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Preparing your PPC for Black Friday

amazon ppc black friday Nov 19, 2019

It’s that time of year again. Black Friday is just around the corner. 

Now, when I say Black Friday, I mean the entire Black Friday weekend from Thanksgiving (which is the third most popular shopping day of the season after Cyber Monday and Black Friday respectively) to Cyber Monday.

So here’s our last-minute tips for boosting your Black Friday weekend sales. 

1. Know your limits

Ask yourself what you can afford to invest in PPC. There are no hard and fast rules here. It's your business, your decision. Just make sure it aligns with a level of risk you are comfortable with. Be honest then stick to it. 

Setting a limit has the potential to save you a huge headache and give you a better opportunity to get the most out of the sale weekend. 

2. Increase Your Ad Budget

For Prime Day 2019, ad spend increased by 33% and total revenue increased by 540%. That’s not a bad ROI by any standards.

So if you want to keep up with the dramatic increase in shopper activity, we suggest you increase your ad budget during these high volume selling times. 

If you don’t, you’re most likely run out of ad funds in the morning or early afternoon and not see any ad placements later in the day.

Make sure you keep an eye on your daily budget throughout the day. For more control, you can set your ‘daily account budget’ to the spending limit you set for yourself.

3. Make bid adjustments based campaign profitability

Unlike your ad budget, whether or not you should raise your bids or not comes down to your campaign’s profitability.

Profitable Ad Campaigns

Because your margins can support the increased ad spend, prepare for the influx in traffic and competition and increase your bids. Be as aggressive as you dare in order to take those top ad spots and make a killing.

If you want to take things one step further, instead of spreading your ad spend all around, focus on your best converters and spend on them to maximize your click and conversion potential.

Unprofitable Ad campaigns

Do not raise your bids. All you will do blow through your budget trying to take the top ad positions.

Instead, just increase your advertising budget as outlined above. Set a budget that allows for all-day visibility. That way, your campaigns will still run throughout the day - or as close to as possible - so you can continue to make sales into the afternoon and evening.

4. Audit your Seller Central account 

Clicks and conversions have been known to double on Black Friday in previous years. Ensuring your Amazon Seller Central account is fully optimised and running efficiently is crucial if you want to take advantage of this rising tide of customers. 

 Here’s a checklist to help you finalize preparations:

  • Check your inventory levels. Ensure you have the proper inventory to support the increased sales volume. 
  • Make sure your main image is attractive and eye-catching to help encourage clicks. 
  • Some ad placements cut off titles so it’s important to ensure that the most important information is at the beginning of your listing title.
  • Your product listing pages should be primed and optimized. Resist the temptation to add new, Holiday-focused keywords to your listing. While there are more eyes on your products remember impressions aren’t the same as conversions. Keep what has already worked well. 
  • Make sure you are priced competitively compared to your competitors in your category.
  • Make sure you have the Buy Box otherwise your ads won’t show.

Now go make this Black Friday your best ever! 

We would love to hear your thoughts on this topic! Leave them below in the comments.

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