Advanced Amazon PPC: Lower ACOS with Remarketing Ads for Sponsored Display retarget your audience!
We're diving into the world of views remarketing campaigns, shedding light on their significance. Specifically, we'll explore why they become crucial after significant sales events and how they can be a game-changer for your business. Let's jump right into it!
The Purpose of Remarketing Campaigns
The primary goal of a views remarketing campaign is to recapture individuals who have visited your product listings but left without making a purchase. These potential customers have engaged with your ads, scrolled through your products, but for some reason, the transaction didn't happen. This strategy becomes exceptionally powerful during big sales events, where a substantial number of users engage in window shopping, especially during occasions like Black Friday, Cyber Monday, and the festive season.
Choosing the Right Campaign Type
When setting up a sponsored display campaign for remarketing, the catch-all approach proves to be the simplest and most effective. Instead of targeting individual products, you group all your offerings into one comprehensive campaign. This allows for a broader reach and increases the chances of re-engaging users who may have shown interest in multiple items.
Setting Lookback Windows
An essential element of your campaign strategy is selecting the appropriate lookback window. In the case of a views remarketing campaign, a 90-day lookback window is recommended. Analyzing the conversion metrics reveals that this timeframe yields one of the best ACoS (Advertising Cost of Sales) values. While 60, 30, and 7-day lookback windows are also viable options, the 90-day window stands out as particularly effective, providing insights into user behavior over a more extended period.
Consideration for Seasonal Trends
Examining the data for the month of December, which includes peak sales events like Prime Days and Black Friday Cyber Monday, offers valuable insights. As we move into the first half of 2024, the frequency of holidays is expected to decrease until the fourth quarter. However, there may be a Prime Day in the summer, similar to the previous year. It's essential to factor in these seasonal trends when deciding the frequency of running views remarketing campaigns.
Conclusion
In conclusion, deploying views remarketing campaigns, especially after major sales events, can significantly impact your sales funnel. The catch-all sponsored display approach, coupled with a 90-day lookback window, proves to be a winning combination for maximizing conversions. As you evaluate the performance of these campaigns on your account, keep in mind the seasonal trends and adjust your strategy accordingly.
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