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Amazon Prime Day 2024 is almost here. It’s one of the biggest opportunities of the year for you to boost your sales, gain new customers, and put your brand in the spotlight. 

Unfortunately, there are more than a few of you out there that have gotten sidetracked by the responsibilities that come with life as an entrepreneur. 

The good news is that it’s not too late to create strategies that allow you to dominate your Amazon PPC campaigns, one of the biggest components of seasonal ecommerce success. 

As Amazon Prime Day 2024 approaches, it’s crucial to have a plan in place that can maximize your visibility and ensure you’re prepared for the surge in traffic and sales. 

Here are three last-minute PPC strategies that you can use to win Prime Day: 

1. Double-Check Inventory Levels and Turn Off Deals for Potential Out-of-Stock Items

Inventory management is a critical aspect of any sales event, especially one as significant as Prime Day. Running out of stock not only means missed sales opportunities but can also negatively impact your product rankings and customer satisfaction. Here’s how you can manage your inventory effectively:

Monitor Your Stock Levels

Regularly check your inventory levels in these days leading up to Prime Day. This will help you identify any potential shortages and allow you to reorder products in time. Use Amazon’s inventory management tools or third-party software to get real-time updates on your stock levels.

Forecast Demand

Use historical data and sales trends to forecast the demand for your products. Consider the impact of Prime Day and adjust your reorder quantities accordingly. Tools like Amazon’s Inventory Performance Dashboard can provide insights into your past sales performance and help you make informed decisions.

Turn Off Deals for Potential Out-of-Stock Items

To avoid disappointing customers and receiving negative reviews, turn off deals for items that are at risk of going out of stock. This will help you focus on products that you can fulfill without issues and maintain a positive customer experience. Adjust your PPC campaigns to stop promoting these items and redirect your budget to products with sufficient inventory.

2. Use Social Media Platforms to Create a Buzz Around Your Prime Day Deals

Social media is a powerful tool for driving traffic and creating excitement around your Prime Day deals. Leveraging platforms like Facebook, Instagram, Twitter, and TikTok can help you reach a wider audience and boost your sales. Here’s how to effectively use social media for Prime Day:

Create Engaging Content

Develop engaging and visually appealing content to showcase your Prime Day deals. Use high-quality images, videos, and graphics to highlight your discounts and promotions. Consider creating teaser posts, countdowns, and behind-the-scenes content to build anticipation.

Use Influencers and Brand Ambassadors

Partner with influencers and brand ambassadors to amplify your reach. Influencers can help you tap into their loyal follower base and generate more buzz around your deals. Make sure that the influencers you choose align with your brand and target audience. 

Don’t worry about needing Kardashian-sized influencers to make a difference. Micro influencers (1,000 to 100,000 followers) have a highly-engaged follower base. They also offer a more genuine and relatable promotion of products, resulting in a higher likelihood of audience conversion. 

The power of micro influencers lies in their close-knit community dynamics where recommendations feel more like advice from a trusted friend rather than a broad advertisement.

Run Social Media Ads

Invest in paid social media advertising to increase the visibility of your Prime Day deals. Platforms like Facebook and Instagram offer advanced targeting options, allowing you to reach potential customers based on their interests, demographics, and behaviors. Create social media ad campaigns specifically designed for Prime Day and monitor their performance closely to optimize your ROI.

Engage with Your Audience

Interact with your audience by responding to comments, messages, and mentions. Encourage users to share their Prime Day purchases and experiences using a branded hashtag. This will create a sense of community and encourage more people to participate in your promotions.

3. Create “Prime Day” Focused PPC Campaigns to Highlight Deals

Your Amazon PPC campaigns play a crucial role in driving traffic and sales during Prime Day. Creating dedicated campaigns specifically for Prime Day can help you maximize your visibility and capitalize on the increased shopper activity. Here’s how to set up effective Prime Day-focused PPC campaigns:

Identify High-Performing Products

Analyze your past sales data to identify high-performing products that are likely to do well on Prime Day. Focus your PPC efforts on these products to maximize your returns. Consider creating separate campaigns for your bestsellers and new products to manage your budget and bids more effectively.

Use Prime Day-Specific Keywords

Incorporate Prime Day-specific keywords into your PPC campaigns to capture the attention of shoppers looking for deals. Keywords like “Prime Day deals,” “Prime Day discounts,” and “Prime Day sale” can help you attract more clicks and conversions. Use Amazon’s Keyword Planner or third-party tools to find relevant keywords and add them to your campaigns.

Optimize Your Ad Copy and Creatives

Ensure that your ad copy and creatives clearly highlight your Prime Day deals and promotions. Use attention-grabbing headlines, compelling offers, and strong calls-to-action to encourage clicks and conversions. Test different variations of your ad copy and creatives to find the most effective combinations.

Adjust Your Bids and Budget

Increase your bids and budget for your Prime Day-focused campaigns to stay competitive and maintain visibility. Monitor your campaign performance closely and make adjustments as needed to ensure you’re getting the best possible results. Consider using Amazon’s dynamic bidding options to automatically adjust your bids based on the likelihood of a conversion.

But be careful, Amazon has expanded the dynamic bidding thresholds specifically for Prime Day 2024. For advertisers using the “dynamic bids – up and down” strategy, the maximum bid adjustment will temporarily increase from 50% to 100% for ads on “rest of search” and “product page placements” during Prime Day. This change will revert to the standard 50% after Prime Day ends.

Amazon recommends using dynamic bidding to enhance campaign performance and save time by automatically adjusting bids in real-time. This temporary expansion is designed to help advertisers capitalize on the increased traffic and potential sales during Prime Day, allowing for more aggressive bidding strategies to secure high-value placements during this period of heightened competition and consumer activity on the platform.

Track and Analyze Performance

Use Amazon’s advertising dashboard to track the performance of your PPC campaigns in real-time. Analyze key metrics like impressions, clicks, conversions, and ACOS (Advertising Cost of Sales) to evaluate the effectiveness of your campaigns. Use this data to make informed decisions and optimize your campaigns for better results.

Want to Have Even More Prime Day Success? 

Prime Day is a huge opportunity for you to boost your sales and gain new customers. By double-checking your inventory levels, utilizing social media platforms, and creating Prime Day-focused PPC campaigns, you can maximize your visibility and capitalize on the increased shopper activity. 

If the thought of an unsuccessful Prime Day 2024 makes you nervous, do what increasing numbers of Amazon’s top sellers do, reach out to the experts at Canopy Management. 

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate