First of all, it is important to understand that our bid automation (Autopilot and rule based automation) are not taking these Peak Shopping days into account in their seasonality model. The reason for this is that we have not found any reliable patterns in past Peak Shopping days.
Rest assured: our bid automation is taking general seasonality into account i.e. our software will adjust the bids according to your overall seasonality. It is only the two Peak Shopping days that are not considered in the seasonality.
Second, we don’t expect last year’s Prime Day performance to be a reliable predictor of this year’s. We know, for instance, that CPCs have now mostly recovered to their pre-pandemic levels. That’s why our strategic recommendations below are based on a 2019 internal Sellics study on Prime Day behaviour.
But here’s what’s new in 2021: an increase in trust in online shopping. More users are willing to purchase higher-ticket items online. And, there are more Prime members than ever before - an additional 30 million were added in 2020. These factors combined could mean your best Prime Day performance yet, with our help.
To make the most of this opportunity, we’ve put together the following recommendations for manual adjustments (on top of the automation) to get the most sales* on Prime Day:
Increase bids the day before Prime Day:
by at least +25% (especially for your products with deals and for your products that sell for >$50).
Increase budgets on the day before Prime Day:
by approximately +400%. In 2019, we saw an increase in spend by about 2.5x. With an increase of 400% we expect that you will be on the safe side.
After Prime Day, we suggest reverting those changes. At the least, we recommend reverting the budget increases by reducing the budgets by 65-75% the following day when there is likely to be “shoppers fatigue”. In general, we recommend monitoring budgets on a daily basis to ensure that you do not run out of budget.
Reverting the bid changes is less critical as our bid automation will do this on your behalf**. However, our automation is designed to make gradual changes instead of drastic changes. Thus, if you want to revert your bid increase immediately, we suggest you do this manually. If you are ok with a gradual decrease over 2-7 days, you may leave it to our automation.
Manual changes can be implemented easily in bulk using Sellics
Our suggested changes can be implemented with Sellics in a matter of a few minutes by using our bulk bid changes and our bulk budget changes feature. Please find a detailed explanation as well as a step-by-step video guide here: Tutorial: on how to bulk edit campaign budgets and target bids
Please reach out to your dedicated Customer Success Manager / Strategic Account Manager if you have any additional questions.
Thank you and happy selling!
Summary of suggested changes
The day before Prime Day
The day after Prime Day
Increase by at least 25%
Potentially revert the bid increases***
Increase by approximately 400%
Potentially revert the budget increases***
* Our suggestions are aiming to maximize sales. Increasing your bids can lead to higher ACOS. That said, we have experienced a drop in ACOS during the Peak Shopping days in 2019 despite higher CPCs as conversion rates and sales prices increased.
** only for ad groups that are automated with Autopilot or bid rules that decrease bids
*** note that reverting a bid increase of 25% requires a decrease of 20%, not 25%! (+400% decrease by 300%)