As an Amazon vendor, you perceive the significance of operating pay-per-click (PPC) promoting campaigns on your merchandise. But the work doesn’t cease there — you additionally want to consider your advertisements’ effectiveness, to make certain your promoting price range is well-spent.
If you’re not paying consideration, your PPC efforts can shortly change into fairly costly, with little return on funding. That’s the place Amazon Advertising Reports are available in.
Let’s go over how to entry your promoting reviews and the way to interpret them to enhance your campaigns and maximize ROI.
Types of Amazon Advertising Reports
While your advert campaigns are stay, Amazon is amassing tons of information that point out precisely how effectively — or poorly — your campaigns are performing.
There are fairly a number of advert reviews accessible to sellers. You can run a report primarily based on the marketing campaign kind — both Sponsored Products, Sponsored Brands, or Sponsored Display. Then, for every kind of PPC marketing campaign, you’ll be able to choose from a wide range of report subtypes. Through these reviews, sellers have entry to revealing metrics resembling buyer search phrases, clicks, click-through charges, impressions, ACOS, and extra.
Sponsored Products reviews embody: Targeting report, marketed product report, marketing campaign report, search time period report, search time period impression share report, placement report, efficiency additional time report, and bought product report (sellers solely, not distributors.)
Sponsored Brands reviews embody: Keyword report, key phrase placement report, marketing campaign report, search time period report, search time period impression share report, class benchmark report (distributors and sellers solely), and the marketing campaign placement report.
Sponsored Display reviews embody: Campaign report, focusing on report, marketed product report, and bought product report (sellers solely, not distributors.)
Before discussing how to interpret these reviews, let’s go over how to entry them in Seller Central.
How to obtain promoting reviews from Seller Central
In Seller Central, go to “Reports,” then “Advertising Reports.”
If you’ve downloaded reviews prior to now, that is the place you will notice them. Click the “Create a report” button on the highest.
Then select the marketing campaign kind and report kind. You also can select the frequency of supply for the report you’re downloading resembling “Now”, “Future”, or “Recurring.”
Click “Run report.”
You’ll then be introduced to the Reports web page the place you’ll be able to obtain an excel file.
The most helpful Amazon PPC reviews and the way to learn them
All reviews inside Seller Central will offer you some type of worth, relying on the info you’re searching for. But probably the most helpful reviews for optimizing your PPC campaigns are Search Term reviews, Targeting reviews, and Advertised Product reviews.
Search Term Reports
Ever surprise how clients come upon your Amazon listings, and which of your focused key phrases truly assist make it occur? Search time period reviews reply these questions by revealing the precise key phrases that actual Amazon clients use to discover — after which buy — your and your opponents’ merchandise, in addition to which key phrases drive probably the most conversions and incur the very best ACoS.
Search time period reviews are subsequently very helpful when deciding which key phrases to proceed focusing on together with your PPC campaigns, which of them to add, and which of them aren’t price their CPC. Use their insights to add high-yield, particular search phrases to your PPC campaigns, and nix the low performers.
How to learn a Search Term report
Search Term reviews show the next useful metrics in a single spreadsheet:
- Campaign begin date and finish date
- Portfolio identify
- Campaign Name
- Ad Group Name
- Targeting (key phrase focused)
- Match Type
- Customer Search Term
- Impressions*
- Clicks/Click-Thru Rate (CTR)
- Cost Per Click (CPC)
- Spend
- 7 Day Total Sales
- Total Advertising Cost of Sales (ACoS)
- Total Return on Advertising Spend (RoAS)
*Note that the variety of impressions displayed the reviews might not match what’s listed in Seller Central’s Campaign Manager. That’s as a result of the search time period report solely contains search phrases that resulted in at the least one buyer click on.
Since Amazon organizes the info neatly in a spreadsheet, you’ll be able to filter it in accordance to which situation you need to analyze (i.e. low impressions, excessive CPC, and so on.).
When analyzing search time period reviews, I like to filter the info by ACoS (proven under as “Total Advertising Cost of Sales”). That means, I can shortly establish which key phrases aren’t performing effectively, and do away with them to optimize my advert spend.
