Michelle Urwin, VP Marketing
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 Skai’s Expert Services Senior Manager for Ecommerce Sean Marder shared ten tips for Amazon advertisers to make the gear up for the big day.
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.
The Prime Day webinar tips…watch the recording for more information
- Prime Day isn’t one day…it’s a season.
- Use Prime Day to grow your customer base
- Holistically align with Amazon
- Harness the impact of Amazon’s role in the customer journey
- Expect your non-promoted products to shine
- Know your Amazon Advertising options inside and out
- Promote with other channels
- Bring in the experts
- A dress rehearsal for the holiday season
- Leverage the technology
Skai’s Sean Marder answers ten attendee questions that we didn’t get to during the Prime Day 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.
What is the best way to launch a new product on Prime Day?
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.
What is Amazon Attribution? Is that Skai only or is that an Amazon product?
What do you recommend with regards to dayparting on advertising? Should we do it?
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.
Should we run our Amazon Advertising on manual or auto? What would be more beneficial?
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.
When launching a new ASIN, do you recommend to put it on a different campaign or put it in a campaign that is already live and whose ASINs are similar to the new ASIN? Assume differences are minimal, so all ASINs either have a promotion or none of them have promotions.
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.
Would you recommend launching new ASINs on Prime Day only or before and ramp up Prime Day in terms of an awareness piece?
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.
What is the best account structure you found out to manage and scale your operation? I was thinking of leveraging Amazon’s Browse Trees or my ASINs Category in order to split my campaigns & keywords. Do you recommend it?
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.
Do CPG/food brands see as large a lift in the Prime Day season? I can see this being especially important for electronics but am not sure for snack or candy items for example
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.
Also, are their recommendations for how much to increase your bids by?
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.
Are you ready for Prime Day?
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