Analyzing the performance of Amazon PPC campaigns is crucial for identifying opportunities to optimize and improve results. By regularly reviewing campaign metrics, advertisers can determine which products, keywords, and ads are performing well and which need adjustment.
Important metrics to analyze include click-through-rate, cost-per-click, conversion rate, average cost of goods sold (ACoS), and impression share. View reports on a campaign, ad group, keyword, and product level to identify low performing areas. A/B test different ads, bids, targeting, and landing pages. Use the data to inform decisions about pausing poor performers, increasing bids on high converters, adding negative keywords, etc. Continual testing and optimization is key to improving campaign performance over time.
Review Campaign Metrics to Identify Opportunities
Analyzing campaign metrics is crucial for identifying opportunities to improve the performance of your Amazon PPC campaigns. Here are some tips on how to review campaign metrics to uncover areas for optimization:
Start by looking at your campaign’s impression share metrics. Low impression share indicates your ads aren’t showing as often as they could be. To increase impression share, you may need to expand your targeting, increase bids, create more relevant ad copy, or add more keywords. Evaluating impression share metrics can reveal where your ads have room to gain more visibility.
Closely analyze your click-through rate (CTR) performance. Sort your keyword reports by CTR to see which keywords are underperforming. For low CTR keywords, consider adding negative keywords to exclude irrelevant searches.
Monitor your campaign’s conversion rate over time. A decreasing conversion rate could mean your listings aren’t optimized for conversions. Try A/B testing different optimization variables such as main image, title, etc. Also ensure your product detail page images and copy are compelling shoppers to turn into buyers. Ongoing conversion rate optimization is key for PPC success.
Regularly check your performance for keywords/product ads. Low quality scores lead to higher costs and lower ad ranks. Improve quality score by making your listing pages more relevant to each keyword. Identify where you have room to increase quality scores for savings.
Analyze your keyword reports to find low performing keywords. Terminate any unprofitable or irrelevant keywords. Also look for high performing keywords that may warrant more budget if they are driving a strong ROI. Expanding or tightening targeting through ongoing keyword optimization can boost PPC effectiveness.
Use segmented analytics to identify which campaigns, ad groups, keywords, etc are most profitable. Refine your PPC strategy around what’s working and scale back poor performers. Performance segmentation enables you to double down on your highest ROI opportunities.
Regularly review campaign metrics like impressions, CTR, conversions, cost per conversion, and return on ad spend. Monitor for trends, set benchmarks, and compare to past performance. Ongoing analysis of key metrics is crucial for unlocking additional PPC performance gains.
Analyze Reports at Multiple Levels to Pinpoint Issues
Analyzing reports at multiple levels is crucial for identifying issues and opportunities in your Amazon PPC campaigns. Start by reviewing campaign-level reports to get a high-level view of performance. Look at metrics like impressions, clicks, spend, ACoS, and ROAS for each campaign. Compare these metrics across campaigns to see which are performing better or worse. Also look at changes in performance over time. If a campaign sees a sudden spike or drop in clicks or conversion rate, that indicates an issue to investigate.
Next, dive into ad group reports. Within each campaign, look at metrics for each ad group to identify the best and worst performers. Check if any ad groups have low impression volume or high impression volume but low CTR. These may need adjustment. Also look for high performing ad groups to potentially increase bids on. Granularly analyze keyword reports as well. See which keywords are driving conversions and revenue effectively. Identify low performing keywords that could be paused or optimized. Check search term reports to find relevant search queries that aren’t targeted yet. Use this data to add new keywords or create new higher performing ad groups.
Analyze ASIN reports to see product performance. Look at impressions, CTR, spend, orders, and ROAS per ASIN. Find high converting ASINs to potentially create new campaigns around or increase bids for. Identify low performing ASINs that may need improved content, images, or targeting. Review placement reports to analyze performance by placement type. Assess metrics for product, sponsored brands and headline search ads. Adjust bids and budgets accordingly if some placements convert better. Use reporting filters to analyze performance by day parting, geographic region, device type and more. Create separate campaigns or ad groups if you find certain segments perform markedly better.
Leverage automated campaign management tools as well. Let programs like Signalytics’ PPC A.I. tool optimize bids across keywords and product targets based on your goals. Manual and algorithmic optimization together can maximize ROAS. Don’t just analyze at campaign start, either. Build in regular reporting to monitor on an ongoing basis. Set up automatic report emails to be sent weekly or monthly. Define key metrics to track over time. Continually optimize based on the latest performance data at both macro and micro levels. This rigorous analysis and refinement will keep your PPC campaigns performing at their highest potential.
Continually Test and Optimize Campaign Elements
One of the most important aspects of managing successful Amazon PPC campaigns is to continually test and optimize the different campaign elements. This allows you to identify what is working well and what may need to be tweaked in order to improve campaign performance. There are a few key ways to approach ongoing testing and optimization:
Evaluate campaign performance data frequently, such as on a weekly or bi-weekly basis. Look at metrics like click-through rate, cost per click, conversion rate, and return on ad spend. If any of these metrics seem low or are trending downwards, that indicates an area of the campaign that could likely be improved.
A/B test different product detail page elements, keywords, match types, bids, and targeting. Test a keyword using phrase match rather than broad match. Increase bids on certain products that have good conversion rates. Adjust your targeting to reach more relevant audiences. A/B testing allows you to make data-driven optimization decisions.
Use negative keywords to refine targeting and reduce irrelevant clicks. If search query reports show clicks and impressions for irrelevant keywords, add those terms to campaign negative keyword lists. This will help improve campaign relevancy. Revisit negative keywords frequently and add new ones as needed.
