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How To Analyze Data On Your PPC Campaign?

Last updated on April 22nd, 2024 at 06:38 am

Struggling to get the most out of your Amazon pay-per-click ads? In that case, you should investigate the relevant information properly. While it is one of the less attractive aspects of pay-per-click advertising, PPC data analytics is a necessity for avoiding financial waste.

These pointers will be invaluable if you are either completely lost when faced with evaluating Amazon PPC data or would like to go further into the performance of your campaign.

In this article, you will learn all about Amazon analytics and how to utilize your data to make your budget go further for your Amazon business.

Identify Your Campaign Goals

Decide what you want to accomplish with each campaign before you even consider making sense of your Amazon PPC statistics.

Want to boost sales? Increase the number of people who convert into paying customers. Promote an upcoming service or product? As an alternative, perhaps you might work on increasing your brand’s visibility and attention online.
Read More: Exploring Amazon TACoS: The Essence of Advertising Cost

Maintain Amazon PPC Campaign Structure

If you change your campaign structure, overlap could cause repetitive adverts. Organized campaigns are easier to handle and less complicated for you and your team.

Group-Related Products While Advertising

When setting up Amazon PPC ads groups, you’ll choose products and keywords to position ads. Unrelated products won’t convert because all of them should show up for the keywords you choose. Adding a monitor to an ad group for keyboards would not convert because the user is seeking a keyboard.

Raise Buy Box and Best Seller Badge Privileges

Use the Buy Box and Seller Badge to boost credibility and sales on Amazon product display advertisements.

Box Buy

Buy Box guides customers to the best purchase for a common item. Most customers buy exclusively from Buy Box because they know they get the best bargain.

Achieving the Buy Box is difficult. Reviews will cover seller performance, inventory, and shipping. 99% of consumers will be yours once you get it!

Top Seller Badge

Online sellers who outperform their competitors receive the Amazon Best Seller label, an orange ribbon emblem. It’s easier to acquire Best Seller badges because up to 100 vendors in each category receive them.

Earning a Best Seller badge is difficult. Place your products in a less competitive category to increase your badge chances. Try it out and enjoy your validated icon if it outperforms your competition. These accomplishments in your Amazon PPC ads reassure clients that you’re a reliable seller.

Test Automated Features

Amazon allows human and automated ad campaigns. Some automated elements are useful, but manual campaigns offer the most control. The most useful automatic feature is keyword research.

After running an automated campaign for a product group for a few days, you can aggregate the top search phrases for your product and put them into a manual campaign.

Stop the automatic campaign if you’re utilizing it for research to save money. This technique can find Amazon-missed terms, therefore manual keyword research is still important.

Match Keywords To Product Listings

No matter the traffic, search engines want to show the most relevant results. So Amazon won’t show product advertising that doesn’t match a user’s query. This makes keyword inclusion in product listing images crucial.

This should never be overdone for Amazon PPC ads. That can backfire and make it difficult for potential customers to grasp your goods.

Target Specific Long-Tail Keywords

Long-tail keywords are longer, more specific phrases. It will increase the likelihood of your goods appearing because those keywords have less competition. Specific searches indicate what users want to buy, making them more likely to convert. These keywords must match your product for this strategy to work.

Use Negative And Keyword Match Types

For each ad group, match types define how closely your product ads match the keywords you chose. Three match types:

The product ad appears if all search query words match ad group keywords. This scenario doesn’t require word order. Misspellings, spelling variations, and synonyms match too.
When a search query uses the terms in order, the ad appears. An exact order is needed. Keywords singular and plural are also matched.
A search query must match the term to show the ad. Singular and plural matches are accepted.

Track Product Performance And Adjust Spending

Multiple products in one ad group usually share keywords. The greatest and worst goods in an ad group will become apparent over time. To maximize sales and return on your Amazon PPC campaign, eliminate underperforming products from an ad group.

