Michelle Urwin, Sr. Marketing Manager @ Kenshoo
Amazon holiday season tips are now available from Kenshoo as a downloadable PDF. Before the chaos begins, make sure to double-check the list as part of your preparation. There are best practices for using Amazon Advertising as well as some Kenshoo power user advice when using the Kenshoo Ecommerce platform. Good luck with your upcoming holiday sales and promotions!
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Q4 is the most important time of the year for most retailers, and Amazon is clearly one of the most important areas to focus on to drive holiday success. As we learned last year, Amazon advertisers spent 3.5X the pre-holiday average on Amazon during key holiday shopping days and brands put a lot of faith in this channel when sales matter.
“As strong as Amazon is at bringing in peak shopping day orders, it’s clear that their investment in building a native ad platform for partner brands to get involved and help drive sales is paying off,” said Margo Kahrose, Kenshoo’s SVP of Marketing last year. “The 500+ brands managing their Amazon advertising through Kenshoo have been very pleased with their marketing return this holiday season and their desire is to keep the pedal on the gas in 2019.”
Available now, this Kenshoo Ecommerce checklist is chock full of advice, best practices, and tips for Amazon advertisers to take advantage of this critical time of the year.
The last thing you want to foil your holiday success is for campaigns to accidentally cap out when you have additional investment left. During heavy shopping days, some campaigns may be hotter than others so you may unexpectedly run out of budget mid-day. Use Kenshoo’s Automated Actions to hourly search for out-of-budget campaigns and automatically fund them to keep you in the game.
Advertising on Amazon has a lot of rules and regulations that can pause your ads—such as ineligible violations (potentially due to profitability problems) or if you aren’t winning the buy box. Kenshoo’s Automated Alerts can flag serving errors at the ads level so that you can jump in and address them to improve your success.
Most marketers know that certain periods of the day are more valuable than others and use dayparting strategies in other channels to best control bidding during consumer spike and dip patterns. Although not available from Amazon’s system, you can use Kenshoo’s Automated Actions to modify bids based on the hours you would like to take advantage of this opportunity.
Negative keyword settings are a great way to zero in on the right searches to optimize your advertising efforts. However, with so much activity going on in Q4, it can get confusing. Use Kenshoo’s Smart Tags to alert you when you mistakenly add negative keywords to campaigns that target those keywords so that you don’t block activity by accident.
Q4 can be a chaotic time and it may seem daunting to stop your day to upload new campaigns. With Kenshoo, you can use bulk sheets to dramatically reduce the time it takes to add additional campaigns so that you can accomplish this task in short order and get on with the rest of your day.
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