Amazon Promoting Studies Each Advertiser Ought to Know About

August 14, 2023

157

As an Amazon vendor, you have to know the significance of running PPC campaigns to your merchandise.

However the work doesn’t cease there.

Let’s say you’ve launched your PPC marketing campaign, picked key phrases, and set up your ad budget—now what?

How have you learnt in case your efforts are paying off?

That’s the place the Amazon promoting report is available in!

Consider it because the guiding wheel to your campaigns that helps you perceive what works and what doesn’t to your campaigns.

With this data, you’ll be able to plan your campaigns higher, use budgets smarter, and set your Amazon campaigns up for achievement.

Let’s go over the completely different promoting stories Amazon affords and the best way to use them on this weblog.

Here’s a fast peek into the article:

Amazon Advertising Report Types
- Sponsored Merchandise (SP)
- Sponsored Manufacturers (SB)
- Sponsored Model Movies (SBV)
- Sponsored Show (SD)
The most useful Amazon advertising reports – How to analyze them
How to download Amazon advertising reports from Seller Central
Final thoughts

Amazon Promoting Report Sorts

Amazon affords a number of PPC stories for Sponsored Merchandise, Sponsored Manufacturers, Sponsored Brand Videos, and Sponsored Show advert campaigns. And every report offers completely different metrics that can assist you make completely different enterprise choices.

The Most Helpful Amazon Promoting Studies – Interpret Them

Even when Amazon offers a number of stories for every marketing campaign sort, not all stories are equally helpful. Most entrepreneurs use Search Time period stories, Concentrating on stories, and Marketed Product stories to optimize PPC campaigns.

So, with out additional ado, let’s perceive the completely different PPC Studies and the best way to use them:

Search Time period Studies

Amazon Search Time period Studies are probably the most generally downloaded and analyzed PPC report by sellers.

The Search Time period Studies provide you with a transparent image of particular search phrases that Amazon clients use to search out and buy your and your opponents’ merchandise.

Metrics discovered within the search time period report

Marketing campaign begin date and finish date
Portfolio title
Marketing campaign Identify
Advert Group Identify
Concentrating on (key phrase focused)
Match Kind
Buyer Search Time period
Impressions*
Clicks/Click on-Through Fee (CTR)
Price Per Click on (CPC)
Spend
7-Day Whole Gross sales
Total Advertising Cost of Sales (ACoS)
Whole Return on Promoting Spend (RoAS)

Use the Search Time period Report

In case you’re operating PPC campaigns for over two weeks, think about analyzing the stories periodically to find new key phrase alternatives.

For instance, you’ll be able to filter the Search Time period Report by ACoS to determine key phrases which can be performing higher and never performing in any respect.

Let’s say you’re promoting a scented candle and have two key phrases, “Citric Scented Bottled Candles” and “Lemongrass Scented Jar Candle.”

The primary one has an ACoS of 80%, and the 2nd key phrase has a 20% ACoS.

From this information, you’ll be able to clearly see that the search time period “Citric Scented Bottled Candles” is producing much less ROI. Equally, you’ll be able to filter and discover the search phrases that get clicks however not gross sales.

Add these search phrases as negatives in your marketing campaign to cease losing cash on them.

However, should you see a key phrase in your broad match marketing campaign producing a low ACoS, transfer the key phrase to phrase match. If a phrase match key phrase generates low ACoS, transfer it to precise match to additional refine the concentrating on and cut back wasted advert spend.

Additionally, maintain reviewing your automated campaigns and determine search phrases that carry out nicely, and transfer them into handbook precise campaigns to realize extra management and maximize RoAS.

Word: Alternatively, use the amazonnewstoday Advertising dashboard to carry out all these duties with just a few clicks. This fashion, it can save you time and overview your metrics in a single place.

In contrast to Amazon’s 65-day look-back window, amazonnewstoday affords limitless information retention, permitting you to investigate search time period information for any previous interval and make data-driven choices.

Concentrating on Report

The concentrating on report for Sponsored Product campaigns affords detailed insights into the efficiency of various concentrating on choices in your campaigns over the previous 90 days.

The report reveals you each key phrase, ASIN, and class that you simply’re promoting on. Not solely that, it additionally reveals the efficiency of various match sorts of auto-campaigns.

Metrics discovered within the concentrating on report

Date
Portfolio title
Marketing campaign Identify
Advert Group Identify
Concentrating on
Match Kind
Impressions
Clicks
Click on-Through Fee (CTR)
Price Per Click on (CPC)
Spend
Whole Promoting Price of Gross sales (ACoS)
Whole Return on Promoting Spend (RoAS)
7-Day Whole Gross sales
7-Day Whole Orders (#) and so on.