This sends impressions and clicks to the most attractive, conversion-ready products. You can also manage where your ad appears on a page and how many clicks you get by modifying your bid price. You can modify this till spending and sales are optimal.

Assess Your Competitors’ Keywords

You could expand your product market by finding your competitors’ best keywords. These can be added to your campaigns to achieve similar outcomes. Ask yourself, “How do I do this?” You can do it manually or online. Using online tools and strategies is better than doing it yourself, which is difficult and time-consuming.

Increase Bids By Adding Keywords

When adding new keywords to an Amazon PPC campaign, start with a higher bid price. New keywords have no history, thus Amazon has nothing to base ad display on. Start your new term with a higher bid price to generate impressions and clicks. After some keyword history, you can drop your bid price to find an appropriate level.

Give Amazon PPC Time To Succeed And Optimize

This is how it works: outcomes take time. Fear not! You should wait to see the outcomes before making marketing changes.

Advertisers might utilize budget limitations to avoid overspending while waiting for results. Remember to prioritize impressions and keyword bid prices. By tracking this, you may change your bid price to maximize sales and minimize expenses!

9-Step Amazon PPC Audit Guide

Review The Kpis For Your Performance

Start your Amazon PPC audit by keeping track and measuring the performance indicators for each campaign, such as your:

Advertising cpc (cost-per-click) impressions, clicks, and ads
The ROI of advertising budgets
Product sales
Rates of click-through (CTR)

These measures should be examined over a sufficiently enough period. For instance, you shouldn’t review your ACoS from last week. Review your ACoS for the most recent three months. You will have a better grasp of the efficacy of your campaigns with this more holistic perspective.

The recommended method is to use the same timeframe for analyzing all of your KPIs. The subject of time often arises when people talk about auditing Amazon PPC campaigns. Take pay-per-click (PPC) campaigns as an example; how long does it typically take to review them and make adjustments to their parameters?

Using data from at least two weeks into your campaigns is what Amazon suggests if you’re utilizing automatic targeting. Consider the monthly search volume of your search phrases when choosing a timeframe for your campaigns that use manual targeting.

For example, if a search phrase has a monthly search volume of 1000 or higher, you should be able to gather enough data within two weeks to evaluate your Amazon PPC effectiveness early on.

You should also consider the possible influence of seasonal or holiday sales when deciding on a timetable. Summertime is perhaps the best time to run ads if your company offers pool equipment rather than wintertime.

Regardless, you can save time and effort by getting the relevant report from Amazon Seller Central, which is part of our Amazon PPC audit guide. For example, you can see how many clicks, cost per click, and budget you have for all of your Sponsored Products campaigns in the performance over time report.

Evaluate Your Campaign Structure

You can go on to review your campaign’s structure when you’ve finished gathering performance data for your Amazon PPC audit. A chaotic campaign could result in costly ads that fail to meet expectations, so it’s wise to review your campaign structure.

Asking yourself these questions can help you audit the structure of your Amazon PPC Campaign:
To what end is this campaign advertising these particular products, and to what demographics?
Does the campaign use a consistent naming scheme that everyone can understand?
Do you use automatic or manual targeting in your campaign?

For instance, if your company’s campaign promotes women’s sneakers through automatic targeting and its name is “Sneakers – Women – Automatic Targeting,” it’s clear to anyone accessing your account what the campaign is advertising.

However, anything that has an ad group named “Men’s Running Sneakers” in it should raise suspicious eyebrows.

If your campaign is named “Sneakers – Men – Automatic Targeting” and the other ad groups in your campaign are similarly named, then the “Men’s Running Sneakers” ad group should be in a different campaign, which brings us to the next part of your Amazon PPC audit.

Ad Group Evaluations

Proceed to review the ad groups after you have completed the ad campaigns. Subfolders inside an ad campaign are similar to ad groups.

Evaluating your ad groups is vital because they are interconnected and contribute to your total campaign. They should be considered for separate campaigns or perhaps created entirely if they are related.