Prune low performing keywords that have high impression volume but low CTR. Eliminating these keywords will reduce costs and allow higher performing keywords to get more of the impression share. On an ongoing basis, cut any keywords that have persistently low performance.
Review product targeting frequently. Look at search term reports to identify high performing keywords and low performing keywords for each product you are targeting. Adjust product targeting and bids accordingly to drive more traffic to top converting products.
Leverage automation tools as much as possible to facilitate testing and optimization. For example, use automated rules to adjust bids based on performance, manage negative keywords, and prune low performing keywords. Automation saves time and enables more optimization than manual approaches.
Continually optimizing your Amazon PPC campaigns through an ongoing process of testing and fine-tuning performance will enable you to maximize your return on ad spend. Focus on small, incremental optimizations over time to improve campaign results and keep your keywords, ads, and targeting aligned with your current product offerings and relevance in the Amazon search results.
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Use Data to Inform Optimization Decisions
Analyzing and optimizing your Amazon PPC campaigns on a regular basis is crucial for improving performance and driving more profitable sales. There are several key metrics and data points you should be tracking in order to inform optimization decisions.
First, closely monitor your click-through rate (CTR) in both manual and auto campaigns. A declining CTR often indicates that your ads and/or keywords are no longer relevant or compelling to searchers. Analyze search term reports to identify low performing keywords that may need to be paused or excluded. A/B test ad copy and make adjustments to improve CTR.
Keep a close eye on your cost per click (CPC) and make sure bids are set appropriately. If CPCs are too high on certain keywords, you may be overpaying for clicks and bleeding margin. Lower bids on high CPC keywords or pause them altogether. Also look for opportunities to increase bids on high performing keywords where you have room to be more aggressive. Use tools like the Bid+ feature to automate bid adjustments.
Conversion tracking is also paramount. Continuously evaluate your campaigns by conversion rate to determine which keywords and ad groups are generating sales vs. others that may be eating up budget without delivering results. Pause or optimize underperforming areas of your account, and double down on what’s working by allocating more budget or bids.
Leverage negative keywords to control irrelevant traffic and improve campaign relevancy. If search terms are not closely aligned with your products or brand, add them to your negative keywords list to avoid wasted ad spend. Review search term reports regularly for new negative keyword opportunities.
Use SKU or inventory reports to identify which products are selling and which are stagnant. You may uncover top selling products you can feature more prominently in your listings or slow movers that need to be optimized. Identify gaps where you should be targeting more keywords around profitable products.
By regularly analyzing and acting upon the wealth of data available in your Seller Central account, you can continually refine and optimize your PPC campaigns to drive more clicks, conversions, and sales for your Amazon business.
Some additional tips for informing PPC optimization decisions include:
– Set up automated rules for bid adjustments to react quickly to changes in campaign performance. For example, increase bids on keywords with conversion rates above average.
– A/B test listing elements, and other campaign elements to see which versions convert better. Only scale up the winning variations.
– Analyze performance by device and day parting to identify opportunities to adjust targeting and maximize ROI.
– Review attribution reports to see which keywords and campaigns are assisting conversions generated by other campaigns. Adjust bids on assist keywords accordingly.
– Use negative campaign targeting to exclude poor performing demographic and geographic areas.
– Compare search impression share data to find opportunities where you can increase bids to capture more traffic.
– Set up custom alerts for changes in key metrics like average CPC, ACoS, impression share, etc so you are notified of any red flags.
The bottom line is that PPC accounts should be monitored and optimized frequently, on an ongoing basis. By leveraging all of the data Amazon makes available, you can gain critical insights to tweak and refine campaigns for improved performance over time.
Conclusion: Ongoing Optimization is Key for Amazon PPC
Ongoing optimization is absolutely key for successful Amazon PPC campaigns. Once you launch a campaign, you can’t just set it and forget it. You need to monitor performance continuously and make tweaks over time. There are several key optimization strategies you should employ.
First, regularly analyze your search term reports to see which keywords are converting and which are not. The keywords driving conversions are the ones you want to allocate more budget to. Cut back budget on unproductive search terms. You can even pause or delete terms that are not resulting in conversions. This helps focus spending on the high performing keywords.
You also need to monitor your ads and improve them over time. A/B test different listing and campaign elements. See if small tweaks can improve your click-through-rate and conversion rate. Use any new keywords or phrases that are performing well to update your ads. Changing up creative on a regular basis can keep your ads fresh.
Make sure to check your PPC campaigns at both the campaign and ad group level. Look for high performing ad groups you may want to allocate more budget to. Low performing ad groups may need to be paused, split up or have targeting refined. Analyzing at both levels allows more granular optimization.
Utilize Amazon’s automatic targeting tools as well (don’t rely on them, but test them). Let Amazon automate keyword and product targeting based on your existing successful terms and products. The algorithms can often find additional relevant search terms and products you may want to target more explicitly. Combining manual and automated optimization provides a powerful one-two punch.
Don’t forget to regularly monitor your bids and adjust them based on performance. If some terms are converting especially well, you may want to increase bids on them. If other keywords have high impression volume but low CTR, try decreasing bids. Amazon provides suggested bid adjustments to make optimizing bids simpler.
Set up conversion tracking for your PPC goals, whether that’s site purchases, app downloads, email sign-ups or something else. Conversion tracking lets you accurately measure campaign ROI. You can then reallocate budget towards keywords, ads and targeting methods that are providing the highest return.
Basically, Amazon PPC success requires continuous, iterative testing and improvement over time. You need to monitor all aspects of your campaigns, leverage performance data and repeatedly refine targeting, bids, ads and more. Ongoing optimization will lead to lower cost per conversion, higher ROI and greater sales from your Amazon PPC investment.