When to create new campaigns on Amazon

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A solid Amazon advertising campaign strategy is constantly evolving. Along with this evolution come new goals, updates and changes to existing campaigns or campaign structures. So when is the right time to launch a new campaign on Amazon?

We are often asked these questions:

  • How often should new Amazon campaigns be created?
  • If I launch something new, will it outperform or surpass the old?
  • What’s the best way to transition from one campaign to another?

As an account manager, it is my responsibility to implement changes to a client’s account in the best way possible, preserving existing data but keeping the strategy fresh and competitive. When defining the strategy, we consider existing campaigns and the following triggers that would lead to the need to create new Amazon campaigns.

Triggers that launch new Amazon campaigns:

  • New campaign types or targeting options from Amazon
  • New goals – focused on keywords, audience or category
  • Launch of new product
  • One-time events
  • Creative changes

Let’s take a closer look at each of these triggers. Understanding each can help inform changes in strategy, campaign goals, and ad engine needs on Amazon.

New campaign types and targeting from Amazon

Amazon is continually updating existing campaign types with new targeting advertising features. As Amazon rolls out these new features, it’s important to test them with new campaigns to see how they fit in and support your brand goals on Amazon. The most recent change was the addition of contextual targeting for Sponsored Display campaigns.

New goals

As your business grows and changes on Amazon, your goals should also evolve. It’s critical to keep campaign objectives up-to-date and aligned with your business goals. Some of these new goals could include the need to move excess inventory, prospect new customers to the brand, or increase order value, etc. All of these goals would require different campaigns than the evergreen ones and would have different KPIs.

New product launches

As your Amazon catalog grows, your Amazon Ads campaigns should grow too. New product launches require significant investment to be successful on Amazon. Driving the speed of sales behind a new SKU is necessary in order to keep Amazon’s wheel spinning and gaining the ratings and reviews necessary for a new product to succeed.

Events

Throughout the year, certain events require additional budget, more campaigns, and different campaign strategies to take advantage of increased traffic on Amazon. An example of this could be campaigns dedicated to Prime Day exposure or a particular holiday shopping period. When these defining events loom, it’s critical for brands to create Amazon campaigns tailored to the volume and goals related to that particular shopping event.

Creative changes

Keeping content and creatives fresh on Amazon is key to keeping shoppers engaged and remembering your brand. As brands launch new content or even rebrand on Amazon, new campaigns may need to be created. Amazon has updated some campaign types to allow for creative updates after the campaign launches, but other types, like sponsored brand video campaigns, will need to be created from scratch when new video content is released. available.

With these triggers in mind, hopefully you have some clarity on when your account might support the launch of a new campaign or need readjustment. Creating new campaigns can be tricky, especially when we’re looking at performance against more historical campaigns. New campaigns require cultivation. They may have different goals than previous Amazon campaigns. It is therefore essential to take a step back when reviewing your campaign strategy and allow for change when evaluating new ads to launch.

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