Concentrating on report means that you can grasp how completely different key phrase and product targets carry out over time. This fashion, you’ll be able to alter your bids, spot duplicate key phrases, and maximize your advert finances.

For instance, should you see a key phrase that has a excessive CTR however a low impression, meaning the key phrase has potential, however you’re most likely bidding too low for that concentrate on.

Right here, you’ll be able to enhance the bid to achieve extra consumers and generate extra gross sales.

Additionally, determine merchandise which have 0% ACoS. It means these merchandise are getting clicks however not any gross sales. One motive might be a discrepancy between consumers’ intent and product choices.

So, both optimize the product listing to enhance positioning or transfer this key phrase to negatives so your advert spend can go in the direction of high-converting key phrases.

Aside from that, you’ll be able to simply perceive product seasonality by figuring out the best-performing ASINs for the final 90 days.

Marketed Product Report

The Marketed Product Report offers complete efficiency and gross sales metrics for all of your marketed ASINs in all campaigns which have acquired at the least one impression.

The report additionally breaks up all of the ASIN efficiency by campaigns, advert teams, and SKUs.

Metrics discovered within the marketed product report:

Begin Date/Finish Date
Portfolio title
Marketing campaign Identify
Advert Group Identify
Marketed SKU
Marketed ASIN
Impressions
Clicks
Click on-Through Fee (CTR)
Price Per Click on (CPC)
Spend
7-Day Whole Gross sales
Whole Promoting Price of Gross sales (ACoS)
Whole Return on Promoting Spend (RoAS)
7-Day Whole Orders (#) and so on.

Kind the report by 7-Day Whole Gross sales to determine your best-performing merchandise.

For instance, let’s say, as a part of your Prime Day advertising and marketing technique, you wish to allocate extra advert finances to worthwhile merchandise. With the 7-Day Whole Gross sales metric, you’ll be able to simply determine the trending merchandise and allocate your promoting finances to these merchandise.

Placement Report

Relying in your bid, Sponsored Product and Sponsored Model adverts can seem elsewhere like the highest of the search, the remainder of the search, and so on.

The position report provides you efficiency metrics of your adverts based mostly on their location.

For instance, from this report, you’ll be able to perceive what marketing campaign placement works nicely for you. You’ll be able to analyze vital metrics reminiscent of impressions, ACoS, and gross sales to determine efficiency throughout the highest of the search, rest-of-search, or product particulars web page placements.

Use this information to regulate your bids to optimize your marketing campaign placements and generate extra ROI.

Metrics discovered within the placement report

Date
Portfolio title
Foreign money
Marketing campaign Identify
Bidding technique
Placement
Impressions
Clicks
Price Per Click on (CPC)
Spend
7-Day Whole Gross sales
Whole Promoting Price of Gross sales (ACOS)
Whole Return on Promoting Spend (ROAS)
7-Day Whole Orders (#)

Price range Report

The Sponsored Merchandise Price range Report helps you handle your advert campaigns higher.

It offers you with metrics that can assist you perceive what would occur to your gross sales and income in case your campaigns get out of finances.

It additionally offers suggestions to attenuate the possibility of operating out of finances.

Metrics discovered within the finances report

7-Day Whole Orders (#)
7-Day Whole Gross sales
Common Time in Price range
Bidding technique
Price range
Marketing campaign Identify
Marketing campaign Kind
Clicks
Click on-Through Fee (CTR)
Price Per Click on (CPC)
Foreign money
Finish Date
Estimated Missed Clicks Vary Max
Estimated Missed Clicks Vary Min
Estimated Missed Impressions Vary, Max
Estimated Missed Impressions Vary Min
Estimated Missed Gross sales Vary Max
Estimated Missed Gross sales Vary Min
Impressions
Portfolio title
Advisable Price range
Spend
Begin Date
Standing
Whole Promoting Price of Gross sales (ACOS)
Whole Return on Promoting Spend (ROAS)

Bought Product Report

Typically you’ll be able to see that consumers click on on a Sponsored Product or Sponsored Show advert however buy a special product out of your portfolio.

The Bought product report reveals which non-advertised product the consumer purchased after clicking in your advert. It helps them discover methods to scale back ACoS and determine cross-selling and upselling alternatives.

You should use this report to know whether or not you should run adverts on these merchandise or not.

Metrics discovered within the bought product report

Begin Date
Finish Date
Foreign money
Marketing campaign Identify
Portfolio Identify
Price Kind
Advert Group Identify
Bid Optimization
Marketed SKU
Marketed ASIN
Bought ASIN
14-Day Model Halo ASIN Orders (#)
14-Day Model Halo ASIN Items (#)
14-Day Model Halo ASIN Gross sales ($)

Gross and Invalid Site visitors Report

Typically you may observe that your listings are getting clicks however not gross sales. This may occur on account of non-human, fraudulent, or bot site visitors.

The Gross and Invalid Site visitors Report reveals you the quantity of site visitors that’s probably fraudulent or illegitimate.

It additionally consists of site visitors that may skew precise information, reminiscent of double clicks, duplicate visits, and so on.

You should use this report to know the gross site visitors metrics to your marketing campaign, like gross impressions, invalid impressions, gross clicks, invalid clicks, and so on.

Metrics discovered within the Gross and Invalid Site visitors Report

Marketing campaign Identify
Clicks
Finish Date
Gross Clicks
Gross Impressions
Impressions
Invalid Click on Fee
Invalid Clicks
Invalid Impression Fee
Invalid Impressions
Begin Date
Standing

Overview the invalid site visitors together with your marketing campaign efficiency metrics like CTR and CVR to know the standard of site visitors in your campaigns.

In case you see a big drop in invalid site visitors however excessive CTR and CVR, it means your marketing campaign will get extremely engaged site visitors or vice versa.

Efficiency Over Time Report

The Efficiency Over Time report on Amazon offers the clicks, cost-per-click (CPC), and whole spend to your Sponsored Product campaigns for a specified time period.

Nevertheless, this report doesn’t embrace different important metrics reminiscent of gross sales, conversion charge, or promoting price of gross sales (ACoS).

Due to this fact, you might want to make use of different stories to get a extra complete view of your promoting effectiveness. For instance, you should utilize the search time period report back to see which key phrases are driving site visitors and gross sales to your merchandise or the marketed product report back to see how every product performs by way of impressions, clicks, gross sales, and ACoS.

Search Time period Impression Share (SIS) Report

This report compares your Sponsored Product and Sponsored Model adverts together with your opponents’ adverts and ranks the key phrases based mostly on impression shares.

For instance, let’s say you ran a Sponsored Product advert for the key phrase “water bottle,” and your SIS report says your impression share was 20% on August 1st. It means you bought 20% of all of the Sponsored Product impressions for the key phrase “water bottle” throughout all of your opponents for the day.

This report is useful if you wish to enhance your model’s attain or share of voice. For instance, should you see fewer search time period impressions for sure key phrases, then enhance the bids for these key phrases to seize extra impression share.

Marketing campaign Placement Report

Just like the Placement Report for Sponsored Merchandise adverts, the Marketing campaign Placement Report reveals you the efficiency abstract of Sponsored Model advert campaigns for various placements throughout Amazon for a particular time interval.

Key phrase Placement Report

Within the Key phrase placement report for Sponsored Model adverts, you will get all efficiency metrics for key phrases for all placement sorts.

You should use this metric to optimize your Sponsored Model marketing campaign concentrating on and maximize your RoAS.

Obtain Amazon Promoting Studies From Vendor Central

Downloading the promoting stories from Amazon Seller Central may be very simple. Right here’s a step-by-step course of for you:

Log in to your vendor central account.
Go to “Studies” from the left sidebar, and choose “Promoting Studies.”

In case you’ve created stories up to now, you’ll be able to obtain them from right here straightaway.

If not, click on the “Create a report” button on the highest to create a brand new report.
Choose the configuration and reporting settings in response to your wants.

Click on on “Run Report.”
You’ll be able to obtain the report as soon as it’s accessible.

Closing Ideas

Knowledge is extraordinarily vital to run your Amazon promoting campaigns profitably with none hiccups.

At occasions, although you’re armed with information, it may be laborious to make sense of it. That’s the place you want amazonnewstoday’s state-of-the-art know-how and experience.

From market insights to profitability and growth methods, amazonnewstoday offers you with multiple business reports utilizing Google Knowledge Studio and helps you make data-driven choices.

Apart from, our crew of licensed specialists has helped hundreds of manufacturers, together with Cardology, Coolibar, and Teecino, and elevated their gross sales by as much as 5.6x.

Schedule a call with us and transform your Amazon advertising game!

Tell us should you preferred the publish. That’s the one manner we are able to enhance.

Put up Written by:

Arnab Ghosh

Arnab Ghosh is a licensed eCommerce and SaaS content material marketer with three years of expertise. His space of experience consists of enhancing natural progress with in-depth content material creation and distribution.