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The Amazon Advertising Holiday Guide for 2018

It’s that time of the year again when the shopping behaviour goes crazy and the sellers go fanatical. For most sellers Q4 and the Christmas holiday season is the highest period of the year with Black Friday and Cyber Monday breaking sales’ records year after year. While I’m curious to see if it will also be the case this year, I’ve put together some guides for you to efficiently manage your Amazon Advertising campaigns.

Image of The Amazon Advertising Holiday guide 2018 AmazonPPC

  1. Use the type of ads that work for you

Sponsored products ads usually perform the best. If your objective is coverage though, it’s best if you combine them with Sponsored Brands and Product Display campaigns.


  1. Start your campaigns now

This is to ensure that the campaigns have some time to build relevance – remember that this factor is even more important than your bids. If you start your campaigns on Black Friday or Cyber Monday, these will not have built a strong relevance rank to run at full capacity.

Keep in mind that Black Friday 2018 is on Friday, the 23rd of November.


  1. Use smart messaging

While the Amazon creative guidelines don’t allow us to use keywords like “Christmas”, “Black Friday”, or “Cyber Monday” in the headlines, you can still use titles like “special offer”. You can find more ideas in this article: 12 Ad Copy Guidelines That You Need To Know To Get Your AMS Ads Approved.


  1. Increase your Budgets and bids

But do it smart – if you don’t have a high budget to spend, bid only for the keywords that have the highest conversion rate. Also, add negative keywords to your sponsored Products campaigns. This way you ensure you are optimised towards the best performing searches.


  1. Use the AMS stores with your campaigns

Link your Amazon advertising campaigns to a well-designed AMS store. Add your full list of products by grouping them strategically in a manner that is easy to understand and follow by the users. I can help you with that. Get in touch for more information and see an example below:


  1. Combine your campaigns with price promotions

Consumers are expecting price promotions and most brands and sellers will have discounts on their products. If you can afford it and it is profitable, use deals of the day, coupons, deals of the week, or any other Amazon promotion. Combine these with your Amazon advertising campaigns to ensure that you are getting the best visibility. From my own experience, I can tell you that the right promo, combined with the right campaigns, can bring an uplift in sales of over 1000%.


Follow these guidelines and you are covered for the holiday season. And, as always, I am here if you need any help creating, managing, or optimising your campaigns.

18 thoughts on “The Amazon Advertising Holiday Guide for 2018”

  1. You really make it seem so easy in your article. I am looking forward for your next post, I will try to get the hang of it!

    1. Thank you for the feedback, Belva. Keep watching the blog for new tips on how to sell more via Amazon Advertising.

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