July 3, 2023
Amazon Prime Day is a highly anticipated event in the eCommerce world, offering online retailers a golden opportunity to boost their sales and profitability. Firstly, let's take a look at some key statistics and predictions on this key shopping date from Google:
- Google predicts another year of demand increasing via the “Prime Day bump.” For the average advertiser, sales are forecast 45% higher than an average eCommerce shopping day!
- 74% of consumers are planning to spend equal to or more than they spent last year during Prime Day.
- The biggest search interest for ‘Prime Day’ keywords comes just before the sale as shoppers search for early deals
- In 2022, the best selling categories in the EMEA market were Hardware, Skin Care, Makeup, and Spirits.
- The top 2 reasons for purchases over those dates include personal gifting and items the user has been waiting to purchase.
To make the most of this shopping extravaganza this year on 11th and 12th July 2023, online retailers must leverage the power of paid marketing, specifically PPC and Paid Social advertising. Our Associate Director, Sarah Williams, has shared effective strategies for online retailers to maximise their profits during Amazon Prime Day 2023 using paid marketing tactics!
Plan and Optimise Your Campaigns:
In preparation for Prime Day, analyse previous data from PPC campaigns to identify top-performing keywords and ad copy.
- Tailor your PPC campaigns to focus on popular products, taking advantage of increased search volume and competition during the event.
- We’d also recommend liaising with your Google team (if you have one) as they are great for sharing keyword insights into what trending keywords they are seeing emerging and growing in your retail category.
- Also, make sure to keep an eye out on the Google recommendations tab for trending/new keyword suggestions in the run up to Prime Day!
- Ensure your shopping feed health is top notch in the run up to Prime Day, making sure your disapprovals are sorted and any flags/warnings in Merchant Centre are cleared so your inventory is in the best health ready for this key shopping period, with all your products eligible to show.
- Review your daily budgets in the run up to Prime Day, you may start to spot campaigns becoming limited by budget as search demand in your category increases, and if it’s performing well and you have the budget to, increase it! It’ll help to capture a larger share of the increased traffic and potential conversions.
Leverage Your Paid Social Advertising:
Paid social media advertising can be a valuable complement to your PPC efforts during Prime Day.
- Promote your Prime Day deals and exclusive offers across platforms such as Facebook, Instagram and Pinterest, whilst users are in the shopping mindset.
- Create eye-catching visuals and compelling ad copy to grab the attention of your target audience. We’d really suggest in both PPC and Paid Social campaigns showing the user it’s a very limited, short-term promotion to build urgency too!
- Consider running retargeting campaigns to re-engage users who have previously shown interest in your products.
Develop Compelling Ad Creative:
During Prime Day, customers are bombarded with countless deals and offers. To stand out:
- Create compelling ad creatives that captivates your audience.
- Use high-quality images or videos that highlight your products' key features and benefits.
- Craft attention-grabbing headlines and persuasive ad copy that clearly communicate the value proposition of your Prime Day promotions.
- A/B test different ad variations to optimise your creative and maximise engagement. This tip is great for learning what works best and taking the learnings for the next key shopping period in the ecommerce calendar!
- To entice customers during Prime Day, offer exclusive incentives for those who engage with your paid marketing campaigns. For example, creating unique discount codes, limited-time offers, or bundled deals that are only available to users who click on your PPC or paid social ads. This strategy not only drives immediate sales but also helps in tracking the effectiveness of your paid marketing efforts.
PPC and Paid Social can significantly boost your profitability during Amazon Prime Day 2023. By planning ahead, optimising your campaigns, and utilising the power of sponsored products and paid social media ads, you can maximise your visibility and drive conversions. Focus on creating compelling ad creative, implementing conversion tracking, and analysing campaign performance to make data-driven decisions.
With a well-executed paid marketing strategy, online retailers can unlock the full potential of Amazon Prime Day and achieve remarkable success - even if you don’t sell on Amazon itself!
If you need a helping hand with your Paid Marketing efforts during this period and beyond, get in touch with our team using the button below!
