Question: Which best describes the “lead-in” stage for a bid calendar for a high traffic event?
- Occurring 2-4 weeks after the Day-of, gradually ease off bids during this phase.
- This stage includes the actual event days, such as Prime Day, Black Friday, or Cyber Monday. Bids may peak during this period to maximize visibility and engagement.
- Begins 2-4 weeks prior to the day-of. Gradually increase bids as you approach the day-of phase.
Explanation
The Lead-in stage occurs before the peak days of a high-traffic event. In this phase, bids are typically increased gradually as shopper interest and auction competition build. The purpose is to generate awareness, grow consideration, and prepare stronger remarketing pools before the event. This timing supports more effective delivery when demand reaches the Day-of stage.
Why the other options are incorrect
Lead-out stage is incorrect because easing off bids occurs after the main event period.
Day-of stage is incorrect because it refers to the actual high-traffic event days, not the preparation period.
Source for verification
https://advertising.amazon.com/library/guides/prime-day-guide-advanced-strategies
https://advertising.amazon.com/library/guides/holiday-marketing-strategies
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