As people gear up for Q4 and have their campaigns prepared for the rock n roll of the last quarter, we at Sellers Alley would like to share three easy steps for anyone interested in having profitable three months on Amazon:
Step 1 – Adjust your daily budgets
We would recommend relying on campaign level daily budgets, rather than daily budget caps, to control your ad spend in the last quarter of the year. If a campaign is running out of budget with a low ACoS – increase your budget. However, if a campaign is running out of budget with a high ACoS (over 40% typically), take care of your bids and spenders among keywords!
Step 2 – Push campaigns
If you want to have growth, you must have push campaigns rolling! Those are the campaigns with ad groups of less than five keywords which are only in exact match type. The bids and daily budget should be more aggressive and please, please, please (…) make sure you are ranked AT LEAST on the first page for that product with each of those keywords. People sometimes explore different keywords via push campaigns without being ranked. Never do this. There are other campaigns you should have in place which do the discovery for you. Push campaigns are there for the sales.
The most important step by far is …
Step 3 – Set your goals
This step may sound trite but very few people do this. Perform an analysis of your past performance in Q4, look at your strong sellers, look at the spenders, check out the competitive landscape. Do not expect anything out of this quarter before you do your homework. It is crucial to at least have a range you are shooting for in terms of sales, ACoS, spend, real ACoS, orders… Brake down the metrics and goals. Often, we find that people don’t have any “spikes” but an overall increase in business which is gradual and isn’t noticeable unless you track everything diligently. Do not mistake a seasonal product with the performance of your whole portfolio!
That being said, have a great time this quarter and if you have any questions, we would be more than happy to help!