Indian consumers remain optimistic around their festive spends

80% consumers are likely to increase/maintain their spends this festive season

Key Product Features

Sponsored
Product
Maximum
Placements
High Conversion
Rate
Sponsored
Brand
Premium Search
Placement
High
CTR
Sponsored Brand
– Video
Search/Detail Page
Placements
Very High CTR
(3- 4X of SP Ads)
Sponsored Brand
Display
Home Page/Detail
Page Placements,
Only Ad Product with Behavioral Targeting, Remarketing

Key Readiness Actions for GIF 2022

Choose Right ASINs

Create Focused Campaigns

Budget Management

Bid Management

Optimization Tips

Drona Tips & Tricks

Diwali 2022 Sale Event Goals



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)

Campaign Creation

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

Budget Management

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

Did you know Amazon sends auto budget recommendations for high ROAS campaigns going out of budget?

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

Optimization Tips

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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