This week’s episode of The Ad Project is a good gut check to help brands preparing for the busiest shopping season of the year. We explain the importance of planning ahead for Q4, especially during major shopping events like Prime Day and Black Friday, and leveraging Amazon's DSP to target upper-funnel audiences to build brand awareness and engagement.
We emphasize the value of utilizing the overlap report to identify relevant audiences and stress that success is not solely measured by immediate Return on Ad Spend (ROAS) but also by considering factors such as new-to-brand percentages and lifetime value.
A couple Q4 tips from our experts:
Kick Off Upper Funnel Campaigns Early: Focus on targeting audiences that show interest in your product category and lifestyle, using the overlap report to identify relevant segments.
Implement the Tentpole Strategy: Utilize the tentpole strategy, which involves starting with upper-funnel efforts to create awareness and engagement ahead of these events. During the events themselves, allocate budget for both upper-funnel and retargeting campaigns to maximize impact. Remember that the lead-out period post-event may not be as distinct during Q4,but you can still continue to engage potential customers, especially for products like gift cards that remain relevant even after traditional holiday shipping cutoffs.
The episode highlights the significance of strategic timing, audience targeting, and the tentpole strategy for successful Q4 advertising campaigns.