1、The Prime Day Advertisers Playbook:Advertising Strategies for Record-Breaking Prime Day Sales2 FEEDVISOR2With more than 200 million Prime members worldwide,1 Prime Day is one of the biggest brand-building opportunities for businesses to boost their brand presence and connect with a massive,engaged a

2、udience.Crafting a successful Prime Day advertising strategy is a must.Yet a sound strategy requires more than just showcasing deals;it demands a thoughtful plan to spark interest and awareness around your top offers.Blasting your biggest deals the day before the event will result in lackluster outc

3、omes amidst escalating deal fatigue,heightened price sensitivity,and ever-growing competition.Your Playbook for Crafting Winning Advertising Strategies for Prime DayTo help you develop a winning Prime Day advertising strategy and boost campaign performance,weve compiled this guide to advertising suc

4、cessfully on Prime Day,where youll discover:An in-depth analysis of how different ad types performed during last years Prime DayA comprehensive breakdown of every Amazon advertising format and their most recent updatesStrategies to ignite consumer interest and anticipation leading up to and during P

5、rime DayInsights into effectively leveraging Amazons advertising tools to reach and engage your target audience1 Bloomberg3 FEEDVISORPrime Day 2023 marked a historic event,achieving an impressive$12.7 billion in total sales and setting a new record by selling 375 million items worldwide.A significan

6、t portion of this revenue stemmed from ad sales.On average,ad sales from Prime in 2023 increased by nearly 3x,ACoS was favorable,and even brands with no deals had solid results.Diving deeper,we analyzed data from our clients to determine which ads were most effective in driving sales during Prime ov

7、er the past two years.Below are the top-performing ad types:Best Performing Ad Types During PrimePrime Day Advertising By the Numbers:A Look Back 75%70%26%18%3%4%2%3%Sponsored ProductSponsored BrandSponsored DisplaySponsored Brand Video202220234 FEEDVISORSponsored Product Ads Are the Clear WinnerSpo

8、nsored Product ads tend to have a higher conversion rate because they advertise specific products,driving traffic to specific product pages to purchase.The consumers have less chance to see other options,and a straight path to purchase.Pro Tip:If you had to choose one ad type to use during Prime,thi

9、s one is it.PRIME DAY ADVERTISING:BY THE NUMBERSSponsored Brand ads are the second highest performing,but efficiency is slowly declining as brand loyalty becomes a thing of the past.In this economic headwind,consumers are searching by the products they need versus sticking with a specific brand.For

10、instance,popular keywords for Prime Day last year included“eye cream,”“meal prep containers,”and“healthy soda.”Ranking far behind in last years Prime Day performance is Sponsored Display and Sponsored Brand Video,who both saw minimal increases in performance during 2023.Just 1-percentage-point highe

11、r than 2022,both ad formats have yet to show promising results for Prime Day success,but still remain an integral part of ad strategies.5 FEEDVISOR5Participating in Prime Day,especially for brands operating within competitive markets,demands a commitment to supporting the entire sales funnel with a

12、substantial budget.Each part of the funnel is served best by a different ad type.While each advertising strategy is ultimately unique to each business,we will go through some generalities to help inform your strategies this year.DSP and Display Ads Are a Must For the Top of The FunnelDSP and display

13、 ads are crucial components of Prime Day ad strategies.They play a vital role in building brand awareness and brand protection.When using DSP as part of your strategy,investing in video and display formats for DSP is imperative.Relying solely on display ads will not suffice as competitors leverage v

14、ideo inventory to reach customers before you,making it challenging to capture their attention.Although DSP campaigns may have limited impact during Prime Day itself,they are essential for defensive purposes,guarding against competitor outreach to potential users.Post-Prime Day,capturing users to ret

15、ain them in our audience pool for future events becomes vital,recognizing that DSPs impact immediately following a major event is minimal.Together,DSP and display ads contribute to creating brand awareness,engaging customers before and during Prime Day,and ensuring continued audience engagement post