I’ll pay attention to any key phrases which can be getting clicks however no gross sales, and add them to my “detrimental key phrase” record. That means, my advert received’t seem for these search phrases (and I received’t pay for clicks that don’t convert). To do that, discover the corresponding marketing campaign inside Campaign Manager and click on “Negative key phrases.”
Now let’s discuss in regards to the occasional incongruity you’ll discover between focused versus precise search phrases. Notice how the key phrases within the “Targeting” column don’t at all times precisely match these beneath “Customer Search Term”?
When I discover a buyer search time period with a low ACoS, I transfer it right into a “Phrase” or “Exact” match marketing campaign, since I now know that clients are utilizing it to discover my product.
In the screenshot above, you’ll be able to see that most of the key phrases I goal have low click on by charges. But their whole ACoS and RoAS make them price maintaining in my campaigns.
You also can view whether or not the search phrases Amazon has chosen on your automated marketing campaign are performing effectively. If you discover new key phrases price paying for within the automated marketing campaign knowledge, add them into your guide phrase or precise match campaigns.
When sorting by knowledge out of your automated campaigns, you may additionally discover ASINs blended in with buyer search phrases.
This signifies that Amazon confirmed your advert on one in all your competitor’s itemizing pages. If you don’t need your advertisements displaying up on a selected competitor’s itemizing, you’ll be able to add that ASIN to your detrimental key phrases record. On the flip aspect, if that ASIN focusing on is getting impressions, clicks, and gross sales, you’ll be able to goal that particular ASIN utilizing Sponsored Product or Sponsored Brands advertisements.
Targeting Reports and Keyword Reports
Targeting reviews (for Sponsored Product campaigns) and equally, key phrase reviews (for Sponsored Brand campaigns), present detailed insights into gross sales and efficiency metrics for targets in all campaigns that acquired at the least one impression.
Download these reviews to see how your targets and key phrases have carried out over the previous 90 days — this may also help you regulate your bid and develop your targets to enhance your marketing campaign’s total efficiency.
The focusing on report exhibits you the whole lot you’re focusing on for every of your campaigns, together with key phrases, classes, or particular ASINs. Unlike Search Term reviews, these received’t present you clients’ search phrases.
Targeting reviews offer you the next metrics:
- Date
- Portfolio identify
- Campaign Name
- Ad Group Name
- Targeting
- Match Type
- Impressions
- Clicks
- Click-Thru Rate (CTR)
- Cost Per Click (CPC)
- Spend
- Total Advertising Cost of Sales (ACoS)
- Total Return on Advertising Spend (RoAS)
- 7 Day Total Sales
- 7 Day Total Orders (#) and so on.
Targeting reviews show you how to perceive how your targets are performing over time, so you’ll be able to optimize your bids, establish any duplicate key phrases, and detect different potential points together with your listings.
For occasion, when you’ve got a key phrase with a excessive click-through fee however low impressions, it might imply your bid for that concentrate on is simply too low — it’s engaging, however not sufficient clients are viewing it. By growing the bid, you stand to get extra impressions.
Also, concentrate to the targets that don’t have an ACoS. This signifies that clients are clicking in your advertisements, however for no matter cause, they’re not buying your product. These key phrases are consuming up your advert price range — transfer them to your detrimental key phrase record so your advert spend can go towards targets that convert.
Keywords that achieve quite a lot of impressions and clicks however no gross sales might additionally point out that there’s one thing unsuitable with itemizing, or that the goal is simply too broad. Make certain your itemizing is totally optimized and comprises useful content material clients are searching for. Is your worth too excessive? Are your photographs poor? See what enhancements you can also make to encourage conversions.
Over time, as you take away poor performing key phrases out of your campaigns, you’ll discover your ACoS lower, and your total each day price range lasting longer.
Advertised Product Report
Advertised product reviews present insights into gross sales and efficiency metrics for marketed ASINs in all campaigns that acquired at the least one impression.
Basically, they present sellers which of their ASINs are getting probably the most impressions over the past 90 days, damaged up by marketing campaign identify and advert group identify. That means, you’ll be able to view advert efficiency on your account each as an entire and on the particular person ASIN or SKU stage for each advert group.
