Michelle Urwin, Sr. Marketing Manager @ Kenshoo
Prime Day Webinar recap. Looking to get maximize the upcoming Prime Day?
2019 will be the fifth Amazon Prime Day which is already one of the biggest shopping days of the year outside of the end-of-the-year, holiday shopping season. Brands know that they need to really be ready to shine during this time.
Recently, we held the Get Primed for Prime Day webinar where Kenshoo’s Expert Services Senior Manager for Ecommerce Sean Marder shared ten tips for Amazon advertisers to make the gear up for the big day.
Watch the free webinar now
Read on to get more information on these ten Prime Day tips and to read Sean’s answers to questions asked by webinar attendees that we didn’t have time to address during the webinar.
Our client is heavily invested in hitting a particular ROAS goal and is hesitant to add budget if the ROAS will decrease. Any long term metrics we could focus on other than ROAS?
Definitely track your spend alongside total organic sales growth. By ASIN (Amazon Standard Identification Numbers) if possible. If you can map an increased spend on an ASIN to overall growth—not just advertising growth—the sky is the limit.
This actually takes quite a bit of upfront work and thought around operations, pricing, offers, and offsite marketing. With the native advertising tools (AMS), it’s all about coverage. Your strategy should be to own the top spots for key category terms for both Sponsored Brands & Sponsored Products. Not only will it help you to play defense against other brands, but you can also conquest your competitors—and even « conquest » your own products if you’re looking to cross-sell.
It’s an Amazon product!
I think it’s great! Combine that with day-of-week budget management and you’ll have a strategy that concentrates your spend at the most converting times.
Manual is definitely the way to go; it’s far more intentional, customizable, and performs significantly better because you have more levers. That being said, 5-10% of your budget can and should be allocated toward auto campaigns—one parent ASIN per campaign—to facilitate keyword discovery.
To start, I would include it in an existing campaign as that has the history behind it, and if you really want to prioritize it, pause the other ASINs in the existing campaign.
I would launch it at least a week before to make sure nothing goes wrong operationally and then use Prime Day to really get sales going.
I wouldn’t say there’s one be all end all way; it’s really what works for you and your brand. I would recommend you either start though with campaigns either broken out by keyword theme, or campaigns broken out by parent ASIN. This will limit overlap and maximize granularity & control and improve performance.
Absolutely! As mentioned at the end, Prime Day is a shopping day, not just a gift giving day. People are looking for deals and to stock up.
Start with 25% and adjust accordingly based on performance. If you have historical data to inform this decision from Prime Day last year or another seasonal event (Black Friday, Mother’s Dat, etc) use that as well.
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