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Q4 PPC Strategies



Before the prime day event / Lead in Prime Day Event

  • Identify Top performing ASINs or unadvertised products where you want to run the deals and discount 
  • Launch New Campaigns like SP Auto , SD Remarketing , SB Video via AMS for deal ASINS two weeks prior to Prime Day and optimize through Bulk Actions to adjust bids, placements, and keyword harvesting regularly for optimization
  • Leverage Heatmaps to set Placement & Budget Dayparting rules to ensure your products remain on Top of Search (TOS) and avoid risk of going out of budget during exceeding peak hours and reduce spend during off-peak hours to avoid wasting budget
  • Any ASIN with high Organic rank where you are not running a deal, reduce the bids for corresponding campaigns
  • Do Not run out of inventory - Enable Inventory Automation Alerts - Set up alerts when inventory falls below a defined threshold. Automatically pause campaigns or ad groups tied to low-stock ASINs. Resume them when inventory is replenished.
  • Prioritize Search term keyword harvesting from Auto campaign and add them to manual campaigns in exact-match keywords to expand audience and enhance visibility for your products
  • Optimize Keyword Strategy by reducing bids/pausing broad match type to avoid wasteful spend
  • Exclude low performing keywords with high spend and no or low sales by adding them as Negatives
  • Add the AMC audience in your campaign and track its performance separately  using bulk action
  • Use inserts in product packaging to get max reviews


During the prime day event / In- Event

  • Do Not run out of Budget - Enable performance based budget automation or dayparting on your campaigns
  • Monitor Real-Time Keyword Ranking with Live Ads: Utilize Live Ads feature to track keyword rankings in real-time and instantly adjust bids for low-visibility keywords
  • Maximize Efficiency with Bulk Actions by initiating quick bid adjustments, keyword refinements, and campaign optimizations at scale
  • Track Competition with Share of Voice and Live Ads - Monitor competitors’ ad visibility using Share of Voice Report in live ads. Stay competitive and protect your category share


After the prime day event / Prime Day Lead -out

  • Scale down your bids after the event to continue engaging with the shoppers
  • Take a stock of returns



GIF Opportunities by Amazon to implement for better performance

SP Growth Opportunity 

● Identify ASIN with Units Sold >= 2 in last 30 Days OR >=1 Unit in last 7 or SP Unadvertised days 

● Create SP campaigns by considering the identified ASINs 

● Create new single ASIN Ad groups in new SP campaigns to help increase potential impressions 


1. Increase Budget for Top Performing SP , SB & SD Campaigns 

● For campaigns with high ROAS and regular budget utilization, increasing daily campaign budgets higher than average daily ad spend can help ensure they stay active 

● Identify Campaigns with ROAS >= 0.8 Advertiser ROAS , Avg. Campaign spend >= 500 with >70% Budget Utilization and Avg. campaign spend >=300 with >50% budget utilization 

● Increase budgets of these identified campaigns by 1.5 x Base Budget (Automation ) 


2. Create SD Views Remarketing campaign 

● Identify ASINs with Units Sold >= 2 in last 30 Days and >=1 in last 7 days

● Create SD campaigns for the identified ASINs (Best Practice: Utilize campaign creation strategy of 1 ASIN - 1 Ad Group) 

● SD GMS-Weighted ASIN Remarketed with impressions (GMS of ASINs with >=1 SD remarketing impressions / GMS of all ASINs 

● Also Optimize the current campaigns to drive SD impressions 


3. Top of Search Multiplier 

● Increase Top of Search multiplier to leverage strong campaign performance

● Identify Campaigns with > 1.3 ROAS , Campaigns with null OR TOS modifier < 15 as of Base Date and Campaigns with > 0.8 Advertiser ROAS having Avg Spend > 300 

● Increase TOS Modifier - Recommended 50% or more 

● % Revenue covered in TOS adopted campaign (Ad revenue covered under campaigns with TOS bid modifier > 15% / Ad revenue from TOS eligible campaigns) 


4. Create New Campaigns for SD Ad Ready ASINs 

● Ad-Ready New ASINs Advertised with impressions Ad ready advertised with T7D GMS >=1 unit, ASIN launched in T90 


5. Audience Adoption

● Adopt Audience Bid Modifier on Amazon built Audiences

● Identify more than 2 campaigns which audience

● Campaigns delivering >1 impression from the Base Date