An exemplary advertising campaign and its ad groups can be seen here:

Sneakers – Women – Automatic Targeting
Ad group: Running Sneakers – Women
Ad group: Fashion Sneakers – Women
Ad group: Walking Sneakers – Women
Boots – Women – Manual Targeting
Ad group: Ankle Boots – Women
Ad group: Knee-High Boots – Women
Ad group: Mid-Calf Boots – Women

You may have noticed that each campaign remains focused on its area. For instance, the “Sneakers – Women – Automatic Targeting” campaign remains inside the world of sneakers and does not venture into other footwear domains such as sandals, boots, hiking shoes, or even hiking shoes.

Assess Your Ad Targeting

The next step is to look into your advertising targeting. You can already tell what kind of targeting your campaign employs from your evaluation:

With automatic targeting, Amazon may manage and supervise your keyword targeting according to the details of your product listing.
Using the keywords you supply, you may manually oversee and modify the targeting of your ads.
A decent Amazon PPC audit will look into the possible return of moving from automatic targeting to manual targeting, even though Amazon suggests automatic targeting for new ads. The reason is, that you get greater control and can refine your keyword targeting when you use manual targeting.
You may avoid having your product advertising shown in irrelevant search results by using these keywords. Ad networks like Google Ads often use negative keywords, such as “free,” in their ads.

Find Out How You’re Targeting Keywords

Your keyword targeting on Amazon will be assessed in your PPC audit, regardless of whether you utilize automatic or manual targeting. When you open the Search term report in Seller Central, you will be able to see the data you used to target keywords.

Is there a search keyword that generates a lot of impressions but no clicks? On the other hand, is there a term that you use often but rarely for sales? You might want to add these terms to your negative keyword list or use them to find out what your product listing is missing. To maximize your earnings, target search terms should have low CPCs and high sales.

Your company will nearly always see a return on investment from those search phrases. Still, you can try to boost these search terms’ performance in other ways, including making your product listing’s headline more clickable to boost CTR or increasing your keyword targeting to boost impressions and clicks.

Review Your Product Listings

Your product listing evaluation should go hand-in-hand with your keyword targeting evaluation. Keywords that bring people to your product listings but don’t make a sale are possible.

Rethink your product’s features, description, photos, or title to boost conversion rates if these keywords (and their search intent) align with your product and its offerings.

For instance, perhaps the Amazon product photography included in your product offering are of low quality. Another possibility is that the product’s features don’t adequately address customer concerns or show how valuable your product is. Compare your listing to that of your competitors by looking at their product pages.

Think about the keywords you want to use for Amazon SEO if you decide to make changes to your product listing. While making adjustments to increase the likelihood of customers purchasing your goods, you should maintain targeting those keywords (if they remain relevant and worthwhile).

Optimize Your Bids

Manually targeted ads have one bid per term, whereas automatically targeted campaigns have one bid per ad group. Once again, moving from automatic to manual targeting is something to consider when assessing your Amazon PPC ads.

The following questions should be considered while reviewing your bids:

Most cost-effective keywords for sales?
Sales are more expensive with which keywords?
Your company wants to target profitable keywords. Overpaying for a sale damages ACoS. Step six of improving Amazon listing images may be worth pursuing if you wish to keep a cost-prohibitive keyword.

Your brand should optimize bids and invest more in profitable keywords. These keywords give your business a greater ROI, which you may utilize to improve your marketing campaigns.

Potential Duplicates

Duplicating ASIN search keywords with the same match kinds can drain your ad budget. To avoid having duplicate metrics on the same search term, don’t negate a recently migrated word that’s now an exact match in auto, broad, and phrase match types. Removing duplication is a great practice to avoid this.

Budget Efficiency

Check if you’re spending your daily budget. If you underspend, you may lose sales. Spending on the wrong things may cost you opportunities. Your budget will be more efficient if you can focus ad spending on your best products.

