Amazon ad campaigns for Black Friday

How to prepare your Amazon ad campaigns for Black Friday

  • Sponsored ads will help you increase the visibility of your products and boost your sales during Black Friday.
  • Setting up strategic offers, creating ongoing campaigns or paying attention to keywords will allow you to make your products stand out from those of your competitors.


Black Friday is one of the most anticipated dates of the year for both buyers and sellers. If you are thinking of using Amazon’s sponsored ads to boost your sales during the month of November, you will have to take into account the keys that we are going to explain below to get the most out of this advertising tool.

Why are sponsored ads important?

Investing in advertising through Amazon Advertising is essential to increase sales and to get more visibility for products both on and off the platform.

Sponsored ads allow you, on the one hand, position your products against those of other sellers who are also competing for the attention of millions of users, especially on dates as important as Black Friday. And, on the other hand, to occupy the different spaces that generate the greatest impact, as well as to block «leaks» from your listings. Your ads can be displayed in search results, at the top of the screen or in other browsers and apps that your customers have downloaded on their own mobile devices or tablets.

Using the Sponsored Ads service, you can choose which products you want to advertise, based on the keywords you want, or you can choose to let Amazon itself filter your ads to your audience, using automatic targeting. Either way, you will always have the option to choose how much money to invest in each campaign depending on your budget.

To get the most out of your advertising spend on Amazon and reach your target audience during Black Friday you need to consider the following key points that you will need to check in any campaign:

Differentiate yourself from your competitors:

To ensure that your products stand out from the competition, you need to define a ‘full funnel’ advertising strategy that delivers relevant messages and high quality advertising creative. This is the only way to offer added value to your customers and attract them to your products.

In the days leading up to Black Friday, it would be advisable to increase your advertising budget  to improve your visibility by presenting advertisements that clearly state your brand identity, your products and the promotions you will be running for these dates.

Create permanent campaigns:

Creating an ongoing campaign is the best way to give an extra boost to your advertising strategy. Creating sponsored ads with no end date will allow you to gain valuable insight into what is working over time so that you can use it to improve your performance on important dates such as this one.

Choose your keywords carefully:

Spend time studying the keywords that work best for your products, and increase promotions on the ones you know you will get the best results for. Use the search terms to detect which words have had the most conversions and negative the worst performing words.

Analysing your metrics on a regular basis will allow you to know which campaigns are attracting the most new customers. Use them during Black Friday and update quotes frequently with Amazon Advertising’s new beta quote functionality. You can also use budget rules for special dates and combine them with performance rules.

Orient your strategy towards your target audience:

Structuring your campaign and initiating a targeting strategy is essential in order to achieve your objectives and optimise your results. Test different products and different keywords and choose the combination that will give you the best performance in reaching your target audience.

Make strategic bids:

Strategic bidding will help you get more impressions on your ads, especially on days like Black Friday  when competition is fiercest. 

Thanks to the dynamic bid increase and decrease function offered by sponsored products, you can maximise your return on investment. Amazon will adjust the bidding in real time so that the ad is displayed in the best position when it is most likely to convert into a sale.

As the cost of the campaign will depend directly on the clicks your ads receive from users, you can withdraw the campaign at any time if you think it will exceed your budget.

Add Budget Rules

At times of peak demand such as Black Friday,  you can run out of campaign budget and lose sales. With the new budget rules you will be able to increase the budget of your campaigns both in terms of dates and performance. Combine the budget rules with Amazon Advertising’s new «Budgets» tab where you can measure how long your campaigns are active. If the performance is less than 90% it means that there are times of the day when your ads are not appearing and you are losing sales. This can be a bad idea on dates like Black Friday.

Don’t forget, your main objective on Black Friday is NOT to be profitable

Don’t forget that campaigns like Black Friday are not always about short-term profitability. The main goal should be to considerably increase your sales velocity and to be eligible for higher organic rankings that will help your account grow in the medium to long term. 

If you want your sponsored ads to stand out on Amazon during important dates such as Black Friday or Christmas, Nozama  can help you. We will design campaigns that will optimise your advertising efforts and increase your sales through Amazon Advertising.