Peak Season Ads: Fixing Issues & Real-Time Optimizations

Amazon Black Friday (Nov 20-28) has entered its peak period, with Cyber Monday (Nov 29-Dec 1) closely following. Many sellers are facing issues like fluctuating ad data, wasted budgets, and compliance risks. Integrating practical experience from previous years with the new characteristics of this year's promotion, we've compiled core optimization strategies and contingency plans to help sellers capture the remaining traffic (dividends/opportunities).

Core Ad Optimizations for Now: Focus on 3 Key Actions

1. Dynamic Adjustment of Ad Structure & Budget

• Structure Optimization: Focus main product ad groups on 5-10 high-conversion keywords, bidding separately on high-competition and long-tail keywords. Use Sponsored Display ad groups for remarketing to users who 'Viewed but didn't buy', recovering lost traffic.

• Budget Allocation: During the peak period (Nov 21-Dec 2), allocate 60%-80% of the budget to top-performing ASINs (high-conversion bestsellers). Distribute this according to a "6:2:2" ratio among core products, potential products, and emergency reserves. Check data daily, pause low-converting ads, and shift the budget to ad groups with an ACOS at least 20% below the gross profit margin.

• Automatic Ads for Opportunistic Clicks: Between 1-6 AM and after 10 PM, run automatic ads at 30%-50% of the usual bid to capture low-cost long-tail traffic (e.g., "Black Friday discount + product name"). Download the search term report daily, move high-converting terms to manual campaigns, and negate irrelevant terms.

2. Avoiding Compliance Issues & Optimizing Creatives

• Compliance Check: Ensure ad creatives match the landing page's pricing and product information. Titles should not contain promotional words like 'Black Friday' or 'Cyber Monday' (for REC ads). Note: The promotion period in Australia is extended to Dec 4th, so promotional information needs updating accordingly.

• Creative Optimization: Use large, contextual product images (e.g., product in a scene with a 'Black Friday Discount' label). Keep copy concise (e.g., "Limited Time Black Friday Deal") and highlight the brand logo. The Featured Deal widget (FDW) must include at least 4 promotional ASINs, prioritized by importance.

3. Contingency Plan for Data Anomalies

If encountering zero impressions/clicks or data delays (common issues on the US site):

• Immediate Actions: Pause high-ACOS, broad-match ads with poor performance. Temporarily shift the budget from affected sites to stable ones (e.g., Europe, Japan). During the promotion, monitor your store closely and be ready to reallocate budgets and replace keywords.

• Inventory Coordination: Simultaneously check FBA inventory. If a product runs out of stock at a specific site, immediately adjust ad targeting for that site to avoid wasted spend. If overstocked, use Display Ads to promote 'bundle deals' and accelerate inventory clearance.

Preparing for Cyber Monday & Post-Black Friday Planning

1. Advance Preparation for Cyber Monday

• 2 days before Black Friday ends (Nov 27-28), update ad creatives to 'Cyber Monday Exclusive'. Add audience targeting interests related to 'Cyber Monday'. Set up automatic ad pause times to avoid promotional messages staying active after Cyber Monday ends, which could harm brand reputation.

2. Leveraging Post-Black Friday Momentum

• After Dec 2nd, use around 10% of the budget for remarketing, promoting complementary products. Analyze ad data, label best-selling items and high-conversion keywords to build strategies for upcoming holiday campaigns (e.g., Christmas).

Missed This Major Promotion? Let 1981 Tech's Managed Services Power Your Overseas Expansion

If you missed the Black Friday/Cyber Monday traffic peak or are facing persistent challenges with ad campaigns, don't worry! As a professional Amazon managed service agency, 1981 Tech offers full-chain services from "store setup, product selection analysis, and precise ad placement" to "supply chain coordination and compliance management". We help businesses avoid common cross-border pitfalls, accurately match target market demands, and achieve long-term, stable "big sales"!

For a customized cross-border expansion plan, feel free to contact 1981 Tech anytime. We'll help your products consistently capture market share on the Amazon platform.