Analyzing Campaign Performance
The SellerApp Dashboard is designed in a way that optimizing PPC campaigns are made as simple as possible. Once you have established on a strong workflow and checked off all the prerequisites, you could find yourself spending less than 30 minutes in managing your PPC campaigns (or maybe even lesser!) and yet make a real impact on the performance
From the Overview dashboard, you can navigate to,
Keyword Insights: From this page, you can take action on negative keywords, discover positive keywords, move keywords from auto to manual, make target improvements by refining the match types
Search Term Explorer: From this page, you can analyze keyword performance, digging deeper into each keyword instance. Understand customer search terms, and review performance for each keyword generated in the campaign.
Campaign Manager: From this page, you can review the performance of the campaign starting from the highest hierarchy – the campaign to the individual keyword, review ACoS targets and make keyword bid changes.
History: From this page, you can review the history of keyword actions and bid changes made using the software. This makes understanding differences in the performance according to the changes made in the campaign.
Let’s first walk through the Overview page of the PPC Analyzer, the post which we shall dive deeper into each section in the upcoming articles.
The Overview Dashboard
The first page you’ll encounter on logging into the PPC Analyzer is the Overview page. It gives you a top level summary of your ad performance from the topmost level.
You can view a summary of all your key metrics, specifically the data points most important for your Amazon business, including the ad revenue, as spend, ACoS. By default, the data is shown for a period of 2 weeks. You can, however, customize the time range by clicking on the calendar icon on the top right.
The metrics in the Summary are pretty straightforward,
- Total Revenue – Total income from your Amazon product. The number of units sold multiplied by the listing price.
- Total Ad revenue -The total Revenue generated from the PPC ads.
The total revenue in comparison to the revenue generated through ads to determine if the ads bring in the expected ROI – the gain or loss generated on an investment relative to the amount of money invested.
- Total Ad spends – The amount of money spent on Amazon PPC ads for the product
- ACoS – ACoS is a percentage value that measures the overall profitability of the campaign, the ad revenue vs the ad spends. The ACoS is a crude measurement to understand the profitability of the product, the smartest recommendation is to set a Target ACoS. Read here on how to set up the target ACoS
- Total Orders – The total number of orders received.
- Average Order Value – In simple terms, average order value is the revenue from each order. The order value gives you an idea of the revenue space and profits you’ve for each order made.
Eg. Say a product costs the seller $7.75 inclusive of all costs has an average order value of $12 with a listing price of $15. Assuming that you have a 20% percent off discount. It gives you a choice of spending up to $4.25, each unit, for you to break even. Spending more than $4.25 would mean you are running under a loss.
Tracking the performance of the campaigns – Trends
We get it – tracking PPC metrics is a hard task. The job becomes harder when you make changes to optimize your campaigns.
Trends in SellerApp’s PPC Tool helps compare changes in your campaign performance for the key ad metrics.
Configuring the PPC Trends
Use the gear icon on the top left to configure and choose the metrics to analyze
Comparing your current ad campaigns to the past campaigns – Campaign Performance
Comparing past campaign performance to the most recent is an important way to understand whether you’re getting better results than the previous period.
The Campaign Performance gathers metrics from past campaigns to help you decide on the impressions, clicks, budgets, and targets for future campaigns.
Tips to analyze campaigns
- Choose which types of metrics you care about most
- Find metrics that are interdependent on each other to understand where you are missing out
Choosing metrics to compare
What was the outcome you were trying to achieve with your campaign?
For example, if you have just edited your listing copy with better images and better text. Then you must focus on the conversion factors of the listing. The CTR rates owing to the changed made to the thumbnail image and the title, the conversion rates – ACoS, if the ad spends are similar to the previous campaign.
Or if you recently updated your listing with keywords and have an automatic campaign running, the metric you should care the most about would be the Impressions for the newer keywords added.
The most important factor is to understand the combination of factors that make one ad set perform better than another.
Finding the Top Contributing Keywords
The manual campaign keywords that are bringing you the highest sales orders. Increase the bids for these keywords to make sure that you keep your hold on them, and increase the benefits out of them.
If there are no keywords in this section, check if you are running manual campaigns at all. If you are running manual campaigns buy have no keywords here, then the keywords are not converting enough to be put in the top keyword bucket.
Go to Keyword Analysis to find the issues with the keywords.
Leveraging data from the Keyword Performance Summary
Keyword Summary shows the number of keywords in three performance buckets.
- Positive – Keywords with the best conversion rate – low ACoS, high sales orders. These are the keywords with the most sales. Increase your bids for these keywords
- Negative – Keywords that are inviting clicks but do not lead to sales. Track the performance of these keywords for about a fortnight and add them to the negative keyword list if they are not bringing in any sales.
- Outlier – Keywords that do not have sufficient data to bucket them as either positive or negative. Continue to run campaigns for these keywords for some more time, about a week or two and check back the keyword performance in the Keyword Analysis feature.
Analyzing the Campaign Spend
The Campaign Spends gives you an overall sales picture of the PPC cost spent and the revenue generated from the ad sales. The data is a breakdown of the sales versus the PPC costs for automatic and manual campaigns separately.
Why do I see the Synced date as 72 hours ago?
Amazon sales data can take up to 48 hours to populate. Hence SellerApp’s PPC Analyzer imports data from all your campaigns via API up to 72 hours ago.
This is also to ensure the fraud clicks and conversions are corrected by Amazon’s algorithms at the same time.
Hence PPC Analyzer won’t be showing the reports and insights for today or yesterdays Campaign performance.
Customer Success Head at SellerApp
Customer success leader with expertise in coordinating between cross-functional teams in product development and strategy, professional services, sales, marketing and content to deliver excellent customer experience and accelerate growth within the company by ensuring clients’ success.