16、-event.In the next section,well discuss curated tips from our experts for each phase of Prime Day.Formulating an Ad Strategy for Prime Day:When Do I Use Sponsored Ads vs DSP Ads?Convert Viewers Mid-Funnel with Sponsored AdsSponsored Ads work best during Prime day when there is a surge in organic tra

17、ffic to Amazon.With this in mind,its essential to prioritize advertising directly on Amazons website itself,specifically through the Sponsored Products Ads(SPA)platform.This involves placing ads within search results and on product detail pages,as well as utilizing contextual ads that are relevant t

18、o the content users are browsing.Boost your Prime Day Impact With the Experts in DSP Advertising FEEDVISORPrioritize Video CampaignsPre-Prime Day preparations should prioritize video campaigns to raise awareness of your brands participation in the event and forthcoming promotions.Display advertising

19、 serves as a crucial foundation for video efforts,ensuring a seamless transition for users as they progress through the sales funnel.Ramp Up Ad SpendThe weeks leading up to,and out of,Prime Day are just as important as Prime Day itself when it comes to your campaign strategy.Rather than change your

20、advertising strategy the day prior to Prime Day,ramp up your campaign spend gradually.To do so,allocate inventory and budget for the two weeks leading up to and out of Prime Days.Specifically,increase your daily budget,account spending caps,and bid amounts in the weeks leading up to Prime Day.During

21、 this time,consumers often browse for products they want to buy and may save items in their carts or wishlists ahead of the event.By increasing budgets and bids,youre preparing to capture the increased traffic and competition during this period,ensuring your ads are prominently displayed and maximiz

22、ing your chances of converting those browsing customers into buyers.Target Non-Branded KeywordsThe weeks before Prime Day,you should focus on non-branded search terms to draw shoppers attention to your brand and product catalog.Double-Check Your Inventory LevelsBefore Prime Day,ensure the products y

23、ou choose to advertise are well-stocked to sustain increased demand during and post-Prime Day.Failing to do so risks losing crucial momentum,resulting in increased sales velocity but declining sales rank.Expert Prime Day Strategies for Lead-In,During,and Lead OutLEADING INTO PRIME DAYBoost Your Prim

24、e Day Impact with the Most Powerful Amazon Advertising at Tip:Consider leveraging Prime Day to promote products that have been lingering in Amazons inventory for too long,aiming to liquidate them effectively.Prime Day spans three key phases:pre-event buildup,the main event,and post-event aftermath.E

25、ach re-quires its own tailored campaign strategy to ensure success throughout the month.Follow these best prac-tices for a timely strategy that ensures a successful Prime Day from start to finish.7 FEEDVISOREXPERT TIPS AND TRICKS FOR ADVERTISING ON PRIME DAYCheck On Your Ad Budget DailyRegularly mon

26、itor your advertising budgets and potentially increase them as needed throughout Prime Day.By conducting daily checks,you can ensure that youre effectively managing your advertising spend to capitalize on opportunities and maximize your return on investment during Prime Day.Specifically,utilize the“

27、almost or out of budget”filter within Campaign Manager a feature that allows you to quickly identify campaigns or ad groups that are nearing their budget limits or have already exhausted their budgets for the day.By utilizing this filter,you can monitor spend and check in often to ensure that all ca

28、mpaign budgets are available and running.Hitting your budget cap too early means your ad wont be served to shoppers the last thing any brand would want during Prime Day.Focus on Branded KeywordsDuring the event itself,focus on branded keywords and even competitors terms(when your pricing is competit

29、ive)to prioritize conversions.Advertise Products That Convert WellWith Prime Day drawing in deal seekers,it makes sense that the focus for Prime Day deals should fall on products that drive sales.On the big day,prioritize products with the greatest conversion potential,such as best-sellers boasting

30、4+star ratings,multiple reviews,and high-quality product detail pages.DURING PRIME DAYScale Ad Spend BackFor those that are budget conscious,remember to scale ad spend back in the weeks following Prime Day.After a peak shopping event like Prime Day,consumer spending may taper off,resulting in lower

