How to (Effectively) Advertise on Amazon During Black Friday Weekend

Katie Brown

November 16, 2021

Continuing our Holiday Advertising Series, we’re walking you through each week of the holiday season and how to adjust your advertising strategy accordingly. From budgets to messaging, learn what to keep in mind this holiday season.

Cyber 5 is here! That magical shopping period from Black Friday to Cyber Monday. Like we mentioned last week, Amazon reports that 41% of holiday purchases will happen in this five-day period called Cyber 5 or Turkey 5.

From an advertising perspective, this significant increase in purchases means an increase in traffic and competition. So, it’s important to plan your strategy ahead of time and be prepared to spend heavily on your most important terms and products.

Hopefully, in the weeks leading up to Cyber 5, you’ve been focused on top-of-funnel strategies so new customers and browsers have your products top of mind. Now, you can get serious about bottom-of-funnel strategies and convincing browsers to convert. Let’s dive into the strategies and optimizations you should use and make to maximize your sales during Cyber 5.

Should you advertise during Cyber 5?

Not every product needs promotion during the holiday shopping period. Categories such as supplements or groceries benefit from the increase in traffic, as customers will likely add their usual purchases to their carts, but there’s not necessarily a lift in sales. If your product is not a seasonal item and will not have a discount running, it’s not recommended to drastically change your advertising strategy. Remain mindful of rising traffic & CPCs but don’t plan for significant increases. If advertising isn’t your best move, check out other best practices for the holiday season to continue driving sales.

If your product is not seasonal but will have a discount running, consider increasing your bids so your offer is at the top of search for the most relevant keywords. This is a great way to drive awareness of your brand with an initial purchase at a lower price point. Just remember, your keyword bids will need to be higher to maintain top of search and page 1 placements. We’ll dive into this more later on.

If your product is seasonal and/or will have a discount running this is your time to shine! Consider which products you need to move through and which are most relevant to holiday shopping, evaluate the top terms for those products, and be prepared to spend, spend, spend.

Holiday shopping days require bigger budgets

The next thing to consider during this time-period is your budget capabilities. With the surge in traffic and clicks, you’ll need to spend more than usual to cover all the extra customers browsing their options. Amazon reports that 44% of holiday shoppers are highly likely to make a purchase from an ad on Amazon during Cyber 5—consider how this influx will impact your click through rate.

In addition to more clicks, there is more competition, meaning your bids need to be higher to win on the most important terms. Over the last 30 days, we’ve seen CPCs increase up to 45% for seasonal brands during building up to holiday traffic. This trend will only continue through Turkey Day and Cyber 5. Take the time, each day, to review your bids and impressions. If impressions are not growing, test a higher bid to win placements.

Amazon recommends adjusting bids & daily campaign budgets 200-500% higher than your usual inputs. At Pattern, we set daily budgets to at least 3x the usual needed budget. For some products and budgets, this is a drastic increase, so carefully consider what you can afford to spend based on your catalog and your inventory availability—you’ll want to avoid common holiday stockouts.

Something else to consider during Cyber 5 is the need to keep your campaigns live all day. As other advertisers run out of budget due to the traffic, CPCs decrease. This also lines up with peak shopping time—the golden hours of 7-11 pm. This period is especially profitable as shoppers are rushing to take advantage of deals before they run out. Capitalize on this daily shift by advertising heavily the last half of the day when the competition is offline and customers are scrambling for deals.

Win the top-of-search placement

Like I mentioned before, it’s critical to get your product in the top of search placements. You want the most visibility for your offer as possible, and this is the prime spot for impressions from qualified audiences. Be strategic about which terms you want to win; Cyber Weekend is not the time for learning. Use a search term report from the last 3+ months to determine your most profitable, relevant terms. Once you have narrowed down the list of terms, consider increasing each of their bids by 100%+.

Once your bids are set, manually search the term yourself and ensure that the right product is in the number one placement. If you are not appearing as high as you would like, go back to your bids and increase slightly, repeating until you are satisfied with your position. It might sound intense, but repeating this exercise hourly (or at least several times) throughout Black Friday or Cyber Monday can help you ensure your budget is spent well and your product is positioned for maximum purchases. This is the most thorough way to make sure your product is being seen by the right customers at the right time.

Implement full-funnel strategies

Top-of-search placements are great for top-of-funnel audiences but there is so much more happening on Amazon during this time period. It’s most ideal if you’ve been generating brand awareness through Sponsored Product campaigns in the weeks prior, and you can now utilize mid- and bottom-of-funnel strategies.

Customers who have viewed your detail pages or brand store in the 30-day window prior to Black Friday are considered mid-funnel. Set up Sponsored Display views remarketing campaigns on your top ASINs with a 30-day lookback window. This will place your products back in front of these audiences who have not yet converted but are now ready to buy. At Pattern, this would be labeled a consideration strategy, right in between true awareness and full brand defense.

Next to consider are your existing customers who already know your brand. It’s important to keep other competitors from disrupting their brand loyalty. I recommend launching Sponsored Product brand defense campaigns that safeguard your most important branded terms. You can also use this as a way to build awareness of the products in your catalog that have discounts running.

And finally, retarget those loyal customers who have purchased from you in the past. It’s likely they are willing to repurchase or gift the same item that they love, as a gift for someone else (especially if they see a great deal). Use a Sponsored Display purchaser retargeting campaign to target customers who have purchased your discounted or top products in the last 30-days. Amazon will serve them ads on-platform that will drive them back to the detail pages of your products.

There are countless other ways to creatively use Amazon’s Sponsored Ads during the Thanksgiving holiday weekend. My recommendations today are the most critical but consider using Sponsored Product product targeting or Sponsored Display cross selling or a multitude of other creative strategies to win the most ad real estate for your products. Not sure you have the time to dedicate? Consider working with an advertising partner to handle the workload.

Consider your messaging & creative

While Amazon has minimal options when it comes to messaging and creative, it’s important to capitalize on the levers you do have. Sponsored Brand and Sponsored Display ads now have the option to include lifestyle imagery. It’s been rumored that Amazon is more likely to serve these ads as the image option is in beta and they want to push the new feature. Consider adding relevant product or lifestyle shots for these campaigns. In the ad copy, use headlines that refer to the season or giftability of the product.

This is also the time, if you haven’t already, to launch seasonal Sponsored Brand Videos. This ad type is a great way to earn more ad real estate on critical terms and educate customers on your product. Bonus points if you have creative that showcases the product as a gift!

Keep the advertising momentum rolling

Cyber 5 is a conversion heavy time period. Customers have sought out the products they want and they are ready to convert on the best deals. But that’s not the end of the shopping period. In fact, 3 in 4 holiday shoppers will continue their holiday shopping after Black Friday and Cyber Monday. It’s important to maintain your holiday advertising strategies all the way through to Christmas Day. Check back for the next installment of our Holiday Advertising Series for more insights on how to drive traffic post Cyber 5.

Interested in more immediate expert strategy for holiday advertising on marketplaces? When you partner with Pattern you work with experienced advertisers who can tailor your advertising approach to your industry, category, and budget. Get in touch today.

Check out the rest our our Holiday Advertising Series:

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Sept 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)