Amazon Ads Strategies During Q4

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November 9, 2021

Holiday season campaigns leverage the high traffic on the Amazon platform during Q4 and can capture customers shopping across categories and in various stages of the consumer buying process. Compass Marketing can help you achieve your holiday goals on Amazon.

The holiday season on Amazon kicks off with what is called the “Turkey 5,” which are the five days stretching from Thanksgiving Day to Cyber Monday, and concludes at the end of Q4. However, savvy brands prepare holiday campaigns leading up to the holiday season, nurturing consumers through the season, and advertising last-minute deals and end-of-season promotions. These campaigns leverage the high traffic on the Amazon platform during Q4 and can capture customers shopping across categories and in various stages of the consumer buying process. In 2020, independent sellers on Amazon saw sales grow over 50% during the holiday season,⁴and, in 2021, Amazon delivered 1.5 billion toys, home products, beauty and personal care products, and electronics worldwide.¹

39% of US consumers start holiday shopping in October.² This early holiday shopping is further reinforced by data from seoClarity. The firm found searches for “Christmas gifts” more than doubled from about 40,000 in September 2020 to 110,000 in October 2020, and peaked at about 550,000 searches in December 2020.²Additionally, Compass Marketing has found that during the holiday season, the top-selling categories included Grocery and Gourmet, Beauty and Personal Care, and Electronics.

Savvy brands prepare holiday campaigns leading up to the holiday season, nurturing consumers through the season, and advertising last-minute deals and end-of-season promotions.

What does this mean for brands selling on Amazon in Q4? Compass Marketing recommends that brands across categories employ a robust Amazon advertising strategy to capture holiday shoppers. We leverage three simple strategies, shown in the image below, during the holiday season. These steps ensure products are retail ready, optimized for the Amazon algorithm, and presented to the right consumers through targeted advertising.

Based on our clients’ needs, we recommend various strategies focused on different parts of the consumer funnel. For brands looking to drive sales, we focus on the bottom of the funnel using ad tools that feature competitive retargeting like Demand-Side Platform (DSP) or Sponsored Display. For brands looking to grow brand awareness, we recommend focusing on the top of the funnel with Amazon Ads options such as Sponsored Brands used in conjunction with Stores and Video. Finally, for brands looking to build brand loyalty, Compass Marketing recommends using a mix of ad options that include tactics that touch on the entire consumer funnel such as Sponsored Products, DSP, or Sponsored Display.

Compass Marketing is a proud Amazon Ads partner, and we use our expertise to help brands win on Amazon, tailoring strategies to our clients’ needs and their specific categories. This knowledge is especially critical heading into the holiday season when the Amazon platform becomes even more competitive. We take a comprehensive approach to content on Amazon while continuously monitoring and optimizing content for our clients. This guarantees products are differentiated with seasonally relevant messaging and appropriate and timely deals and promotions to increase conversions. Let us help you achieve your holiday goals on Amazon.

SOURCES

¹Berthiaume, D. (2021, September 3). Survey: Amazon will benefit from strong online holiday season. Chain Store Age. https://www.chainstoreage.com/survey-amazon-will-benefit-strong-online-holiday-season

²Eng, H. (2021, September 10). The holiday shopping season starts earlier than you might think. Amazon Ads. https://advertising.amazon.com/en-ca/blog/retailers-holiday-shopping-season

Contributors

ZACH GARTEN

Zach is an eCommerce Strategist with extensive experience growing and transforming brands through eCommerce.

KIMBERLY REACH

Kimberly is a copywriter at Compass Marketing. She helps brands build relationships with consumers across platforms with authentic copy and strategic recommendations.

KEELEY SMITH

Keeley is a graphic designer at Compass Marketing. She helps brands tell their stories through persuasive and engaging design.

WE ARE HERE TO HELP

Compass Marketing can help you discover opportunities for your brand. Our account managers and eCommerce experts use a holistic approach based on data and insights to help guide brands to success. If you would like to learn more, please reach out to info@compassmarketinginc.net! We are always happy to help and would love to learn more about you and your brand.

ABOUT COMPASS MARKETING

We are dedicated to making brands more valuable by combining the very best in insights and experiences with unmatched human interaction. Our team of sales, marketing, and digital experts is dedicated to growing our clients’ market share and building brand equity. We combine art and science—pairing the personal expertise of our team with proprietary technology—to help brands grow quickly and efficiently. As an Amazon Ads partner, we can help brands realize significant growth on one of the world’s largest eCommerce retailers.

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POST TAGS: #COMPASSMARKETING, ECOMMERCE, HOLIDAYSEASON, Q4

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