Spread Some Holiday Cheer With Your Amazon Ads Strategy

The Coronavirus pandemic—and the resulting need to implement social distancing measures—have made digital marketing for the holiday season more competitive this year than ever before. To stand out from the rest of your rivals, you need to ensure that you deploy an Amazon advertising strategy that can make the most out of the surge in traffic.

A personalized advertising strategy can help you work on your customer support, engagement, and conversions. It can also be used to leverage more traffic and sales during such a crucial period. To help you get started, here are some actions that you can take for your business to stand out online:

What are your advertising goals?

Before anything else, it’s important to know what you want to achieve from this activity. This will help you set your pace and come up with goalposts that you can measure your performance against. Your advertising goals will also have a big influence on your holiday strategy, 

For example, if you want to create brand awareness, then the goal of your campaign is to generate lots of impressions. You’ll be using related keywords and setting high cost-per-click (CPC) bids in an attempt to gain more keywords and more impressions. If you want to get sales, then you’ll be looking for keywords that are effective at getting clicks and converting into sales. 

How can you remarket ads through Display Ads?

Sponsored Display Ads help foster product retention because it appears while customers are browsing through other products. It helps your brand stay at the top of their mind and makes viewers curious!

We recommend adding a personalized touch to your advertisements by using holiday designs to emphasize any seasonal sales or discounts that you are offering. You can also try marketing your products as gifts that people can buy for themselves, especially since recent years have seen a spike in self-gifting. Messages like “you deserve a treat this holiday season” are very appealing to viewers with this mindset! 

How can you use Amazon Sponsored Branded Video?

Videos leave a bigger impact on your viewers. They are easier to retain because people take in information passively; whereas text, on the other hand, requires them to engage with the words on their screen. For the holiday season, Sponsored Brand videos can help you increase your product discoverability. 

In line with content marketing, we recommend keeping the content in your video focused on the product, demonstrative, and concise. The graphic design of your on-screen text should be in a video format that can still be seen clearly on mobile devices. Your video should be between 15 to 30 seconds to maximize the attention span of anybody viewing.

To reach more people, use remarketing and Amazon DSP. Customers usually shop across various channels on Black Friday Cyber Monday (BFCM). 

How can you make the most out of your campaign structure?

On Amazon, you can choose from two types of campaign structures: manual campaigns and automatic campaigns. While both strategies have their own unique benefits, a general rule of thumb is to come up with an ads strategy that has both manual and automatic targeting so that you can reach more customers and increase sales. 

To do this, identify the best keywords you can use for your automatic campaign, and then incorporate them into your manual campaign as well before the holiday season begins. Manual targeting gives you more control over your work, so make sure that you target critically to get the highest return on investment. 

Conversely, automatic targeting helps you relate to a wider audience and gives you new potential keywords that your customers will use to search for products they need. It matches relevant search terms to your products. Look for Amazon Standard Identification Numbers (ASIN) that are performing well through your automatic campaign, and then use your manual campaign to target them specifically.

This can also be used in digital marketing to veer your product away from too much competition. Negative Amazon targeting can prevent your ads from displaying superior ASINs that you do not want to compete with. 


There is plenty to look forward to this holiday season. People are excited about their break and are looking forward to bonding with their loved ones and exchanging gifts. With the right marketing strategy, your products and services may be a crucial part of someone’s holiday cheer! That’s why your business has to make an effort to switch up ad strategies for this part of the year. 

Oake Marketing is a digital marketing agency based in Ontario, Canada. We are passionate about meeting clients and creating personalized online marketing experiences so that they can make the most out of their presence in the digital sphere. Submit a project inquiry today and see how we can help your business grow!