As a seller, no matter how much you wish every day could be Black Friday, it’s just not how the calendar works. But guess what? The seller’s favorite day is back—Amazon’s Black Friday sale is right around the corner! Time to dust off those deals and supercharge your sales with targeted Black Friday PPC.

Last year, online shoppers in the US spent a jaw-dropping $9.8 billion on Black Friday, a 7.5% increase from the previous year, and this year promises even more action. With Amazon’s Black Friday sale offering sellers a golden chance to boost brand visibility, attract new customers, and drive those all-important sales, it’s time to gear up.

To help you out, this post dives into why Black Friday matters so much and how you can optimize your Amazon Black Friday ads to stand out in the crowded marketplace in 2024. We’ve also included a free Black Friday Amazon PPC optimization checklist to ensure you’re fully prepared to crush it this season.

What Is Black Friday?

Black Friday is no ordinary shopping day. Kicking off the holiday season every year on November 29, it’s a global outbreak of deals, discounts, and doorbusters. For Amazon sellers, Black Friday isn’t just about racking up sales. It’s about long-term wins like attracting new customers, building brand awareness, improving product rankings, and boosting profits.

It’s one of those days on which consumers want to spend on the best offers and are hunting for those offers online, so make them an offer they can’t refuse.

Why is Black Friday Crucial for Amazon Sellers?

Let’s break down why these days are more than just a sales bump:

1. Sky-High Traffic

Black Friday brings in millions of shoppers hunting for deals. Amazon becomes a treasure mine of discounts, and a well-executed Amazon Black Friday ads campaign ensures your products are front and center.

2. Opportunity for New Customers

These events attract new-to-brand (NTB) shoppers—people who haven’t interacted with your products in the last 12 months. Strategic ads like Sponsored Products or Sponsored Display ads can help you grab their attention and turn them into loyal customers.

3. Boosted Conversion Rates

With limited-time offers and irresistible discounts, shoppers are primed to buy. Optimizing your listings and bids during these periods will make sure you convert traffic into sales.

4. Improved Product Rankings

High sales volumes during Black Friday can push your products higher in Amazon’s search rankings, setting you up for continued success even after the sales are over.

5. Visibility Among Fierce Competition

While competition is fierce, sellers who prioritize PPC budgets and adjust bids smartly can maintain their visibility—and outperform competitors.

6. Revenue Explosion

Above all, these events are massive revenue generators. Sellers with well-planned Amazon Black Friday ads strategies stand to make the most of the holiday rush.

Your Gameplan: How to Optimize Black Friday PPC Campaign on Amazon

The following are the essential strategies to supercharge your Amazon Black Friday ads and stretch every dollar:

1. Increase Daily Budget to Handle High Traffic

During Black Friday, your budget strategy should prioritize top-performing campaigns or products with a proven conversion history. Ensure real-time monitoring to identify high-performing campaigns that warrant additional funds. Be prepared to adjust upward if unexpected opportunities arise.

Strategy:

• Analyze Historical Data: Examine Q4 metrics to assess traffic patterns and budget impacts from previous sales events.
• Plan Budget Increases: Boost daily budgets by 3-4X depending on the demand in your product category and projected ad spend.
• Prioritize Allocation: Focus on high-performing campaigns such as Sponsored Products, Sponsored Brands, and Sponsored Displays.
• Enable Budget Alerts: Set up Amazon’s notifications to avoid campaign interruptions due to depleted funds.

2. Optimize Bids for Top Keywords

Keyword optimization requires balancing competitiveness with profitability. Focus on high-converting keywords while keeping a close eye on rising CPCs. Use ACoS and ROAS metrics to evaluate bid changes’ effectiveness and adjust bids for terms delivering the highest ROI.

Strategy:

• Identify High-Performance Keywords: Use Amazon’s Search Term Report to find keywords with high conversion rates.
• Apply Tiered Bidding: Gradually raise bids for profitable keywords by 15-20% to stay competitive.
• Target High-Intent Searches: Focus on keywords like “Black Friday deals on ” or “Cyber Monday discounts [category]” for precise targeting.
• Monitor CPC Trends: Adjust bids dynamically to maintain competitiveness without overspending.

