With Prime Day just around the corner, it's crucial to adapt your advertising strategy accordingly to fully leverage this high-volume shopping event on Amazon.

With Perpetua, you can adjust two simple parameters on your goals to ensure your campaigns are strategically adapted for Prime Day traffic:

  • Daily Budget - With the increased traffic that comes to Amazon during this period, there's a higher chance of your campaigns quickly spending all of their budgets before the end of the day. Therefore, the simplest advice we provide advertisers is to increase the daily budgets on their goals in order to avoid your campaigns going-dark.
  • Target ACoS - With the mix of increased demand, the high volume of deals, and increased competition, you may want to be more aggressive with your bids during this time. Increasing the target ACoS on your goals is a great way to do this.

We realize that manually adjusting these parameters on your goals for the duration of Prime Week can be time-consuming.

That's why, with Perpetua's Recommendations feature, you can now configure automated changes to your daily budgets and target ACoS during the days before, during, and after Prime Day, in order for you to strategically capture and adapt for Prime Day traffic.

To get started, head over to the "Recommendations" tab in the left menu and select the "Strategies" tab (or click here). Here, you will see two new types of strategies that are available to create specifically for Prime Day:


Prime Day Sponsored Brands Performance, and
Prime Day Sponsored Products Performance.

How does it work?


Prime Day Sponsored Brands Performance and Prime Day Sponsored Products Performance strategies will make automated increases to the daily budgets and target ACoS of the selected goals by the percentage you input for each strategic period of Prime day.

The periods for which you can configure automated changes to daily budget and target ACoS are:

  1. October 10-12 - the three days before Prime Day
  2. October 13-14 - Prime Day
  3. October 15-17 - the three days after Prime Day

Prime Day Sponsored Products Performance

With Prime Day Sponsored Products Performance, you can configure a set of daily budget and target ACoS increases which can be applied across a specific set of Sponsored Products goals. You can also click to apply these same changes to any Sponsored Display goals related to the Sponsored Products goals.

Inputs:

Selected Period Budget Increase
% increase to all budgets, based on targets before October 10. For example, if your current daily budget for a goal was $50 and you inputted a change of 10%, this would mean the budget of $50 would increase to $55.

*The greyed out values you see in the input boxes are suggested percentages. However, feel free to input whatever percentage best suits your strategy.


Selected Period Target ACoS Increase

% increase to target ACoS, based on targets before October 10. For example, if your current target ACoS for a goal was 50% and you inputted a change of 10%, this would mean the target ACoS of 50% would increase to 55%.

Apply Changes to Sponsored Display

By turning on this toggle, you will apply the inputted changes to the corresponding Sponsored Display goals related to the Sponsored Products goal(s) you've selected.



*There are 4 important things to know about the Prime Day Sponsored Products Performance strategy:

  1. The changes you schedule will automatically be applied as soon as you create the strategy if you do not change the related goals during Prime Day. Therefore, no recommendations will show up under the "Recommendations" tab for this specific strategy.
  2. If you make any changes to Sponsored Products goals in a Prime Day strategy which override the changes that the strategy has automatically applied, the Perpetua engine will no longer automatically apply the change for that configured target. The Perpetua engine will then send a recommendation for the change, which will only be applied if you accept it.
  3. Changes will only be applied to the goals that you created/added to the strategy before the Prime Day period begins on October 10.
  4. On the day after the end of the Prime Day period (October 18th), budgets and target ACoS for goals in your Prime Day Sponsored Products Performance strategy will be automatically set to their configurations before the Prime Day period unless you changed them during Prime Day. In the case where you made changes during the Prime Day period, you will instead receive recommendations to reset their original configuration.

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Prime Day Sponsored Brands Performance

With Prime Day Sponsored Brands Performance, you can configure a set of daily budget and target ACoS increases which will be applied across all Sponsored Brand goals, and a set of increases to be applied across all Sponsored Brands Video goals.

Inputs (for Sponsored Brands and Sponsored Brands Video respectively):

Selected Period Budget Increase
% increase to all budgets, based on targets before October 10. For example, if your current daily budget for a goal was $50 and you inputted a change of 10%, this would mean the budget of $50 would increase to $55.

*The greyed out values you see in the input boxes are suggested percentages. However, feel free to input whatever percentage best suits your strategy.


Selected Period Target ACoS Increase

% increase to target ACoS, based on targets before October 10. For example, if your current target ACoS for a goal was 50% and you inputted a change of 10%, this would mean the target ACoS of 50% would increase to 55%.


*There are 4 important things to know about the Prime Day Sponsored Brands Performance strategy:

  1. The changes you schedule will automatically be applied if you do not change the related goals during Prime Day. Therefore, no recommendations will show up under the "Recommendations" tab for this specific strategy.
  2. If you make any changes to Sponsored Brands goals in the Prime Day strategy which override the changes that the strategy has automatically applied, the Perpetua engine will no longer automatically apply the change for that configured target, and (unlike with Sponsored Products) will not send any recommendations to change it.
  3. Changes will only be applied to the goals that you created/added to the strategy before the Prime Day period begins on October 10.
  4. On the day after the end of the Prime Day period (October 18th), budgets and target ACoS for goals in your Prime Day Sponsored Brands Performance strategy will be automatically set to their configurations before the Prime Day period unless you changed them during Prime Day. Note: In the case where you made changes during the Prime Day period, you will not receive recommendations to reset their original configuration.
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