Peak season: Five sponsored ads tips from a seller
During peak season 2019, Yiwu Xinrong Tech achieved 2x higher impressions and 3x more orders compared to the average for the rest of the year.
Yiwu Xinrong Tech has sold home decorations such as photo frames on Amazon.com since 2016. With products that are in high demand during the peak shopping season, Yiwu Xinrong Tech wanted to use sponsored ads effectively to leverage the seasonal opportunity for their business and help increase sales.
Yiwu Xinrong Tech utilized sponsored ads products and features, and came up with a list of top strategies that helped them find success during the peak shopping season.
Tip 1: Use dynamic bidding for Sponsored Products
For best-selling products, use ‘Dynamic bidding – up and down’ during the peak to help optimize for conversion and make the most of sales opportunities. To help keep advertising costs down, revert to ‘Dynamic bidding – down only’ once the peak shopping event is over.
The three bidding types have different use cases: ‘Dynamic bidding – up and down’ can bring more traffic fast; ‘Dynamic bidding – down only’ can help improve your ROAS (return on advertising spend); ‘Fixed bidding’ suits mature sellers best.
If you have stock you want to clear, adjust your bids by placements, and bid competitively for top of search to help increase awareness. Combine this with using product targeting for similar ASINs from other brands to help broaden your reach.
Tip 2: Ensure you have sufficient budget
Ensuring that you have sufficient budget is the most important thing during the peak season, as you never know when the traffic might spike.
From four weeks leading up to an event, adjust your bids every seven days to ensure you stay on top of shopping trends. Increase your budget progressively in the last two weeks. Yiwu Xinrong Tech set a budget of 2x the average daily budget over the previous three weeks for the four days before a peak event, and then 4x for four days during the shopping event.
Tip 3: Use product targeting strategically
Create Sponsored Products and Sponsored Brands campaigns using product targeting to showcase your products on product detail pages. For ASINs with a high conversion rate, target similar ASINs from other brands to help expand your reach. For your ASINs with a lower conversion rate, target your own ASINs to help you show up in multiple placements across the product detail page.
Tip 4: Leverage branded keywords
For peak events, create dedicated campaigns with keyword targeting focusing entirely on branded keywords. This can help increase conversion and ROAS for your brand, boost awareness during the high-traffic period, and support the growth of your brand.
Tip 5: Set up a differentiated ASIN strategy
Look at creating different campaigns with distinguished objectives for each ASIN type. With your best-selling ASINs, launch a Sponsored Brands campaign in advance of the sales event to help increase awareness, and combine this with Sponsored Display to help reach shoppers off and on Amazon. To help you clear stock of lower-selling ASINs, focus on maximizing the sales opportunity. Use your own ASINs in product targeting, and your branded keywords for keyword targeting.
– Mr. Fang, Yiwu Xinrong TechWe can achieve two to five times higher impressions and two to five times more orders during the peak shopping season. With increased traffic, the most important thing is to increase your sponsored ads campaign budget and ensure it does not run out during the shopping event.