8 Expert Amazon Cyber Monday Marketing Tips in 2020
Table of Content
How does Cyber Monday work on Amazon? (from Amazon Seller perspective)
Cyber 5 is coming very soon! Don’t freak out because you are about to hit a very interesting period. Expect your customers to make a LOT of window shopping without any purchasing on the days before Cyber 5 (7 days before).
They browse more aggressively across the board of all stuff they want to buy. So naturally fewer of them will care going deeper down the search result for each individual item they look for the best deal – because they always have more things to buy and to look for.
We’ve put a list of 7 tips and tricks to Cyber Monday Amazon every Seller should follow!
When does Cyber Monday start on Amazon?
Cyber Monday lands on November 30.
Your customers will make a LOT of window shopping without any purchasing a week before Black Friday. You might see a decrease in a Conversion Rate – but don’t panic!
What should you do about it? — Cyber Monday Strategy
– Hot-start your Amazon PPC Campaign!
Because of the current Amazon attribution model, it takes no less than 2-3 weeks for any increase in sales to take a significant effect on organic ranking. So having Sponsored Ads running for 1-2 weeks before the sales event is a surefire way to allow Amazon’s algorithm time to account for your extra sales.
This will help your product’s BSR (as it gains more sales), but it also heats up the keyword ranking. Thus running PPC ads for high volume + high relevance (and YES, expensive) keywords pays off – not when you actually start Sponsored Sales – but when the time comes for organic sales to take over.
Like on the Black Friday / Cyber Monday.
Ok, let us assume you did all that. And yet this morning you still did not see as big of a sales figure candle as you were expecting.
Is that it? Are you too late to catch this train?
The next one Tips are a huge one!
Cyber Monday Marketing Tips in 2020
- Consider Changing Main Picture
Seriously: if the sales are subpar this morning what have you got to lose today? Pick something flashy, bright, and provocative. Have the customers stumble upon a picture of your product – especially those, who browse it on small smartphone screens. You never know what works until you try it!
- Prepare your Sponsored Brands Video creatives!
Be many times brighter than the last year! This AD option will accelerate sales during Cyber 5 so much. A lot of sellers are ignoring these Ad placements. Make sure you have increased the bids, and you are targeting a lot of relevant keywords to capture all the opportunities.
- Consider lowering the price below your immediate competitors. (only in case you didn’t catch up the trend)
If your margin allows it – do it now. The Algorithms react to a lower price favorably, albeit not instantly. But once you start receiving a few extra sales today, it should start floating your product in search results up little by little.
- Go to the Advertising Manager and step up bids for high impression relevant keywords and targets.
This is a risky move, as you are probably selling Sponsored Products near break-even ACoS levels already. How can this help you fast? Copy-paste these keywords in Amazon’s search console and scroll down until you see where your Sponsored Ads are.
If they are at the bottom or middle of pages 2-4 – increasing the bid so that you’ll see it at the top of said pages can help you catch the eye of those meticulous Prime Day shoppers who did care to go beyond page 1. This is definitely worth trying!
If you see your Ads shown close to getting to Page 1… then it’s triple worth it!
- But wait, there is more! Remember that instrument called Top Of Search Placement?
The one where you can adjust all the bids in any Ad group en masses and let Amazon’s algorithm apply this adjustment discriminately for your ads jump to the first 50% of Page 1?
At most times this aggressive strategy is inferior to carefully piloted individual targeted keywords bid increase. But not today. Today is different. If you see that your product can do it – dial in 50%-100% adjustment for the Top of Search – and observe the results.
- Don’t forget about Product Targeting
You’ve got to make sure you have Sponsored Display and Sponsored Products Product Targeting Campaigns to appear on Your Competitors Product Pages
- Run DSP or re-marketing Ads!
Believe me, you want to remarket all the customers who have viewed your listings. Especially for Christmas. It’s fantastic to have different touchpoints with your customers. If you’re not ready for DSP – start with remarketing on Sponsored Display. But definitely get prepared to DSP in the future for the next holidays!
Yes’ of course, the market niche matters a great deal. In some niches sales Cyber 5 increase by a mere 30%. On average. In others, it’s 900%. On average. But hey – it’s your business! It must be worth fighting for to get those extra sales anyway, right?
We urge all fellow Sellers to be smart and to prepare in advance, just as we’ve described earlier in this article. Of course, we do!
After all, Profit Whales has years of experience in adding Incremental Revenue to Overall Sales through Amazon Advertising for our clients and winning them Best Seller badges!
Let me know if you guys have any questions – feel free to comment below!
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