Useful Strategies for the Prime Big Deal Days Event

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The Prime Big Deal Days event is set to begin on October 12. It's a time when shoppers are primed for deals and discounts, and as a seller, you have a unique opportunity to boost your sales.

While offering discounts and vouchers is a key specifically for this event, there are several other tactics you can employ to ensure you make the most of this two-day shopping event.

In this week’s email, let’s dive into those strategies:

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But before diving into other strategies, let's emphasize the importance of discounts and vouchers. If you're planning to invest heavily in advertising during Big Deal Days, consider allocating a portion of that budget to discounts. This is because even though the event brings in a surge of traffic, conversions may not be as high without offers. This could lead to a higher Cost Per Click (CPC) and inflate your Advertising Cost of Sales (ACoS).

So, if your budget allows, investing in vouchers can have a strong impact. If not, there are other strategies to help you make the most of the event.

1. Maximizing the Top Performers

Identifying and focusing on your top-performing keywords or ad groups is a more reliable and safer approach, that is likely to provide the highest ROI. If you've noticed certain targets or ad groups consistently delivering exceptional results, consider pushing them to maximize the impressions share. By doing so, you can maximize the impact of your campaigns and capitalize on what's already proven to be successful.

2. Strategic Budget Allocation

It’s crucial to consider your key KPIs and distribute the budget accordingly. Prioritizing your top-performing campaigns by assigning a larger portion of your budget to them is key. This approach safeguards these successful campaigns from exhausting their budget, allowing you to continue reaping the rewards of their performance. Effective budget allocation ensures that you're making the most of your available resources.

Additionally, you can utilize budget rules to automatically increase the budget when KPIs are met. Particularly during significant events, your ads might require more budget than initially planned while maintaining high performance. With budget rules in place, these campaigns' budgets can be automatically adjusted to accommodate the increased demand.

3. Optimizing for Placements

It’s worthwhile to understand which placements convert the best and optimize for them. You may also consider leveraging the new rest of search bid optimization feature. By directing your budget toward placements that are most effective for your products, you can enhance your visibility and drive more conversions.

4. Setting Up Defensive Ad Strategies

To minimize the visibility of competitor products and bolster your own conversions, consider implementing defensive ad strategies. These strategies can help protect your brand presence and ensure that potential customers are more likely to choose your products over competitors' offerings. Additionally, cross-promoting your products within your ad campaigns can be a powerful tactic to increase your sales volume and expand your customer base.

5. Revisiting reports to identify Negative Targets

Wasted ad spend can significantly impact your advertising ROI. If your ads are serving keywords that are not relevant and low converting, the spend can be further amplified during the event with a surge in traffic. To mitigate this, it’s crucial to check for negative keywords. By excluding them, you can optimize your ad spend and ensure that your budget is allocated to the most promising opportunities.

6. Choose Broad Modifier over Broad Match

Transitioning from broad match to broad modifier can provide you with more control and precision in your targeting efforts. As you might have seen lately in the search terms, the broad match can show ads for completely different searches to the targeted one. Broad modifier match types enable you to capture more relevant traffic within the broad targeting. This refinement can lead to higher-quality traffic, improved conversion rates, and better overall campaign performance.

7. Using Refinements for Category Targeting

Category targeting can sometimes be too broad, potentially resulting in wasted ad spend. To address this issue, consider implementing refinements. For example, you can set a minimum price refinement to ensure that your ads are shown only for products that fall within a specific price range. This fine-tuning enhances the relevance of your ads to potential customers.

8. Re-evaluating Product Targeting

When employing product targeting, it’s important to carefully assess the competitive landscape. If price point plays an important role in conversion, you may want to check the offers these competitors’ products are running actively during the event. Targeting the products with bigger offers can actually be less converting than usual and may lead to unexpected results.

9. Planning Ahead for Ad Creatives

Submitting your ad creatives well in advance of the event is essential to ensure that your campaigns are ready to go when the event begins. Aim to submit your materials 2-3 days ahead of time to allow for moderation and any necessary adjustments. Additionally, you must review your draft campaigns to check for any rejections and promptly resubmit them for approval.

10. Remarketing and Brand Tailored Promotions

You may have already seen a drop in conversion during the last week leading up to the event. This is majorly due to shoppers delaying purchasing, hoping to get discounts. You can consider implementing remarketing campaigns, especially when you're running offers or discounts. Remarketing allows you to re-engage with potential customers who have shown interest in your products. Additionally, if you’re selling in the US market, you can leverage the "Brand tailored promotions" feature, which enables you to send targeted emails to customers with exclusive discount codes. This personalized approach can entice shoppers and boost your sales.

Other learnings:

1. Explore market insights through Category insights. The dashboard offers sub-category demand insights, aiding market research and understanding buyer preferences. [Read more].

2. View top 10 products for a keyword in Search Query Dashboard. You can now view the top 10 products for a keyword and see competitive product prices and detail pages within the SQP dashboard. [Read more].

3. Multi-country reporting is now available. The report covers all applicable countries in preferred currency and language, and is available for SP, SB, and SD Ad types. [Read more].

4. Adjust "REST OF SEARCH" bids using Bulksheets. The bulk files now support updating bids on the rest of search placements. [Read more].

Thanks,

Himanshu

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