'Tis the season for giving: Pacvue’s tips on connecting with holiday shoppers
December 08, 2021 | By: Jareen Imam, Sr. Content and Editorial
The holiday season can be a busy time for customers as they research, shop, and purchase gifts for the ones they love. This can also be an important time for brands to help inform shoppers about products that might make for perfect gifts. Pacvue—an enterprise solutions provider that helps brands, sellers, and agencies manage their Amazon Ads campaigns—knows it’s important for brands to enter the holiday season with a strategy that helps them connect with customers hunting for the best gifts.
Pacvue’s Director of Training and Education Kyle Kirkwood sat down for an interview with Amazon Ads to share a few tips and best practices to help brands create connections with audiences that last beyond the holiday season.
Tell us about a time when you were able to help a brand engage with their customers throughout their holiday shopping journeys with Amazon Ads solutions.
A leading brand in the rug category had developed a new line of holiday products. The products had no reviews or sales history, so launching in the middle of Q4 was looking challenging. They leveraged Sponsored Brands and Sponsored Brands video to highlight their new product to Amazon customers shopping in the rug category. This brand used Pacvue to automatically optimize the campaigns and engage customers for the highest click-through rate and conversion rate. As a result of continuous optimizations, sales for the new product increased, so the brand shifted most of their ad budget towards those campaigns to help shoppers discover the new product.1
What’s a common obstacle brands face when it comes to connecting with their customers? How does Amazon Ads help them overcome that obstacle?
With so much noise around the holiday season, it takes multiple touchpoints and a full-funnel approach to stay present at every stage of customers’ journeys. Brands can consider leveraging the full suite of Amazon Ads products. For example, re-marketing is an often-overlooked tactic in a successful holiday marketing strategy, but it is a big help to connecting with audiences who may begin their research early but wait to purchase later. Amazon DSP and Sponsored Display are useful tools to engage these high-intent audiences.
Why is it helpful for advertisers to work with tool providers or leverage Amazon Ads API?
The lead up to the holidays is all about reaching relevant audiences. Brands need to simultaneously build awareness among new-to-brand customers who are beginning their holiday shopping research, while also connecting with customers who are ready to purchase. By using an advertising API, like Amazon Ads API, brands can build and automate impactful campaign strategies that engage customers. And when it comes to helping customers this holiday season who are deciding on what to buy, brands may want to consider using advertising solutions like Sponsored Display so it’s easier for shoppers to discover that perfect holiday gift for the ones they love.
1 Pacvue internal data, US, 2021