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Joining Danny this week is Liz Adamson (Egility), Destaney Wishon (Better AMS) and Nadine Schöpper (Bid X) to discuss all the numbers from the biggest weekend of the year. How plenty of money was left on the table Cyber Monday, and they get in the weeds on what you should do for the remainder of Q4 and tips for 2020.
Background
- Liz Adamson (Egility)runs a digital marketing agency
- Destaney Wishon (Better AMS) does Amazon advertising.
- Nadine Schöpper (Bid X) automates ads on Amazon.
Data Review: Cyber Monday and Black Friday
- Black Friday and Cyber Monday: average spend is higher for Cyber Monday.
- Cyber Monday has higher sales.
- Those running deals got high sales for Thanksgiving through Black Friday. This depends on the category.
- Those who invested bigger on running sales saw the highest increase in sales.
- There are products that do not suit these week like cleaning products.
- Bid strategy: do not increase bids unless it is something you want to push.
- Cyber Monday: tech and tech accessories saw the biggest sales.
- Non-gift items see not much increase
- This is the giftables season!
- There is a halo effect in between these two dates.
- Software perspective: Higher Sales on Black Friday
- ACoS dropped on Black Friday.
- People look for new products the week before Black Friday.
Next Year: Suggestions
- Run coupons or small promotions on Cyber Monday — not need to be as expensive.
- Do not underestimate the traffic.
- High campaign budget but keep your bids where they are. Impressions increase a week before.
- Adjust your strategy — over the weekend, provide for extra head room on your budget.
- Watch your budgets closely all the way to the evening after the office hours.
- Watch ACoS closely.
- January can be a super solid month.
- Maintain your focus and make sure you have cash at the end of Q4 for restocking.
- Choose your battles — target where you are best in terms of re-tageting audience.
- Start collecting your data, get videos up.
- Break out ad groups.
Next Year: Goals and the Future
- Get on DSP — there are countries that do not like ad sponsored brands so that opens up a new strategy.
- Get into other platforms — new platforms like TikTok get on them early while it is cheap to advertise on them.
- Storefront features that make it more interactive – invest on storefront.
- Sponsored display — big things are coming.
- Chatbots – more features.
Check out the PPC Series FIRST installment of our series HERE: https://sellersessions.com/amazon-ppc-campaign-set-up-keywords-first-approach/
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Connect with our guests:
- Liz Adamson (Egility) – Liz@egility.com
- Destaney Wishon (Better AMS) – https://betterams.com/home
- Nadine Schöpper (Bid X) – Nadine@bidx.xyz
- https://www.bidx-tool.com/en/index.html
Connect with SellerSessions and DATABrill:
- https://sellersessions.com/agency/
- Email: Danny@databrill.com
