High Season Success: A Step-by-Step Guide to Optimising Your PPC Campaigns

Anticipation is mounting as the e-commerce world gears up for the peak sales seasons. Amazon sellers, in particular, mark their calendars for events like Amazon's Prime Day, Back-To-School and Black Friday / Cyber Monday. Yet, to truly excel during these high-stakes times, understanding the rhythm of the shopping season is essential.

Enter the 3-phased cornerstone event strategy. It's a method that ensures your brand stays relevant not just during the main event but before and after as well.

  • Lead Up (2-4 weeks before the event): The phase where potential customers begin to engage, where the excitement builds. They're looking ahead, scoping out potential buys, and you want to be on their radar.
  • Cornerstone Event: Lead In. This is when the masses log in, wallets at the ready. Your brand and products need to be front and centre.
  • Lead Out (2+ weeks after the event): Think of this as the encore. Shoppers are still around, some looking for post-event deals, others reconsidering items they left behind.

8 Steps to Optimise your PPC Campaigns

With these phases in mind, let's dive into the 8 key steps to ensure your PPC campaigns are top-notch throughout:

  1. Build a Solid Foundation: Ensure your campaigns are set up appropriately. Each phase may require a different type of campaign. Diversify to meet each phase's demands.
  2. Stay Relevant: Keywords matter. In the Lead Up, spark interest. During the Lead In Event, create urgency. In the Lead Out, offer a reason to return.
  3. Be Dynamic: Monitor and adjust your PPC strategy. Allocate budgets with each phase in mind. Where are you most likely to get a bite?
  4. Bid Smart: During the Cornerstone Event, consider bidding more for high-performing keywords to ensure visibility. But don't neglect the other phases; find the balance.
  5. Set Clear Goals: Understand your desired Return on Ad Spend (ROAS). It can guide your bidding and budgeting decisions.
  6. Leverage Insights: Data is king. Look at customer behaviour during previous peak events. What worked? What didn't? Use this data for the next one.
  7. Build Synergy: Link campaigns to your brand store. Especially during the Lead Out phase, this can bring back customers who might want to explore more of what you offer.
  8. Experiment and Adapt: Continually test your ads. Different phases might require different ad formats or messages. Be ready to refine based on performance.

In wrapping up, a cornerstone strategy paired with these eight PPC ad steps is a recipe for success. They'll help ensure that you're not only visible but also compelling, every step of the way.

Need guidance in navigating these strategies? Don't hesitate to connect. Here's to a successful sales season. Happy Advertising !

Content provided by:

Sarra Maatallah

eCommerce Growth Strategist, Amazon Advertising Expert, Founder of eCommense – Amazon Full-service Management Agency.



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