It’s now looking very much like Amazon’s Prime Day event for this year will take place in mid October. This will be the first time it has been held in quarter four (Q4) and, with it being so close to the other key retail peaks, it’s more important than ever to get your Prime Day strategy right.
The momentum you create from Prime Day will certainly carry over into November, giving a head start to those who participate officially and those who simply use the traffic boost as an opportunity to get in front of some new audiences.
In our recent post Maximise Sponsored Ads success on Prime Day 2020 we explored the ways you can get everything ready for Amazon’s Sponsored Ads formats. In this post, we’ll focus on Amazon’s demand-side platform (DSP) display and video features. If you haven’t started planning your Prime Day DSP strategy yet, you’re already behind! The two weeks leading up to Prime Day are extremely important from a DSP perspective, so let’s get right to it…
Two weeks to go
This is when you need to begin ramping up your DSP spend and, in particular, your upper funnel and prospecting initiatives. Amazon offers a number of key targeting capabilities for upper funnel prospecting activity, such as Lifestyle, In-Market, and Lookalike audiences.
Utilise Amazon’s In-Market audiences to find shoppers who have recently searched for products within your category. You can then take advantage of DSP third-party ad serving capabilities to leverage eye-catching custom image creative. Thus, you can drive traffic to your Amazon Store and introduce people to your brand and products.
On Prime Day
Make sure you have your daily budget caps increased and ready to go.
Prime Day should be a big day for your middle to lower funnel prospecting activity, and a great opportunity to launch a big remarketing push.
Throughout the two weeks prior, your prospecting activity will have driven significant new user traffic to both your product pages and your advertiser’s site. Now is the time to capitalise on this with a combined Amazon and advertiser pixel remarketing strategy.
Make sure your budget caps, frequency and bids are high – demand is going to be high, so prices will be too. You don’t want to miss the opportunity to push as much spend as possible towards users that have shown high intent in recent weeks. In order to extrapolate your reach, ensure you launch Amazon Owned and Operated (O&O) and Open Web inventory sources too!
Post-Prime Day
Prime Day will have been a great way of populating your audience lists with customers that aren’t traditionally your key audience. Maintain your retargeting push and leverage your new audience from the momentum you’ve built in the lead up to Prime Day.
Make sure to then carry this demand into Black Friday, Cyber Monday and Christmas! Continue to build reach and awareness for your brand and acquire more new-to-brand audiences throughout the entirety of Q4.
If you’d like Croud’s help to get started on Amazon’s DSP or if you just need some help to get your Amazon strategy to the next level please don’t hesitate to get in touch!
