Amazon announced today, the dates for Amazon Prime Day 2021. The highly anticipated day will run: June 21-22, 2021, and there is a good reason for the excitement – Prime Day has made online shopping fun. There is something exciting about finding that special, exclusive Prime Day deal, and consumers now view Prime Day as more than just online sales, but rather an event to look forward to.
With all the Prime Day excitement, sellers should prioritize getting in on this action. A seller that chooses not to take part in Prime Day will likely miss out on a lot of conversions and profit. In fact, on Amazon Prime Day in 2020, third-party sellers took in over $3.5 billion dollars in sales! That was a 60% increase in sales from Prime Day in 2019. If that trend continues, as it likely will, that dollar amount will be much larger this year.
It is important to note, however, that for third-party sellers on Amazon, cashing in on Prime Day doesn’t just passively happen. You must strategically plan for it, and optimizing your Amazon PPC Campaigns is one of the number one ways to do just that. Here are some tips to help you prepare.
Optimize Your Amazon PPC Campaigns
Optimizing your Pay Per Click (PPC) Campaigns is vitally important for your business in the days leading up to the Prime Day event. This is because, around this time, everything becomes amplified on Amazon. There is more traffic. More money is invested in Amazon Ads. Competitors are paying closer attention to every phrase that leads to conversion.
The important thing to remember about PPC Campaigns is that if your business is not using them correctly, you are missing out on sales. Here are specific ways to optimize your campaigns:
Create Manual Campaigns That Drive Maximum Return On Investment (ROI)
There are generally thought to be three types of manual campaigns: Broad Keyword Campaigns, Phrase Keyword Campaigns, and Exact Keyword Campaign. The number one mistake many businesses new to setting up manual PPC campaigns make is that they don’t understand the difference between each and how they can be used to pinpoint exact keywords to rank you high on Amazon’s Results page.
Broad campaigns and phrase campaigns or the more general use of keywords can lead people to your product’s listing. This may seem simple enough, but it is often misunderstood. Many businesses try to stuff as many keywords as possible into product listings. This is like throwing everything at a wall and seeing what sticks – it is not effective and will end up costing you money.
Exact keyword campaigns can lead to your product showing up first in the search results on Amazon. Identifying exact keywords can take some time, so if you want this to be ready for Prime Day, the time to start is now!
Cluster Keywords by Audience And Intent
Streamline the process by grouping keywords based on what customers choose and their search purpose. You want people to find your product’s pages through organic searches. Once you have identified successful keywords, you will want to group them in ways that reveal the customer’s preferences and reasons for visiting your product page. Grouping them together creates a “bigger picture” of the intent of your consumers and the reasons they are shopping for your product. Good advice in life is to always know your audience, and PPC Optimization is no different.
Prepare Your Inventory and Your Budget
When preparing for Prime Day, it is crucial to manage your inventory. How many units will you have available at the special rate? At what point will you lose profitability at that rate? Which products should you promote to gain the most sales?
Businesses should strategize and decrease their ad budgets a little bit as Prime Day approaches, then increase budgets by 100% when the day arrives, and level budgets back out to normal after Prime Day concludes. To optimize your brand most effectively, having a solid strategy is a must-have. Consider these items to make the most of your promotions, and avoid a potential loss in revenue.
Get Ready For a High Volume of Traffic and Inquiries
As Prime Day approaches, more consumers will be browsing for products. Be sure that your brand stands out from the rest by being responsive and helpful to customer inquiries. Ensure your listings are optimized, are free of errors, and meet Amazon’s guidelines.
Download Search Terms Report Regularly
Downloading a search terms report and tracking it, leading up to Prime Day, should be done at least once per day so you can identify top performing keywords to include in your campaigns. It is important to note that sales might dip slightly in the weeks leading up to Prime Day, as more and more people start planning for it and waiting until the days to buy. Keeping a meticulous eye on the data will help your business navigate through the next few weeks.
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