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Are You Ready for Prime Day 2018?

Amazon Basics / June 25, 2018

While the date for Prime Day 2018 hasn’t been officially announced, someone at Tech Radar stumbled across a banner stating that Prime Day 2018 would be starting at noon on Monday, July 16th and running 36 hours until midnight on Tuesday, July 17th. Again, while this hasn’t been officially announced or confirmed, many people across the Internet feel that this is very likely the date for Prime Day 2018.

In order to get ready for Prime Day 2018 as an Amazon Seller, you need to decide what goals you want to achieve so you can formulate your strategies accordingly. If you want to drive more sales as your priority, focus on keywords that have a lot of clicks that convert into sales. Track your ACoS (advertising cost of sales) and set a target ACoS that will help you reach your sales goals. If you are wanting to create or increase brand awareness, focus on getting the most impressions or the number of times your ad is displayed. Try adding more keywords related to your products and set strong cost-per-click (CPC) bids to help you win more keyword bids and boost impressions.

If you are new to advertising on Amazon, you’ll want to use a combination of automatic and manual campaigns, so you can increase your sales and reach the most customers. You’ll need to select your best performing keywords from your automatic campaigns and add them to manual campaigns before Prime Day 2018. Sellozo’s platform automatically performs this action, so you don’t have to worry about switching them over by hand. It’s best to add at least 50 keywords across your campaigns so you can reach more customers. Make sure your campaigns don’t have an end date, so you don’t miss out on any post-Prime Day shoppers who come back to view your items.

There are many aspects to consider when strategizing for Prime Day 2018, so we whipped up a checklist to make it easy for you to get everything ready!

Optimize Product Listings

Title: Titles should be between 50 and 100 characters and should include that product’s most relevant keywords as well as identifying product information. You should not include promotional messages, overstuff with keywords or use ALL CAPs.

Bullet points: Product Listings should have 3-5 bullet points with less than 120 characters each. These should include customer benefits, uses for the product, and any compatibility information.

Keywords: Targeted keywords should be included in the Generic Keywords field. You should consider how often customer are searching for those keywords and which products are currently ranking highly for those searches.

Images: Add 2-5 extra images of your product, along with your main image. These should all be high-resolution and highlight product features, lifestyle shots, and other important factors.

Product description: This should highlight major features of the product and warranty information (if applicable) while staying under 500 characters.

For more information about optimizing your Product Listings, check out this blog.

Optimize your Amazon Advertising

Start Amazon Sponsored Product campaigns for Prime Day at least two weeks ahead of time in order to give yourself time to analyze the data and make adjustments as necessary. Assuming that Prime Day 2018 will fall on July 16th, this means you should start these campaigns by July 2nd! It’s advisable to use a minimum budget of $100 in order to get the most data possible and be able to make educated decisions about adjustments. Amazon recommends that your daily campaigns should be set at least 200% higher on Prime Day so your ads don’t run out of budget early in the day and miss out on possible sales.

It’s best to use a mix of keyword match types in order to get your ads displayed as often as possible. Also make sure you have added negative keywords to campaigns to make sure your ad isn’t being shown in unrelated searches. Sellozo’s platform can automatically identify negative keywords and mark them for you, so you don’t have to scour through spreadsheets to find keywords to mark as negative.

On Prime Day, it’s important to monitor the following things throughout the day to make sure you get the best results possible:

Monitor daily budget: Increase budgets when needed to make sure customers are reached throughout the day. You can setup automatic notifications for Sponsored Products, so you don’t miss out on any opportunities.

Monitor impressions by keyword: If impressions get too low, increase bids to keep reach at a maximum level.

Monitor click-through rates: If your click-through rates get too low, increase bids for keywords to remain competitive.

Monitor sales by keywords: When specific keywords start performing well, you should think about increasing the bids to help maintain or win additional impressions on those keywords.

Build and Optimize your Amazon Store

Building an Amazon Store showcases your brand and products, and provides an “in-store shopping experience online” for customers. Your Amazon Store will help encourage customers to learn about your brand, look through all of the products you offer, watch product videos, and show best-selling items and recommendations. Create a product catalog with high-quality images. Make sure your pages are desktop and mobile-friendly. You can use Amazon’s easy-to-use, intuitive Store Builder to design a unique store experience. You’ll be able to use your unique URL to drive traffic from other sources like social media, blogs, etc. You can feature your Amazon Store with Headline Search Ads to drive traffic to your store.

Once you’ve created your Amazon Store, you’ll have access to a dashboard. This dashboard will show you which sources are driving the most traffic, measure visibility, and analyze other metrics. It’s important to continually improve your Amazon Store in order to provide the best experience for potential customers.

Here are a few ideas to overcome common issues with Amazon Stores:

Low daily traffic: try using social media or advertising campaigns to boost traffic.

High traffic but low sales: change up your store design to target what converts well. Feature products that sell.

High conversion rates on specific pages but low overall traffic: consider adding more sources and redirect traffic to pages that perform well.

High traffic on specific pages but low sales: focus your store design on products and relevant information. Too much content without featuring specific products can deter customers from purchasing.

No traffic or sales on specific pages: drive customers to these kinds of pages in your advertising campaigns and/or social media posting. Also try modifying the order your pages are in to make them more visible in your store. Mobile devices only show your first two pages in the menu, so on mobile some pages may be harder for customers to find.

Make Sure you’re Ready

With tens of millions of Prime members purchasing products last year, which was more than 50% higher than in 2016, it’s vital to make sure you’re properly prepared for Prime Day 2018. By staying on top of your product listings, Amazon Store and advertising campaigns, you’ll be all set to reap the rewards on Prime Day.

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