Overview

Helium 10’s “TACoS Tuesday” episode #474 aired right after Amazon Prime Day and zeroed in on ways to keep advertising momentum alive. Host Melissa Davis, an Amazon advertising veteran, walked sellers through post‑holiday PPC tweaks, the addition of short video ads, and answers to live seller questions. Implementing these tactics can counter the typical dip in spend efficiency that follows a major sales event.

Key Points

• Re‑allocate Prime Day budget — Shifting a slice of the Prime Day spend toward “post‑holiday” keywords captures lingering buyer interest, such as moving budget from “Black Friday TV deals” to “4K TV reviews.”
• Harvest high‑performing search terms — Pulling out search phrases that surged during Prime Day and inserting them into regular campaigns prevents loss of valuable traffic; for example, “organic protein powder Prime Day” becomes a new exact‑match keyword.
• Integrate video into Sponsored Brands — Swapping static headline images for 15‑second product videos raises click‑through rates, as seen when a self‑cleaning litter box video lifted CTR by roughly 12 percent.
• Bid‑review every 48 hours — Adjusting bids twice a week during the first two weeks aligns cost‑per‑click with the post‑event conversion dip, keeping ACoS within target ranges.
• Clean negative‑keyword list — Removing terms that only generated clicks during the sale, like “free Prime Day coupon,” sharpens relevance and trims wasted spend.
• AMA highlights common errors — Sellers frequently over‑budget on “deal‑only” keywords and ignore brand‑building video assets, both of which can erode profitability after the event.

How Post‑Prime Day PPC Strategies Work

1. Audit Prime Day performance data — Export the campaign report, isolate the Prime Day dates, and flag any keyword whose conversion rate rose at least 15 percent; a “wireless earbuds” keyword that jumped from 3 percent to 4.5 percent conversion would qualify.
2. Create a dedicated “post‑sale” ad group — Duplicate those high‑performing keywords into a new ad group named “Post‑Prime Day” and lower the default bid by 10‑20 percent to test profitability while avoiding overspend.