Here are a few of our top tips for advertisers to make the most of the increased traffic and drive further sales on Amazon this Black Friday weekend.
Increase budgets ‒ with increased traffic on Amazon your campaigns are going to require more budget with the increase in clicks from the larger amount of traffic. It's a good idea to start increasing a day or two before Black Friday with a 1.5x increase, and then a further increase for Black Friday and Cyber Monday days by doubling budgets.
Use budget rules if you manage campaigns on Amazon to schedule an increase on budgets. If you use a software like Perpetua, you can also schedule specific budget increases for specific dates along with bid increases.
Keep an eye on campaign status throughout the day on Black Friday and Cyber Monday to identify any campaigns that have run out of budget and increase their budgets to keep them active for longer if possible.
Increase bids ‒ with other advertisers likely increasing their bids to get to the top of search placements, the overall cost per click will increase. This means you will need to increase your bids to remain competitive for premium ad placements on Amazon. Increase bids up to 30% of their current bid to ensure they remain competitive for BFCM then reduce them back to normal after Cyber Monday.
Set up Black Friday/Cyber Monday specific campaigns if necessary ‒ if you are running promotions on certain ASINs for BFCM that you don’t usually advertise and you want to increase the visibility and effectiveness of the promotions on these ASINs, then you should set them up in new campaigns specifically for BFCM. You can pause them afterwards, or alternatively if they generated good results, you could keep them active to see if they maintain these results.
