Prime Day 2019: A 48-Hour PPC Checklist for Sellers

Amazon has confirmed that Prime Day 2019 will run for 48 hours, starting July 15 and ending July 16. That is longer than last year, which means more traffic, more deals and more competition for every ad click.

With only a few weeks to go, here is a practical PPC checklist to help you make the most of it.

Three weeks out

Check stock

The worst thing that can happen on Prime Day is running out. Look at your sales from last year’s event and your growth since then. If you are short, send more now. Amazon warehouses get busy before big events and check-in can take longer than usual.

Fix your best listings

Ads only work if the listing converts. Make sure your top products have strong main images, clear bullets, Enhanced Brand Content and good reviews. Our EBC guide can help.

Clean up campaigns

Download your search term report. Add negative keywords for terms with lots of clicks and no sales. Move your best converting search terms into exact match campaigns so you can control bids during the event.

One week out

• Raise budgets slightly on your best campaigns to build momentum.
• Launch Sponsored Brands campaigns on your main keywords if you have Brand Registry.
• Make sure any coupons or deals are approved and scheduled.
• Note your current numbers, such as daily sales, ACoS and organic rank, so you can compare after.

During the 48 hours

Never run out of budget

This is the most common mistake. Traffic spikes, campaigns hit their daily budget by lunchtime, and you miss the rest of the day. Raise daily budgets on your top campaigns, often to two or three times normal, and check them several times a day.

Bid up on what already works

Prime Day shoppers are ready to buy, so conversion rates rise. Put extra bids on exact match keywords that already convert well. This is not the time to test new keywords.

Protect your brand

Competitors will bid on your brand name. Make sure your branded keyword campaign has plenty of budget so shoppers searching for you find you first.

Watch ACoS, but do not panic

Cost per click often rises during Prime Day. ACoS may go up too. What matters is total sales and whether the extra sales improve your organic rank afterwards.

After Prime Day

• Lower budgets gradually. Dropping them overnight can lose the rank you just gained.
• Review search terms. Event traffic brings lots of new terms. Add negatives and harvest winners.
• Compare results. Look at total sales, ad sales, ACoS and organic rank before, during and after.
• Restock. Check inventory right away so you do not stock out in the weeks after.

The bottom line

A 48 hour Prime Day rewards sellers who prepare. Stock up, clean up your campaigns, raise budgets for the event and keep pushing for a few days after. Need a hand? See our Amazon PPC management service or request a free audit.

FAQs

When is Prime Day 2019?

Prime Day 2019 runs for 48 hours, from July 15 to July 16.

Should I raise my bids on Prime Day?

Raise bids on keywords that already convert well. Conversion rates are higher during the event, so proven keywords are worth more.

How much should I increase my budget?

Many sellers raise daily budgets on their best campaigns to two or three times normal so they never run out during peak hours.