Getting ready for Prime Day 2023

With #primeday around the corner, everyone has started gearing up for the big momentum. A big question remains how to manage the #amazonppc advertisement spending as you can typically burn a day's budget in a matter of hours.?

Here is a step-by-step approach to how to optimise for big events.

Step 1: Competitor Research

• Create a list of competitor ASINs and be selective, not every product in the top ranking is your competitor
• In the case of variation ASINs, just pick the primary ASIN
• Copy Amazon's choice keywords if they are present on any of these ASINs

Step 2: Keyword Research

Get a tool like Helium 10 Cerebro or similar to get keywords on your niche.

• Sort the results by organic rank 1-50
• Filter out the most obvious non-relevant keywords from the list. For example, 'earphones wired' or 'gaming headphones' are not relevant keywords for a wireless earphone device.

Step 3: Optimise Results

Sort the keywords by the search volume and create 3 lists

• Top search volume (10k or above)
• Mid search volume (3k - 10k)
• Low search volume (Under 3k)

Step 4: Campaign creation

At this point, you would have three keyword lists where your competitors are getting their sales from. Now create three sponsored products manual targeting campaigns in the same format as above.

• Manual SP Top search volume
• Manual SP Mid search volume
• Manual SP Low search volume

Step 5: Campaign optimisation

• Manual SP Top search volume - This will be the most expensive campaign, use suggested bids with down only strategy and set a campaign budget, 20% of your total budget. Check every 3 hours, if it performs, the budget can be added here.
• Manual SP Mid search volume - This is where you will be more bullish. Use suggested bids with an up & down strategy and set the campaign budget at 20% of your total budget. Set an additional 20-30% on top of search and product pages as this will increase chances of conversion.
• Manual SP low search volume - This is where you go all out. Use suggested bids with up and down strategy, same 20% budget allocation however, you set an additional 80-100% on top of search and product page placement in placement settings.

Step 6: Monitoring

• Dont do frequent analysis, check every 3 hours
• In such event days, the sales attribution can be very delayed, sales numbers are a better indication of the performance
• Dont focus on display ads unless you have a big budget, they will burn money like crazy
• Dont overspend, there will always be another day, conserve the capital

Happy Selling!