31、demand and conversion rates.Scaling back ad spend allows you to align your advertising efforts with reduced demand,avoiding overspending on ads that may not yield significant returns.Track and Analyze Prime Day Insights for Future Tentpole EventsAdvertisers can analyze the data from Prime Day to gai

32、n insights into the behavior of their customers and competitors.By understanding how Prime Day affects the cost-per-click(CPC)and conversion rate(CR),they can gauge how aggressively they should advertise for future tentpole events,including Prime Big Deals Day and Cyber 5.Increases or decreases in C

33、R can also inform advertisers strategies for upcoming events,allowing them to make more informed decisions.LEADING OUT OF PRIME DAY8 FEEDVISORSPONSORED PRODUCTS ADSWhat They Are:Keyword and product detail page targeted ads appearing above and within search results and on product detail pages across

34、desktop and mobile devices.Pay-per-click(PPC)ads,meaning you only pay when a shopper clicks on your ad,based on a second-price auction system.Your Quick Reference for Amazon AdsIn this section,you will find every ad type currently offered on Amazon,what they are,who can use them,and the best practic

35、es to grow your Amazon business on Prime Day.Maximize Your Prime Day Ad Budget With Top-Tier Amazon Advertising at PRODUCTS 2024 UPDATESPremium Apps and Websites:Advertisers can now run Sponsored Products campaigns on premium apps and websites,such as Pinterest and BuzzFeed.Advertisers now have an o

36、pportunity to reach high-value customers beyond Amazons platform on popular external sites,increasing product discoverability and driving more sales.Schedule Based Bid Rules:Previously,Sponsored Products advertisers manually adjusted their bids throughout the day to adapt to varying performance leve

37、ls.Now,with scheduled bid rules,advertisers can automate bid changes,ensuring they dont miss sales opportunities.Additionally,new hourly performance reporting allows advertisers to identify peak performance times and set rules to optimize performance during those periods.9 FEEDVISORSPONSORED DISPLAY

38、 ADSWhat They Are:A self-service display advertising option used to expand the reach of your ads to both on and off Amazon websites and apps using digital advertising.SPONSORED DISPLAY 2024 UPDATESGlobal Amazon Business:Amazon has extended Sponsored Display to Amazon Business globally,presenting ads

39、 on prominent pages like the homepage,search,and product detail pages.This enables advertisers to engage with valuable Amazon Business shoppers,showcase exclusive pricing,and target specific audience segments within the Amazon Business community.Automatic Translation for Custom Creatives:Amazon has

40、launched a new translation feature for Sponsored Display custom creatives,allowing ads to be automatically translated into all supported languages within a marketplace.Providing shoppers with ads in their selected language eliminates the need for additional input from advertisers.Add-To-Cart and New

41、-To-Brand Detail Page View Metrics:Amazon has introduced new metrics accessible through the Amazon Ads API for Sponsored Display and Sponsored Brands.These metrics include“add-to-cart,”tracking the number of times products are added to a cart due to ad views or clicks,and“new-to-brand-detail page vi

42、ew,”indicating the number of new detail page views from shoppers who havent viewed the page in the past year.These metrics offer advertisers valuable insights into campaign performance,aiding in optimization and budget allocation decisions.EVERYTHING YOU NEED AND WANT TO KNOW ABOUT AMAZON ADS FOR PR

43、IME DAYGet Ahead of Prime Day Competition With AI-First Advertising at FEEDVISORSPONSORED BRANDS What They Are:Highly coveted PPC campaign ads with keyword or product(ASIN)targets that appear above the Sponsored Products and organic search results,or alongside and within search results and product d

44、etail pages.These ads allow you to tell a brand story by adding a clickable logo,headline,lifestyle image,and multiple products that send them to a landing page(such as a brand store).*Please note this ad type is not available for adult products,used and refurbished products,and products in closed c

45、ategories.SPONSORED BRANDS 2024 UPDATESCustom Image Requirement:On May 31st,all new Product Collection ads must feature a custom image.In other words,the image cannot be automatically pulled from the products primary image.Using custom images can significantly increase click-through rates and overal

46、l brand awareness.AI-Generated Images:A new generative AI solution from Amazon enables advertisers to easily craft ad creative a historically burdensome barrier to ad campaigns.Now,brands will be able to leverage the power of AI to simplify image generation.This is especially useful for smaller bran

47、ds who want to run Sponsored Brand campaigns which now require images but cannot afford a photo shoot or graphic designer.SPONSORED BRANDS 2024 UPDATESTheme Targeting:Sponsored Brands theme targeting is a dynamic strategy designed to streamline campaign setup and enhance performance on Amazon.This a

48、pproach automatically bundles and optimizes keywords within two targeting groups:“Keywords related to your brand”and“Keywords related to your landing pages.”By providing pre-selected targeting settings with suggested bids,advertisers can swiftly launch campaigns.Leveraging machine learning and first

49、-party data,theme targeting continuously updates keywords,simplifying campaign management and driving improved results.Goal-Based Campaigns:Amazons Sponsored Brands now offers advertisers new ways to align with advertising objectives and optimize against key success metrics like clicks or top-of-sea

50、rch impression share.Two new goal-based controls,Drive page visits(DPV)and Grow brand impression share(BIS),have been released to help advertisers achieve better results and set up campaigns effectively.Drive page visits campaigns aim to increase brand consideration and direct customers to brand sto

51、re and product detail pages,while Grow brand impression share campaigns focus on accelerating brand growth and discovery by boosting top-of-search impression share.These campaigns allow advertisers to structure their efforts for both short-term sales and long-term sustainable growth.EVERYTHING YOU N

52、EED AND WANT TO KNOW ABOUT AMAZON ADS FOR PRIME DAYCraft a Sponsored Ads Campaign that Drives Prime Day RoAS at FEEDVISORSPONSORED BRANDS VIDEOS What They Are:Video ads that are keyword-targeted,dependent on cost-per-click,and link customers directly to the product detail page.SPONSORED BRANDS VIDEO

53、S 2024 UPDATESVertical Video Ads:Advertisers can now run vertical video ads on Sponsored Brands Video campaigns creating an opportunity to better engage with a growing number of mobile-first shoppers who predominantly shop on social commerce platforms where vertical videos are especially popular thi

54、nk TikTok or Instagram.Initial tests of the format have been promising;Campaigns that used the vertical layout have outperformed those relying on horizontal videos.Automatic Video Localization:Amazon Ads now offers automatic video localization for Sponsored Brands video creatives,enabling advertiser

55、s to create policy-compliant campaigns in unfamiliar language markets.Advertisers can opt to auto-localize videos into the countrys language,ensuring campaign compliance and expansion into EVERYTHING YOU NEED AND WANT TO KNOW ABOUT AMAZON ADS FOR PRIME DAYBoost Your Prime Day Impact with the Most Po

56、werful Amazon Advertising at markets without additional costs or coordination with external agencies.This feature simplifies campaign creation and reduces the risk of rejections due to language discrepancies.Video to Stores Campaigns:This is a new enhancement to Sponsored Brands video creatives.Prev

57、iously,Amazon required a Sponsored Brand campaign be tied to a product or product collection.Now,advertisers can utilize video-only creative campaigns that drive shoppers exclusively to the designed Amazon Store.This feature allows viewers to interact with individual products or explore the Brand St

58、ore,combining the power of video storytelling with seamless navigation for a richer advertising experience.12 FEEDVISORAMAZON DSP What They Are:Amazons demand-side platform(DSP)allows businesses to buy display and video ad placements at scale programmatically.AMAZON DSP 2024 UPDATESContextual target

59、ing:Amazon DSP now offers Contextual Targeting:A solution enabling advertisers to target consumers based on real-time content consumption without ad IDs.This strategy allows advertisers to reach previously unreachable audiences and engage with consumers already aligned with the content theyre consum

