Overview

Amazon sellers who want to capitalize on the traffic surge of Prime Day 2024 must adopt a structured PPC plan that starts weeks before the event, intensifies on the day itself, and continues to be refined afterward. The masterclass outlines a step‑by‑step framework that helps sellers allocate spend efficiently, capture high‑intent shoppers, and protect profitability throughout the Prime Day window.

Key Points

• Pre‑Prime Day budget boost — Increase the daily budget of a dedicated “Prime Day Prep” campaign by roughly 30 % two weeks before the event to generate extra impressions and gather performance data.
• Bid tuning for top converters — Raise bids on the highest‑converting keywords while trimming bids on low‑performing terms, thereby lifting overall ROAS.
• Day‑of‑event aggressive bidding — On Prime Day, switch to a “Turbo” mode that expands match types to phrase and broad and lifts core keyword bids to capture the spike in buyer intent.
• Post‑event performance audit — Export the campaign report within 48 hours after Prime Day, compare metrics to the pre‑event baseline, and pause or refine ads that failed to meet profitability thresholds.
• Creative refresh for Sponsored Brands — Swap out product images and headline copy to showcase Prime Day discounts, ensuring the ad experience matches the landing‑page offer.
• Negative keyword upkeep — Continuously add irrelevant search terms to the negative list throughout the campaign lifecycle to stop budget leakage.

How the Amazon PPC Masterclass Works

1. Pre‑Event Campaign Creation — Build a separate “Prime Day Prep” Sponsored Products campaign that mirrors the structure of your regular campaign but carries a higher daily budget. Example: A kitchen‑gadget seller duplicates an existing campaign, renames it, and raises the budget from $100 to $130 per day for the two weeks leading up to Prime Day.

2. Keyword Tiering and Bid Allocation — Divide keywords into three tiers: