Amazon Ad Strategies That Work During COVID-19

In March, we created a HUB of COVID-19 content to offer guidance to our clients and readers. Months later, we decided it was a good time to check in with our Amazon advertising experts to find out which Amazon advertising strategies have been the most successful throughout the pandemic.
Largely due to the COVID-19 response, some online businesses are experiencing an uptick in traffic and purchases due to a rise in online shopping habits and stimulus checks. According to reports, there’s been a 129% year-over-year growth in U.S. & Canadian e-commerce orders as of April 21 and an impressive 146% growth in all online retail orders.
This campaign was a success because customers who had previously looked at the product detail pages (but did not make a purchase) returned to make a purchase on April 16th. Through our Ad Console and DSP efforts working together, we were able to actively get in front of the consumers and attribute the purchase to the ads that were clicked-on when they were ready to make their purchase. 
 
As advertisers look towards Prime Day (expected in September) we reflect on advertising investments and strategies that are actively driving purchases and how brands can leverage them to succeed throughout the year.

Amazon Advertising Expert Q&A: Navigating COVID-19

 
As we know, each business is different and is having a different experience during this time. I work with each business directly and the advertising strategy has been tailored to meet the needs of each business. Below are a couple examples of brands that we are working with that are experiencing growth during COVID-19:
 

Q. Did you have any concerns about COVID-19 and the impact it would have on businesses selling on Amazon?

Of course, it can vary by category (for example, CPG businesses saw the greatest positive impact during the first few weeks due to panic buying of products). Over time, as work-from-home mandates became more extended, we are slowly reaching a point of normalcy – meaning that consumers are making fewer panic purchases.
 
If you would like to learn more about how to improve your advertising strategy on Amazon visit our recent post, “Next Steps For Amazon Advertisers in Wake of COVID-19“

Q. How does Tinuiti work with businesses to navigate a strategy during a pandemic?

Why was this campaign a success?

 
Tanya Zadoorian, Senior Specialist, Marketplaces at Tinuiti shares her take on how the pandemic is impacting businesses on Amazon and what Tinuiti is doing to help brands navigate this time of uncertainty.

International Coffee Brand Increases New-to-Brand Purchases by 48%

Here’s how Sponsored Brands work, their new features, and seven ways to optimize your campaign performance.
We increased our investment in Sponsored Brand campaigns across both branded and category keywords knowing more traffic was coming to Amazon during this time.
We increased our investment in Sponsored Brand campaigns across both branded and category keywords knowing more traffic was coming to Amazon during this time.
Advertisers are increasing investment in the Amazon DSP, which allows brands to use Amazon targeting capabilities in showing ads not only on Amazon owned-and-operated web properties.
 

 
As early as February, an international coffee brand [client name is confidential] started to see a surge in product demand as consumers shifted to bulk ordering products online.
 
The main concern I had and still do is product manufacturing and inventory levels at Amazon warehouses. We’ve seen the demand increase on Amazon across most categories with the goal of having sufficient inventory to keep up with the demand.
Our Strategy:

Q. Can you offer any tips for businesses that are struggling during COVID-19?

Below we highlight client success stories as well as feedback from our leading experts.
 
The main underlying goal is to focus our advertising efforts on products that have healthy inventory levels and shipping windows (limit the advertising efforts of a product that has a shipping date two or more weeks out as that can negatively impact conversion rate). 

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