Amazon Advertising - 'Go To' Actions on Prime Day

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Amazon Advertising Go-To Actions on Prime Day 

 

Who is this for?

 

Ad POCs that are applying changes to the ad account for Prime Day

 

Description: This SOP (standard operating procedure) will give you a step-by-step guide on how to set up an ad account for prime day.

OVERVIEW

 

Before Prime Day, we will be applying two different strategies to increase sales. They are;

 

On the day before prime:

  1. Take a bulk backup to revert it back to the original state

  2. Boost Bids

    1. Boost on-target ACOS and below keywords by 20%

    2. Boost “keywords a bit above ACOS target” by 5% to 15% - Ad POC decision-making required

  3. Increase Daily Budgets

    1. Increase the budgets by 100% on the campaigns that are below target ACOS

    2. Increase the budgets by 50% on the campaigns that are below target ACOS - Ad POC decision-making required

After Prime day:

Revert everything back after Prime Day

Action item #1: Backup the Original State

  1. Download a bulk

  2. SAVE a copy of this bulk without any change so that we can revert back. You can save it to the client’s ad backup sheet and rename it as “Client Name - Prime Day 2022 Backup”

Action item #2: Boosting the Bids

Go to the targeting tab and filter your targets by ACOS and make sure your date range is at least 15 days. In this example, our target ACOS is 20%.

Select all and boost all bids by 20%





Remove your filter and revert it by ACOS >= 20%. You should apply your target ACOS here, not 20% :)

Now we will check the KEY targets that are not on target but bringing many sales. This part requires your evaluation and you should decide as you see fit.

  1. Make sure you applied your ACOS >= since we already boosted below target ACOS targets and we don’t want to boost them again.

  2. Sort your sales by highest to lowest

  3. Those keywords are the keywords that are important to your account and they are not on target.




  1. Now depending on your experience with the account, current ACOS, or the importance of the keyword, you should boost the targets by 3%-10%. We don’t have strict rules here since it might be different for each account. Decide which targets are a good fit and action in bulk or one-by-one manually.

  2. We are done with boosting the targets. Now we are moving on to the next action, boosting the daily budgets.

Action item #3: Boosting the Daily Budgets

Go to the Budgets tab and apply less than the target ACOS filter and make sure your date range is 15 days.









Select all the campaigns and increase the daily budget by 100%.

Revert your filter and see the targets that are above the target ACOS and find out your best-selling campaigns by sorting them out by sales.

Decide which campaigns are important for the account and having a decent ACOS. Select those and increase the daily budget by 50%.


Action item #4: Revert Everything Back After Prime Day

  1. So the Prime Day is over and we will revert our bids and budgets back. To do that, we will need to bulk what we downloaded and saved in the beginning of this SOP.

  2. Locate your bulk, download and upload it to the account without any change.

 

Congratulations, the account is back to its original!

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