Have you ever found yourself closing in fast on a big sales event and running behind on elements of your preps?

If you’re reading this article when it’s posted, and you don’t yet have your Black Friday advertising nailed down, the answer in this case is “yes”.

But worry not. We’ve got you covered.

This article is a high-value, tactical guide for experienced sellers looking to deploy aggressive, last-minute campaigns for both audience re-engagement and new customer acquisition.

Never Too Late

These tips will help in any similar, crunch situation. It’s never too late to get results. In this case we’re talking Black Friday, but what we cover here will work anytime you’re looking to generate fast results with your Amazon advertising.

The core strategy to maximizing your Black Friday Cyber Monday (BFCM) performance (or any crunch situation) is based on a two-pronged approach:

1. Effective re-targeting
2. Driving and converting external traffic

Retarget, Re-Engage, Recover

Start by recovering those high-intent audiences who looked but didn’t buy. During the lead-up to BFCM customers will be shopping, far more than usual, and part of their shopping will be browsing for the things they want but may not have yet decided to buy.

Using Amazon DSP for programmatic retargeting to re-engage high-intent audiences, those who’ve previously interacted with your brand or browsed your product category, is a great way to drive conversions.

This strategy works for several reasons:

First-Party Data

Amazon has record of behavioral signals from over 300 million active Amazon users, including browsing history, purchase behavior and product interactions, making ads far more relevant and timely.

High-Intent Audience = Higher Conversion Potential

As mentioned, these are shoppers that have already considered your brand or product, which means they’re further down the purchase funnel.

Omnichannel Reach On and Off Amazon

With Amazon DSP you reach buyers on Amazon properties (like Amazon.com, Fire TV, Twitch) and across thousands of third-party sites and apps.

AI-Powered Optimization

AI-driven automation and real-time bidding to serve ads at the right time, on the right device, and in the most effective format (display, video, audio) maximizes return on ad spend (RoAS) by reducing wasted impressions and focusing on users most likely to convert.

Performance metrics for Amazon DSP are now well-proven, with higher RoAS and conversions standard.

With this strategy you’re strategically re-engaging the right people at the right time, using Amazon’s unparalleled shopper insights to turn existing interest into action.

Capture Off-Amazon Interest

A second approach is to grab the attention of off-Amazon shoppers and get them to your listing. Capture active, in-market demand by driving and converting traffic from search and social platforms directly to your Amazon listings.

Make use of:

• Google Ads & YouTube Ads
• Facebook & Instagram Ads
• TikTok Spark Ads & Organic Content
• Influencer Marketing

As well:

• Use Amazon attribution to track which external sources drive sales. This helps you optimize ad spend and refine your content plan.
• Adopt a landing page strategy and create custom landing pages that pre-sell your product before sending users to Amazon. This warms up traffic and improves conversion rates.
• Optimize your Amazon listings to convert the traffic you send. Enough can’t be said about the importance of this step.

A tool like PixelMe from Carbon6 can greatly reduce your brand’s lift when it comes to executing on these off-Amazon strategies, while dramatically increasing results.

Your Black Friday Strategy

Combining the above two-prong strategy is critical for dominating the crowded BFCM landscape. It maximizes visibility and recaptures lost sales, even as it boosts organic rankings, giving brands a competitive edge in the most crowded sales window of the year.

Your strategy in summary:

Retargeting: Reclaiming Warm Leads

Shoppers are 70% more likely to convert when retargeted, making this a high-ROI tactic during BFCM when cart abandonment spikes.

Off-Amazon Traffic: Expanding Reach Beyond the Marketplace

Off-Amazon traffic boosts Amazon keyword rankings and sales velocity, which are critical for visibility during BFCM’s algorithm-driven frenzyA combined strategy ensures sellers capture new traffic off-platform and re-engage warm leads, covering both ends of the funnel.

Rapid Results

From cold iron to full speed, it is possible to get rapid results with your Amazon advertising. By combining the powerful strategies of retargeting high-intent shoppers and driving off-Amazon traffic you dramatically increase your rate of success; results that happen quickly.

Carbon6 offers two key tools to help maximize these strategies and lead the pack during the holiday season.

PixelMe

Drive high-converting external traffic to your Amazon listings with our AI-powered external traffic solution. Boost organic rank, maximize ROAS, and unlock Amazon’s Brand Referral Bonus program with ease.

Get your free ASIN audit now.

DSP Prime

Retarget like a pro. Our expert-managed advertising solution leverages Amazon’s first-party data to connect your brand with high-intent audiences across websites, apps, and streaming platforms.

Get your customized growth plan now and launch in just 10 days.

And remember: These same strategies will work anytime you need to fire up fast results with your Amazon advertising.

To your success.