Advertising Product reviews show the next metrics:
- Start Date/End Date
- Portfolio identify
- Campaign Name
- Ad Group Name
- Advertised SKU
- Advertised ASIN
- Impressions
- Clicks
- Click-Thru Rate (CTR)
- Cost Per Click (CPC)
- Spend
- 7 Day Total Sales
- Total Advertising Cost of Sales (ACoS)
- Total Return on Advertising Spend (RoAS)
- 7 Day Total Orders (#) and so on.
You’ll give you the chance to see what number of impressions every marketing campaign acquired, and what you spent to run every marketing campaign.
You also can view the 7-day conversion fee for every advert group, which supplies you insights on the place your efforts are greatest spent, and which areas want tweaking. For occasion, perhaps you discover that your Broad Match advertisements have a low conversion fee. In that case, you should utilize the Search Term and Targeting reviews to determine which key phrases or targets could be to blame.
Other Amazon PPC report Types
Purchased product report
Sometimes, your Sponsored Product or Sponsored Display advert for one product will lead clients to buy a unique product in your line. The bought product report will present you precisely which of your non-advertised merchandise clients truly purchase after clicking in your advert.
After viewing it, you’ll be able to determine whether or not or not you want to add these merchandise, or specific variations or ASINs to your campaigns.
Purchased product reviews knowledge is out there for the final 60 days.
Search time period impression share report (SIS)
This report will let you know the numeric rank of your impression share relative to different advertisers for every particular person key phrase that you’re focusing on. Basically, it compares your advertisements to your competitor’s advertisements, for Sponsored Products or Sponsored Brands.
For instance, if you happen to ran a Sponsored Product advert focusing on the key phrase “baseball hat,” your SIS report will present you the place you rank in impressions amongst different baseball hat sellers on a given day. If the report exhibits your impression share is 25% on May 1st, meaning you received 25% of all of the Sponsored Product impressions for the key phrase “baseball hat” that day.
Armed with this data, you’ll be able to determine if you happen to want to improve your bids on particular key phrases to enhance your impression share.
SIS insights can be found for the earlier 65 days.
Placement report
Location, location, location: relying in your bid, your Sponsored Product advertisements might present up on the prime of Amazon search outcomes, someplace within the center or close to the underside, or on a competitor’s product element web page. The placement report compares your advert’s efficiency primarily based on its location.
For instance, in case your advert performs higher when proven on the prime of the search outcomes, this report will let you recognize. You can take that data and regulate your bids to improve your probabilities of successful the highest of search placement.
Placement reviews knowledge is out there for the final 90 days.
Campaign placement report
Similar to the location report for Sponsored Products, this report exhibits you ways your Sponsored Brands campaigns carry out throughout totally different placement varieties on Amazon.
Campaign placement reviews knowledge is out there for the final 90 days.
Keyword placement report
For Sponsored Brand advertisements, you can too view gross sales and efficiency metrics for key phrases throughout every placement kind. Use this data to make bid changes and develop your key phrase goal record.
Keyword placement reviews provide a customized date vary of the final 90 days.
Campaign report
The marketing campaign report offers an outline of your marketing campaign’s efficiency as an entire. It’ll present you the place you want to optimize or the place chances are you’ll profit from an even bigger price range.
For Sponsored Brands, marketing campaign report knowledge is out there for the final 60 days. For Sponsored Products, marketing campaign reviews knowledge is out there for the final 18 months.
Performance over time report
If you need the broadest overview of your advert spend and efficiency, use this report. You’ll give you the chance to view the clicks, price per click on (CPC), and spend for all your Sponsored Products Campaigns.
Overall, this isn’t a report I’d suggest specializing in when attempting to optimize your PPC campaigns — it’s not as detailed as different reviews, and the insights aren’t as useful.
Performance over time report knowledge is out there for the final 90 days.
I do know that’s quite a bit of knowledge we simply threw at you, however understanding all your choices as a vendor will show you how to implement the best promoting methods.
Understand how your Amazon enterprise is performing with PPC reviews
I encourage you to obtain every report kind and dig into the info that Amazon supplies to see if it’s helpful for you.
On prime of the promoting reviews, Amazon supplies sellers with detailed enterprise reviews, success reviews, return reviews, and extra. It is usually a bit overwhelming to undergo every one, however it is vital to totally know the ins and outs of your Amazon enterprise.
Do you have got extra questions on promoting reviews? Let us know within the feedback!