Also Read: Top Strategies to Improve Amazon Keyword Ranking and Drive Sales

3. Target Seasonal Keywords

Seasonal keyword campaigns require careful budget allocation and performance monitoring. Regular competitor analysis can highlight gaps in their strategy, helping you gain an advantage by refining your own seasonal targeting and keyword selection.

Strategy:

• Research Trends: Utilize Amazon tools and Google Trends to identify trending seasonal keywords like “holiday discounts” or “Black Friday tech deals.”
• Create Dedicated Campaigns: Run separate campaigns for seasonal terms to better control spending and performance tracking.
• Combine Keyword Types: Use a mix of branded terms (e.g., “[brand] Black Friday offers”) and non-branded terms (e.g., “holiday gifts for women”).
• Test Campaign Variations: A/B test seasonal ad copy to identify the most effective keyword combinations.

4. Run Sponsored Brand Ads & Sponsored Display Ads

Balancing investments in Sponsored Brand and Display Ads can enhance visibility and conversion rates. Sponsored Brand Ads build awareness, while Display Ads capitalize on retargeting potential. Monitor ad performance metrics like impressions, CTR, and conversion rates to identify the most effective ad types.

Strategy:

• Highlight Multiple Products: Use Sponsored Brand Ads to showcase up to three products or direct traffic to your Storefront.
• Create Eye-Catching Ads: Use high-quality visuals and persuasive copy emphasizing discounts.
• Expand Audience Reach: Use Sponsored Display Ads to target off-Amazon audiences who have shown prior interest in similar products.
• Leverage Behavioral Targeting: Employ contextual targeting in Sponsored Display Ads to reach shoppers based on browsing patterns and interests.

Also Read: Amazon Ad Types and their Benefits: A Complete Guide

5. Start Early with Pre-Black Friday Adjustments

Early preparation provides a competitive edge. Reviewing historical data ensures campaigns are optimized for high-traffic periods, while automated tools like Acosbot can help anticipate and adapt to market changes efficiently.

Strategy:

• Review Historical Data: Analyze last year’s Black Friday metrics to refine your targeting and bidding strategies.
• Anticipate CPC Increases: Prepare a robust budget to handle higher CPCs without disrupting campaigns.
• Use Automation Tools: Platforms like Acosbot can analyze historical performance and automate bid and budget adjustments.

6. Adjust Bids Dynamically to Stay Competitive

To maintain visibility, especially during peak shopping hours, dynamic bidding is essential. Automated systems help you adapt to changes in competition without manual intervention, ensuring your campaigns remain effective throughout Black Friday.

Strategy:

• Focus on High-Converting Keywords: Prioritize terms that have historically driven sales, increasing bids to maintain visibility.
• Automate Adjustments: Use tools to dynamically raise or lower bids during peak hours.
• Monitor Competition: Track CPC fluctuations and stay responsive to ensure competitiveness.

7. Optimize Product Listings for Conversions

Well-optimized listings convert ad traffic into sales more effectively. High-quality visuals and compelling descriptions can significantly impact your performance. Drive traffic to listings with the best chance of converting for the highest returns.

Strategy:

• Enhance Visuals: Use high-quality, holiday-themed images to make listings more appealing.
• Refine Copy: Highlight holiday promotions, shipping details, and time-sensitive offers to drive urgency.
• Focus on High-Performing Listings: Direct ad traffic to optimized listings for maximum ROI.

Also Read: The Do’s and Don’ts of Amazon Listing Title Optimization

8. Manage Budget for Peak Hours

Proper budget management ensures your campaigns remain active during critical periods of the day. Automated tools can optimize spending by reallocating funds to campaigns generating the highest returns in real time.

