review & apply budget recommendations; do changes to recommendations if any required
This feature reduces OOB risk & ensures higher visibility during peak hours
Avoid campaign optimization 2-3 days before & up to 3 days after the event, allow ad attribution to complete.
Ensure advertised deal ASINs are visible on TOS slots for trending keywords in multiple pin codes across the country (Drive Keyword depth)
Ensure for SB campaigns, top 3 ASINs visible on the banner are deal ASINs
SD Remarketing till end of sale event is a must, leverage Views Remarketing with 20% of total budget till end of Sale. (Diwali brings lot of new, curious not converted visitors to brand)
Do not drop budgets post wave 1 but only control bids, high budgets provide head start for month long Diwali sale events. (Upcoming waves)
Share performance & necessary updates/success stories with the brand, optimize campaigns as required after every wave.
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