As a successful Amazon seller like myself, you know that running effective PPC campaigns is crucial for sales and profits. But the real mastery comes in analyzing the data. By digging into Amazon‘s reporting suite, you can gain actionable insights to significantly improve your Sponsored Ads performance.
In this comprehensive guide, I‘ll show you exactly how to interpret key advertising metrics, access Amazon‘s reports, and leverage the insights to optimize your campaigns. With the right analytics strategy, you can drive stronger results and ROI. Let‘s dive in.
Why Advertising Reports Are Critical
Simply put, Amazon advertising reports allow us to monitor and evaluate our campaigns. Without performance data, we‘re flying blind and can‘t identify issues or opportunities.
Reports empower us to:
- Track sales, clicks, spend, ACoS, and other KPIs
- Discover high and low performing keywords, products, and targets
- Adjust bids, budgets, targets, and creative to optimize performance
- Identify trends and issues early to keep campaigns on track
Regularly analyzing this data is mission critical for running profitable PPC campaigns. Now let‘s overview the metrics you need to know.
Key Advertising Metrics To Track
To interpret Amazon‘s reports, we first need to understand the key performance indicators. Here are the crucial metrics you should monitor:
Standard Digital Advertising KPIs
- Impressions – How often your ads are shown
- Clicks – Total clicks your ads receive
- CTR – Click-through-rate or clicks/impressions
- CPC – Average cost-per-click
- Spend – Total advertising spend
- RoAS – Return on ad spend or sales/spend
Ecommerce Marketing KPIs
- Conversion Rate – Percentage of clicks becoming sales
- Detail Page Views – Product page views
- Units Sold – Total units sold
- Orders – Total orders
- Attributed Sales – Total sales from ads
- ACoS – Ad spend divided by sales
Now let‘s go over where you can find this data.
Where To Access Amazon‘s Reports
You have 3 options to retrieve advertising reports:
1. Amazon Advertising Console
This dashboard provides campaign metrics and lets you segment, filter, and export the data.
2. Downloadable Reports
Under Reports you can download detailed files like:
- Search Term Reports – See keyword metrics
- Campaign Reports – View campaign performance
- Targeting Reports – Evaluate targets like keywords and products
- Placement Reports – Assess search vs. product page placement
3. Amazon Advertising API
The API automates data retrieval so you can build custom analytics.
Next, we‘ll explore how to turn insights into impact.
How To Improve Campaigns With Reporting Data
Optimizing your PPC strategy based on performance data is crucial for success. Here are best practices to implement:
Monitor Your Budget and Bids
If you are spending your full daily budget, increase it or lower bids on underperformers. Underspending? Raise bids on high converters or launch new campaigns.
Tip: Get budget alerts so you can adjust before running out.
Review Advertised Products
Cull low performing ASINs with high ACoS and low RoAS. Promote winners with low ACoS and high RoAS.
Delete poor keywords with high ACoS and low RoAS. Add negative match keywords to control irrelevant clicks. Use automated campaigns to find new high-potential keywords.
Adjust Bids Strategically
Lower bids for poor performing keywords with low conversion rates. Increase bids for keywords with high conversion rates and low ACoS to get more impressions.
Prioritize Relevant Products
Ensure advertised products have strong reviews, images, titles, and content. Promote best sellers and new releases customers want. Remove out of stocks or low-quality listings.
Advanced Optimization Tips
Here are some additional expert-level optimization strategies:
Analyze Click Metrics
Study click metrics to find bad actors. High impressions but low CTR? Relevant traffic isn‘t engaging. High CTR but low conversion? Traffic quality is low.
Review Search Term Reports
Identify high performing keywords driving sales and low performers diluting relevance. Optimize targeting accordingly.
Evaluate Day Parting Trends
Use date filters to identify hour/day trends. Increase bids at high converting times; decrease when engagement drops.
Assess performance by placement like top of search vs. product pages. Adjust bids to focus on high performing placements.
Set Up Conversion Tracking
Use tracking to gauge beyond-click conversions. This reveals true ROAS. Optimize to improve overall conversion funnel.
Test The Waters
Try new keywords, targets, placements and creatives using a small budget. Scale up winners, eliminate underperformers.
Here are the core reporting insights to help optimize your Sponsored Ads campaigns:
- Monitor key metrics tied to your objective like sales or clicks
- Use reports to identify highs and lows – then optimize accordingly
- Adjust targeting, bids, budget, placements and creatives per the data
- Analyze performance by day parting, keywords, placements and other factors
- Continuously test new variables and scale up what works
- Automate analysis to catch issues early and capitalize on opportunities
Using Amazon‘s reporting to shape your PPC strategy takes work but pays off tremendously. I hope this guide gives you a blueprint to unlock greater value from your advertising data. Feel free to reach out if you need any help optimizing your Amazon campaigns!