Getting ready for peak season
Before the peak-season promotion in October 2021, the menswear seller segmented their offerings into core products and other items. For core products, the brand had a goal to increase their menswear product sales 2X to 3X during peak season.
iChannelSolution recommended that their client use sponsored ads (Sponsored Products, Sponsored Brands and Sponsored Display) to help drive awareness and increase traffic.
iChannelSolution also recommended that the menswear seller use Amazon audiences with Sponsored Display as a brand expansion strategy to engaged audiences with an interest in clothing. They then combined a product targeting strategy with a Sponsored Display campaign. Lastly, they used Sponsored Brands to place both their brand keywords and product category keywords with broad match, to help drive awareness in shopping results.
After formulating the advertising strategy, iChannelSolution also provided a table of daily ad optimization logic for the seller:
|Key issue||Ad product||Optimization object||Match type||Data tracking window||Trigger conditions||Automatic optimization|
|Sponsored Products||Targeting||Exact||>7 days||Clicks ≥ 30|
Orders = 0
|Sponsored Brands||Targeting||Exact||>14 days||Ad spend ≥ $60|
Orders = 0
|Sponsored Products||Search term||Broad/Phrase||>7 days||Clicks ≥ 5|
Impressions > 1000
|Add these keywords to new campaign.|
Set match type as close match.
|Sponsored Products||Daily budget||/||>7 days||Clicks > 20|
Conversions < 5%
ACOS > 80%
The range of metrics for different ad types may vary according to the attribution period of the ad product. For example, for Sponsored Products, iChannelSolution recommends that sellers refer to advertising insights from the last seven days; while for Sponsored Brands and Sponsored Display, they suggest that sellers refer to advertising insights from the last 14 days for diagnosis and optimization.