That does not mean you should abandon your other PPC campaigns; it is just something to consider when prioritizing products, especially if there are overlapping keywords.

Amazon PPC Report Types

While your ad campaigns are running, Amazon is gathering a ton of data that shows how good (or bad) they are.

Amazon FBA Sellers can choose from a variety of ad reports. Campaign types such as Sponsored Products, Sponsored Brands, and Sponsored Displays allow you to run reports accordingly. After that, there are many different report types to choose from for each PPC campaign type.

Insightful analytics including customer search phrases, impressions, click-through rates, clicks, ACOS, and more are available to sellers through these reports.

Targeting, promoted products, campaigns, search terms, placement, performance over time, and purchased product reports are all part of Sponsored Products. This is in addition to the reports for vendors and sellers.
Category benchmark (vendors and sellers only), campaign placement, search phrase, keyword, campaign placement, search term impression share, and category are all statistics that are part of Sponsored Brands.
Campaign, targeting, promoted product, and purchased product reports are all part of Sponsored Display (sellers only, not suppliers).

Does Amazon PPC Make Sense For Sellers?

We can now answer our original question—is PPC worth it?—by comparing and contrasting the main benefits and drawbacks of PPC. Allow me to paint a hypothetical picture here. Take, for example, the case where your company deals in the sale of gowns and suits for the corporate world.

You create a single, ideal landing page while you’re setting up your pay-per-click campaign. The next step is to use the landing page as a basis for Google Ads, where you can target a group of about fifty different clothing-related keywords, such as “skirt” and “shirt.”

Since that is out of the way, you can relax for a few weeks while you await payment. Surprisingly, though, no money comes in.

However, your campaign has burned up your whole PPC budget and barely created any new sales. Worst-case scenario, right? Your main thought is undoubtedly, “This wasn’t worth it!” But. How did this happen? You got awful results—how? They came from your mistakes.

Your PPC campaign was poorly optimized. Your results would have improved if you had done a few things differently. To recap, is PPC worthwhile? Yes—if you know how to use it.

Real-Life Case Studies

Traeger

Traeger’s marketing campaign helps grillers grill smarter, not harder. The brand ranks for relevant keywords like “wifi grill,” helping it reach its target demographic. Here are some Amazon Sponsored Brands information:

Long-tail keywords help you reach qualified shoppers.
Combine two or three of your marketed products, such as pellets and grills.
Make your headline curious, like “Taste the wood fire difference”.
Add a video ad to boost your campaign.

La Colombe

Along with other Amazon brands, La Colombe bids on brand-related keywords like “la Colombe.” This helps the company rank higher than Starbucks and other keyword bidders. What can La Colombe’s Sponsored Brands commercial teach? Among other things:

For diverse user demands, offer dairy and non-dairy choices.
List bulk items like “9 Fluid Ounce, 12 Count” and their quantities.
Match product pictures to boost brand recognition.
Bonus: Optimize Amazon Store for user “Shop [Your Brand]” clicks.

Foxelli

Interested in advertising just one product? Use advertisements for Sponsored Products, such as Foxelli. To promote their trekking poles on Amazon, one outdoor gear company competes with household names by using Sponsored Products ads.

Important points to remember from this example of Amazon advertising are:

In your primary product image, highlight all the features that buyers would enjoy when they buy.
Title your product with relevant keywords, such as “carbon fiber trekking poles.”
Use adjectives like “lightweight” and “collapsible” to describe the product.

Bonus: Hire an expert to set up your stuff for pictures.

Wrapping It Up

Aside from advertising statistics, Amazon also gives sellers full data on business, fulfillment, returns, and more. Although going through each one may be challenging, getting to know your Amazon business inside and out is important.

Learn how to use data-driven analysis to crack the code of successful Amazon PPC marketing. Maximize the impact of your ads by learning how to track, measure, and optimize them.

Get started today with KenjiROI

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