How Amazon Ads Celebrate Diwali: A Guide to the Festival of Lights

By Cepy 9/03/2023 Post a Comment

Hi everyone, welcome to our blog where we share insights and tips on digital marketing, e-commerce, and online advertising. In this article, we will explore how Amazon Ads celebrate Diwali, the festival of lights that is widely celebrated in India and other parts of the world.

Diwali is a five-day festival that marks the triumph of good over evil, light over darkness, and knowledge over ignorance. It is a time of joy, prosperity, and gratitude for millions of people who decorate their homes with lamps, candles, and colorful rangolis, exchange gifts and sweets with their loved ones, and worship Lakshmi, the goddess of wealth and prosperity.

Why Diwali is a Great Opportunity for Advertisers

Diwali is not only a cultural and religious festival, but also a huge shopping season in India and other countries where it is celebrated. According to a report by RedSeer Consulting[^1^], online sales during the Diwali festive season in 2020 reached $8.3 billion, a 65% growth from the previous year. The report also estimated that more than 88 million shoppers participated in the online festive sales, with an average order value of $94.

With such a large and lucrative market, Diwali is a great opportunity for advertisers to reach out to potential customers and showcase their products and services. Amazon Ads, the advertising platform of the e-commerce giant Amazon, offers various solutions for advertisers to create engaging and effective campaigns during the Diwali festive season. In this article, we will look at some of the best practices and examples of how Amazon Ads celebrate Diwali with their clients.

Start Early and Plan Ahead

One of the key factors for a successful Diwali campaign is to start early and plan ahead. Diwali is typically observed for five days, but the festive season can last for up to two months, with various events and occasions leading up to it. For example, Navratri, Dussehra, Karwa Chauth, Dhanteras, and Bhai Dooj are some of the popular festivals that precede or follow Diwali.

Therefore, advertisers should consider promotions for these surrounding events as well as Diwali itself. By starting early, advertisers can raise awareness of their brand or products, reach new customers who are looking for deals and discounts, and build anticipation for their offers. Amazon Ads allows advertisers to schedule their campaigns in advance and target specific dates or time periods that are relevant for their audience.

Use a Mix of Display and Search Campaigns

Another best practice for a Diwali campaign is to use a mix of display and search campaigns to create a full-funnel marketing strategy. Display campaigns can help advertisers increase brand awareness and consideration by showing their ads on Amazon.in or other websites and apps that are part of the Amazon network. Search campaigns can help advertisers drive conversions and sales by showing their ads on the search results page or product detail pages on Amazon.in.

By using both display and search campaigns, advertisers can reach customers at different stages of their purchase journey and influence their decision making. For example, Crompton Greaves[^2^], one of the leading manufacturers of consumer electrical products in India, used a combination of display and search campaigns to increase product views during the Diwali season in 2020. They were one of the early adopters of Sponsored Brand video in India[^2^], which helped them showcase their products in an engaging way and attract relevant audiences.

Highlight the Festive Theme and Value Proposition

A third best practice for a Diwali campaign is to highlight the festive theme and value proposition in the ad creative. Diwali is a time of celebration, happiness, and gratitude for many people, so advertisers should try to capture these emotions in their ads. They should also emphasize how their products or services can enhance the festive experience or solve a customer's problem.

For example, Tanishq[^3^], a popular jewelry brand in India, used Amazon DSP campaigns to drive store visits during the Diwali season in 2020. They created ads that featured models wearing their jewelry collections against festive backgrounds. They also included a call-to-action (CTA) that invited customers to visit their nearest store or book an appointment online. The campaign helped increase store walk-ins delivered by digital campaigns during the season[^3^], as well as reduce the cost-per-store visit.

A Detailed Table Breakdown Related to Amazon Ad Diwali

To give you a better idea of how Amazon Ads celebrate Diwali with different types of campaigns, we have prepared a detailed table breakdown that compares the features, benefits, and examples of each campaign type. You can use this table as a reference to choose the best campaign type for your Diwali marketing goals.

Campaign Type	Features	Benefits	Examples
Sponsored Products	- Pay-per-click ads that appear on the search results page or product detail pages on Amazon.in - Can be created manually or automatically - Can use keyword or product targeting - Can use dynamic bidding or fixed bids - Can use placement adjustments to modify bids for top of search or product pages	- Increase product visibility and sales - Reach customers who are actively searching for products - Control your budget and bids - Optimize your campaign performance with reports and insights	- A smartphone brand that wants to promote its new model during the Diwali season - A fashion brand that wants to showcase its festive collection to customers who are searching for similar products - A home decor brand that wants to increase its sales by targeting customers who are browsing for related products
Sponsored Brands	- Pay-per-click ads that appear on the search results page on Amazon.in - Can feature up to three products, a custom headline, and a logo - Can direct customers to a product detail page, a custom landing page, or a Store - Can use keyword targeting or category targeting - Can use dynamic bidding or fixed bids	- Increase brand awareness and consideration - Reach customers who are looking for products in your category - Showcase your product portfolio and value proposition - Drive traffic to your Store or landing page	- A beauty brand that wants to introduce its new range of products during the Diwali season - A book publisher that wants to highlight its best-selling authors and titles to customers who are looking for books in their genre - A food brand that wants to display its variety of products and offers to customers who are looking for snacks and sweets
Sponsored Display	- Cost-per-click or cost-per-impression ads that appear on Amazon.in or other websites and apps that are part of the Amazon network - Can feature one product, a custom headline, and a logo - Can use audience network or product targeting - Can use dynamic bidding or fixed bids	- Increase brand awareness and remarketing - Reach customers who have shown interest in your products or category - Grow your customer base and loyalty - Expand your reach beyond Amazon.in	- A toy brand that wants to retarget customers who have viewed its products but not purchased them during the Diwali season - A travel brand that wants to attract new customers who have shown interest in travel-related products or categories - A health brand that wants to increase its brand awareness by showing its ads on relevant websites and apps
Amazon DSP	- Cost-per-impression ads that appear on Amazon.in or other websites and apps that are part of the Amazon network - Can feature display ads, video ads, or audio ads - Can use audience network, contextual targeting, or remarketing - Can use automated bidding or fixed bids	- Increase brand awareness and consideration - Reach customers across the purchase funnel - Create engaging and immersive ad experiences - Measure your campaign effectiveness with attribution tools	- A jewelry brand that wants to drive store visits during the Diwali season by showing video ads to customers in specific cities - A music streaming service that wants to increase its subscriptions by showing audio ads to customers who listen to music online - A gaming company that wants to boost its app downloads by showing display ads to customers who play games on their devices

FAQs About Amazon Ad Diwali

In this section, we will answer some of the most frequently asked questions about Amazon Ad Diwali. If you have any other questions, feel free to leave a comment below or contact us through our website.

What is Amazon Ad Diwali?

Amazon Ad Diwali is a term that refers to the advertising solutions and campaigns that Amazon Ads offers to advertisers during the Diwali festive season. Amazon Ads is the advertising platform of Amazon, which allows advertisers to create and run ads on Amazon.in or other websites and apps that are part of the Amazon network. Amazon Ad Diwali helps advertisers reach millions of customers who are shopping online during the Diwali season and showcase their products and services in a festive and relevant way.

What are the benefits of Amazon Ad Diwali?

Amazon Ad Diwali offers many benefits to advertisers, such as:

Increase brand awareness and consideration by showing your ads to customers who are interested in your products or category
Drive conversions and sales by showing your ads to customers who are actively searching for products on Amazon.in
Create engaging and immersive ad experiences by using display, video, or audio ads
Optimize your campaign performance by using advanced targeting, bidding, and reporting features
Measure your campaign effectiveness by using attribution tools and insights

What are the types of campaigns that Amazon Ad Diwali offers?

Amazon Ad Diwali offers four types of campaigns to advertisers, which are:

Sponsored Products: Pay-per-click ads that appear on the search results page or product detail pages on Amazon.in
Sponsored Brands: Pay-per-click ads that appear on the search results page on Amazon.in and feature up to three products, a custom headline, and a logo
Sponsored Display: Cost-per-click or cost-per-impression ads that appear on Amazon.in or other websites and apps that are part of the Amazon network and feature one product, a custom headline, and a logo
Amazon DSP: Cost-per-impression ads that appear on Amazon.in or other websites and apps that are part of the Amazon network and feature display, video, or audio ads

How can I create an Amazon Ad Diwali campaign?

