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Playbook: New Product Launch

Goal: build awareness fast, then earn conversion signals to improve organic relevancy and efficiency.

Inputs (before you build campaigns)

Retail readiness (non-negotiable)

  • In-stock + stable fulfillment
  • Winning/consistent buy box (critical for Sponsored Products performance)
  • Item page quality: strong title, rich images, clear PDP content, reviews momentum

Creative + landing pages

  • Sponsored Video assets (16:9, 5–45s, captions/on-screen text)
  • Display assets (logo + lifestyle imagery)
  • Shelf/Brand Shop landing page built for the launch assortment

Toolkit: - Campaign Brief - Creative Checklist

Phase 1: Launch week (Awareness + education)

  • Sponsored Video: category-level keywords + broad shopper intent
  • Onsite Display: high-visibility placements (e.g., Skyline/Marquee) + personas aligned to the target shopper
  • Optional support: Sponsored Brands to establish brand presence for broad terms

Measurement focus: - Impressions, video completion/view-through, CTR

Audience notes: - Start with Audience Selection - Use persona “recipes” in Persona Audiences

Phase 2: Weeks 2–4 (Build conversion signals)

  • Sponsored Products (Auto): always-on discovery + search term mining
  • Sponsored Brands: drive to launch Shelf/Brand Shop

Measurement focus: - Clicks, conversions, units sold; search term report mining

Phase 3: Ongoing (Efficiency + scaling)

  • Sponsored Products (Manual): exact/phrase on proven terms from Auto
  • Onsite Display (Behavioral): retarget PDP viewers / cart abandoners

Measurement focus: - ROAS, CVR, organic rank improvement

Budget + bid posture

  • Front-load budget in first 1–2 weeks to overcome low organic relevancy.
  • Expect higher CPCs early; the primary job is to earn conversion history.
  • Use the budgeting guardrails in:
  • Tactics & Ops
  • Budget & KPIs

Suggested tests (simple, high learning)

  • Creative A/B: 2–3 video variants (different hook/value prop)
  • Display targeting: Persona prospecting vs behavioral retargeting

Template: - Experiment Plan

Common failure modes

  • Underspend: bids too low + narrow targeting + creative/policy issues
  • CTR ok but CVR weak: PDP quality/pricing/buy box issues

Start here: - Performance Triage

Read next: - Objective →→→→→ Stack - Benchmarks & Guardrails