Product
Display ads: Reach audiences across channels and devices
By: Chen Ma, Head of Advertising Experimentation
In this study, Amazon Ads researchers conduct an A/B test to evaluate whether activating a lead-up campaign ahead of a tentpole event (Black Friday and Cyber Monday) can help drive greater consideration and conversion during the events.
A German beauty brand advertising on Amazon in 2021 wanted to know how they can improve their ad campaign performance during the Black Friday and Cyber Monday (BFCM) event. Specifically, they wanted to know how they can improve their detail page views, purchase rate, and new-to-brand purchase rate.
To realize the results, we ran an A/B test between two strategies during BFCM to determine which performs better:
To test the effect of advertising in the lead-up to BFCM versus advertising during the event alone, we compared the difference in detail page views, purchase rate, and new-to-brand purchase rate on a single product Amazon Standard Identification Number (ASIN).
Note: These performance metrics are based on a single advertiser at one point in time, and results may vary due to contextual and seasonality differences.
We found that activating a lead-up Amazon Ads campaign ahead of BFCM drives greater consideration and conversion during the event period.
The Test campaign outperformed the Control campaign in all three metrics.
Detail page view rate
Purchase rate
New-to-Brand purchase rate
Source: Amazon internal data 2021