To create an Amazon Ad Diwali campaign, you need to have an Amazon Advertising account. If you don't have one, you can sign up for free [here]. Once you have an account, you can choose the type of campaign you want to create and follow the steps to set up your campaign. You can also use the [Amazon Advertising Console] or the [Amazon Advertising API] to manage your campaigns.

How much does it cost to run an Amazon Ad Diwali campaign?

The cost of running an Amazon Ad Diwali campaign depends on the type of campaign you choose and the budget and bids you set. For Sponsored Products, Sponsored Brands, and Sponsored Display campaigns, you only pay when someone clicks on your ad. For Amazon DSP campaigns, you pay for every thousand impressions (CPM) of your ad. You can set a daily budget for your campaigns and adjust your bids according to your goals. You can also use dynamic bidding or automated bidding options to optimize your bids based on the likelihood of conversion.

How can I measure the performance of my Amazon Ad Diwali campaign?

You can measure the performance of your Amazon Ad Diwali campaign by using various tools and reports that Amazon Ads provides. For example, you can use the [Campaign Manager] to view your campaign metrics such as impressions, clicks, conversions, sales, and return on ad spend (ROAS). You can also use the [Advertising Reports] to download detailed reports on your campaign performance such as keyword performance, product performance, placement performance, etc. You can also use the [Amazon Attribution] tool to measure how your ads on other channels such as Google or Facebook drive sales on Amazon.

What are some best practices for creating an effective Amazon Ad Diwali campaign?

Some of the best practices for creating an effective Amazon Ad Diwali campaign are:

Start early and plan ahead: Create your campaigns in advance and target specific dates or time periods that are relevant for your audience
Use a mix of display and search campaigns: Use both display and search campaigns to reach customers at different stages of their purchase journey and influence their decision making
Highlight the festive theme and value proposition: Use festive images, colors, and headlines in your ads and emphasize how your products or services can enhance the festive experience or solve a customer's problem
Optimize your landing pages and product detail pages: Make sure your landing pages and product detail pages are relevant, informative, and attractive to your customers and include clear CTAs and offers
Test and optimize your campaigns: Monitor your campaign performance and use reports and insights to identify what works and what doesn't and make adjustments accordingly

What are some examples of successful Amazon Ad Diwali campaigns?

Some of the examples of successful Amazon Ad Diwali campaigns are:

Crompton Greaves: The consumer electrical products manufacturer used a combination of display and search campaigns to increase product views during the Diwali season in 2020. They were one of the early adopters of Sponsored Brand video in India, which helped them showcase their products in an engaging way and attract relevant audiences.
Tanishq: The jewelry brand used Amazon DSP campaigns to drive store visits during the Diwali season in 2020. They created video ads that featured models wearing their jewelry collections against festive backgrounds. They also included a CTA that invited customers to visit their nearest store or book an appointment online. The campaign helped increase store walk-ins delivered by digital campaigns during the season, as well as reduce the cost-per-store visit.
OnePlus: The smartphone brand used Sponsored Display campaigns to increase brand awareness and sales during the Diwali season in 2019. They created ads that featured their flagship model OnePlus 7T Pro and highlighted its features and offers. They also used audience network targeting to reach customers who had shown interest in their products or category. The campaign helped increase their sales by 4X compared to the previous month.

Conclusion

Diwali is a festival of lights, joy, and prosperity for millions of people around the world. It is also a great opportunity for advertisers to reach out to potential customers and showcase their products and services. Amazon Ads offers various solutions for advertisers to create engaging and effective campaigns during the Diwali festive season. In this article, we have discussed some of the best practices and examples of how Amazon Ads celebrate Diwali with their clients. We hope you found this article helpful and informative.

If you want to learn more about Amazon Ads or create your own Amazon Ad Diwali campaign, you can visit the [Amazon Advertising website] or contact us through our [contact form]. We would love to hear from you and help you grow your business with Amazon Ads.

Thank you for reading this article and happy Diwali!

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