Strategy:

• Allocate for Peaks: Plan higher spending during Black Friday’s busiest shopping hours.
• Control Early Spend: Set daily caps to prevent budget exhaustion early in the day.
• Reallocate Dynamically: Shift budgets to high-performing campaigns during peak periods.

9. Monitor Campaigns in Real-Time

Continuous monitoring ensures campaigns remain competitive and profitable. Automated solutions save time and improve accuracy, allowing you to focus on other business aspects while optimizing PPC performance.

Strategy:

• Track KPIs: Use metrics like ACoS and ROAS to identify high- and under-performing campaigns.
• Adjust on the Fly: Reallocate budgets or pause underperforming ads based on live data.
• Utilize Automation: Tools like Acosbot can streamline real-time adjustments for efficiency.

Post-Black Friday Approach: Capitalizing on Extended Holiday Shopping

The surge in Black Friday shopping extends into the holiday season. You should have a clear post-Black Friday ads strategy to maintain customer engagement and secure additional sales through post-event retargeting and by prolonging your campaigns beyond the initial event. Here are the two important post-Black Friday ads approaches:

1.Retarget Post-Event Visitors

After Black Friday, a strategic retargeting plan can turn non-converting interactions into valuable sales. Use Amazon’s Audience Insights and PPC reports to identify visitors who clicked on your ads or browsed your product detail pages but didn’t purchase. Set up Sponsored Display Ads to re-engage these potential customers with personalized messages. Highlight limited-time offers, exclusive deals, or discounts to entice them back.

Launch retargeting campaigns immediately after Black Friday while customers’ interest is still high. Track engagement metrics like CTR (Click-Through Rate) and conversion rates to evaluate the effectiveness of these ads and adjust your messaging accordingly. This approach focuses on a more specific customer segment, improving overall conversion rates.

2.Continue Campaigns for Post-Black Friday Opportunities

While Black Friday is the peak of holiday shopping, the following days, including Cyber Monday, remain significant. Extend your PPC campaigns to capture sales from late shoppers or those seeking additional deals.

• Lower Bids but Maintain Visibility: Adjust your bids slightly to reflect lower competition while keeping ads active. This ensures visibility for holiday shoppers still browsing.
• Promote Holiday Discounts: Extend promotional messaging through the weekend to drive additional post-Black Friday sales.

3. Automate Adjustments with Automation Tools

Use tools like Acosbot to automatically scale down bids and budgets after Black Friday. This ensures optimal ad visibility for post-event shoppers while managing costs efficiently. The automation focuses on retaining engagement with potential buyers throughout the rest of the holiday shopping season.

Strategy:

1.Retarget Campaign Setup:

• Use Sponsored Display Ads to target visitors who didn’t purchase.
• Personalize messaging for undecided buyers, emphasizing urgency and unique deals.

2.Monitor Performance Metrics:

• Analyze Amazon’s Sponsored Display reports for metrics like page visits, clicks, and time on page.
• Adjust campaigns based on the data to maximize ROI.

3.Competitor Analysis:

• Compare your performance with industry trends and competitors to refine strategies.

4.Schedule Campaigns:

• Begin retargeting immediately post-Black Friday and extend promotional activities through December to capture additional holiday sales.

By blending proactive retargeting with extended campaign strategies, sellers can maximize the benefits of post-Black Friday opportunities while staying cost-effective.

Grab Your Free Black Friday Amazon PPC Optimization Checklist

Conclusion

Black Friday and Cyber Monday offer Amazon sellers unmatched opportunities to boost visibility, attract high-intent customers, and drive revenue. By optimizing PPC campaigns—through increased budgets, targeted keywords, and dynamic ad strategies—sellers can maximize returns during these high-traffic days.

The Black Friday shopping hike stretches into the subsequent holiday season, so ensure continued engagement with shoppers and capture additional sales with post-event retargeting and extending campaigns. Tools like Acosbot simplify bid and budget adjustments, keeping campaigns efficient and effective.

With smart planning and execution, these strategies not only capitalize on the holiday rush but also set the base for sustained growth and long-term success.