60、ing,all without relying on ad identifiers.Using Amazons retail taxonomy,advertisers can select specific products or categories to match their ads with relevant content on A and third-party platforms.Available worldwide to Amazon DSP advertisers,it supports standard display,Amazon mobile display,and

61、online video line items.AMAZON DSP 2024 UPDATESGoal-Based Bidding:Goal-based bidding allows advertisers to specify performance targets for their campaigns.With this feature,Amazon DSP optimizes bids in real-time to maximize delivery at the specified performance target.Advertisers can set targets for

62、 key performance indicators(KPIs)such as cost per acquisition(CPA)and choose to prioritize these targets as the optimization strategy.Persona Builder:Persona Builder is a new tool that enables advertisers to leverage Amazons first-party insights to learn more about their audiences interests and rele

63、vant life events,combining existing audience segments into single personas.It then seamlessly activates these audiences through Amazon Ads campaigns,reaching them on Amazon and beyond via Amazon DSP.Content Controls for Twitch Display Inventory:Amazon DSP now offers Twitch Content Controls tiers for

64、 ad placements.These controls help advertisers exclude unsuitable content across gaming and non-gaming content on Twitch.Advertisers can choose from three tiersexpanded,moderate(default),or restrictiveto adjust the level of content filtering for their ads.Creative Gallery:The Creative Gallery is a n

65、ew interface allowing customers to explore and select creative offerings tailored to their campaign goals.Within the gallery,customers can choose from four format tabsdisplay,video,audio,and component-based creativeand select the best fit for their needs.This feature streamlines the process of selec

66、ting creatives by providing a unified interface,including formats,templates,and ad experiences.EVERYTHING YOU NEED AND WANT TO KNOW ABOUT AMAZON ADS FOR PRIME DAYCraft a High-Performing DSP Campaign This Prime Day at FEEDVISORVIDEO ADSWhat They Are:Video ads can be DSP or Sponsored Brands video ads

67、and allow you to reach Amazon customers with targeted video on Amazons websites,mobile apps,Fire tablet wake screen,or off Amazon.Video ads have a keyword target,cost-per-click,and link to the product detail page on Amazon to learn more about purchasing the product.EVERYTHING YOU NEED AND WANT TO KN

68、OW ABOUT AMAZON ADS FOR PRIME DAYVIDEO AD 2024 UPDATESThe latest Video Ad Updates can be found within the DSP and Sponsored Brand Video ad sections.To jog your memory,they include:The introduction of vertical video formatsVideo to store campaignsNew,contextual Twitch inventoryAUDIO ADSWhat They Are:

69、Ads that allow you to reach audiences in screen-free moments.They are between 10 and 30 seconds long and are played periodically during breaks between songs.Audio ads require working with an Amazon Ads account executive and a typical minimum budget of$35,000(US).14 FEEDVISOR14Prime Day presents an u

70、nparalleled opportunity for brands to elevate their presence and drive substantial sales.Crafting a successful advertising strategy demands foresight,flexibility,and a deep understanding of Amazons advertising suite.To capitalize on the surge in organic traffic during Prime Day,its essential to leve

71、rage all available advertising formats to maximize brand exposure throughout the funnel.And dont limit your advertising efforts to just Amazon strategically utilize various ad types across platforms,such as social media or search engines,to occupy more digital real estate and enhance brand recogniti

72、on.The goal is to ensure your brand is wherever Prime Day shoppers may be to build awareness early on.By doing so,you can ensure your brand is prominently displayed to the influx of potential customers and solidify your presence during this peak shopping period.However you choose to follow our exper

73、t strategies,whether its refining targeting,optimizing ad formats,or strategically managing budgets,the key lies in meticulous planning and continuous adaptation.With careful planning and execution,you can establish yourself as a top contender and reap the rewards of Prime Day success.Final Thoughts

74、Pro Tip:Track and analyze your Prime Day performance metrics.In the future,you can apply these invaluable insights to other major events like Prime Big Deal Days and Cyber 11.15 FEEDVISORCrush Prime Day Sales With the Power of AI-First Advertising and PricingMaximize Campaign PerformanceLeverage imp

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