Wish list season: Quartile on how brands can stay top of mind with holiday shoppers

November 22, 2021 | By Jareen Imam, Sr. Content and Editorial Manager

As the biggest shopping event of the year approaches, brands looking to engage with audiences during Black Friday and Cyber Monday (BFCM) are already implementing holiday marketing strategies. However, there are still some opportunities for brands to improve their holiday marketing campaigns to better connect with audiences. The team at Quartile, a proprietary technology tool that uses artificial intelligence and machine learning to optimize advertising for improved performance and growth across Amazon, knows it’s important for brands to make meaningful connections with customers this holiday season.

Quartile’s Chief Revenue Officer Canaan Schladale-Zink sat down with Amazon Ads to share some strategies that can help brands reach new audiences this holiday season and inspire them to find the perfect gift.

Tell us about a time you were able to guide a brand to help customers by using Amazon Ads solutions. What were the results?

We helped a large sportswear brand optimize their Amazon PPC (pay-per-click) spend and drive new customers using Amazon DSP ads for off Amazon advertising, resulting in a 50% increase in sales and 25% reduction in advertising cost of sales (ACOS) in two months.1 We were able to automate this brand’s PPC campaigns and we used machine learning to help drive additional sales across browsing and Amazon DSP.

What’s the biggest challenge brands face when it comes to helping customers plan their holiday shopping and how can Amazon Ads help brands overcome that challenge?

This holiday season presents new challenges to both brands and consumers. Worldwide logistics and supply chain challenges have caused some customers to begin shopping earlier. Brands need to invest their holiday ad spend over a longer time period and larger media environment in addition to solving for these logistics challenges. Reaching these audiences early through Amazon DSP, utilizing Amazon Attribution to understand where customers are coming from, and taking advantage of the Brand Referral Bonus program can help advertisers engage with shoppers.

What should be at the top of an agency or brand’s holiday wish list?

Cross-channel attribution, insight-based hourly optimization, and margin-based marketing. Here’s why:

1. Activating Amazon Attribution enables brands to plan and budget across media channels to help maximize sales and growth in Amazon’s store. This is a must-have going into 2022.

2. The ability to optimize bidding strategies based on hourly conversions, so brands can invest and scale during peak buying hours and save on spend during lower-converting periods throughout the day.

3. Optimizing ad spend towards a margin target at the brand or ASIN level to help drive consideration along with scale. This is a critical feature for sellers, particularly in the current supply climate.

Want to learn more about holiday marketing strategies? Explore Amazon Ads holiday marketing articles.

1 Quartile internal data, US, 2020-2021