The Summary picks up the most important metrics from all your campaigns that help you understand the overall picture of how well your campaigns are functioning.
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 ads.
- 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 consider all the costs before calculating the profits – manufacturing costs, FBA shipping, packaging costs and the promotional costs before calculating the profits of the product.
How to track the exact profits ?
A one time set up on the Profit Dashboard helps you break down these costs and understand your overall costs.
Login to your SellerApp account > Profit Dashboard > Products
Edit the Landing Price and the Variable Price
- 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. A product sourced at $4 is listed at $15, costing $3.75 FBA fees and shipping has an average order value of $12, assuming that you have a 20% percentage 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.
Compare the total revenue in comparison to the revenue generated through ads to determine if the ads bringing in the expected ROI- the gain or loss generated on an investment relative to the amount of money invested.
Harvard studies have found that goals increase motivation and at the same time, achievement. Goals let you build the confidence to build a successful Amazon store. They also help track your progress in achieving the larger goals, giving you more time to work with the right strategies.
SellerApp’s Monthly Target helps to achieve your goal, by tracking the incremental everyday revenue income. Use the edit icon on the top right to edit set a monthly target.
How to decide on a monthly target?
Begin with the annual sales target. Figure your monthly sales goal by working backward from your annual revenue target. Once that target is defined, calculate how much you need to sell to per month to meet the revenue goal.
We get it – tracking PPC metrics is a hard task. The job becomes harder when you make changes to optimize your campaigns.
The Trends in SellerApp’s PPC Analyzer stores the data of your PPC Campaign to compare and evaluate every tiny change you’ve made to your campaigns – to analyze and compare the important Ad KPIs.
- Use the gear icon on the top left to configure and choose the metrics to analyze
- Compare the historical data by selecting the date range
The metrics you should care about for a comparison –
If you are new to PPC campaigns or just figuring your way with PPC, you might want to | check out this handy guide on Amazon PPC abbreviations
Amazon PPC Terms Glossary
This section helps you compare and analyze the campaign metrics for different periods of time.
Before you start analyzing ads, you’ll need to ensure and fix the aim for running your campaigns.
Most Amazon sellers run campaigns are in either one of three stages listed below
- A newly launched product is placed > Page 10. You can pay for PPC campaigns to get exposure for your product and place the products on Page 1. PPC campaigns eventually raise the organic ranks for the main keywords. That’s the halo effect; as you advertise and make sales using PPC ads, that tends to increases organic sales as well.
- An existing product moving decent units can benefit from PPC Campaigns by adding to the number of units a product is selling. Eg. a seller who’s already moving 6-7 units per day can increase his sales per by running PPC ads for potential keywords which the product has low organic ranks.
- An existing product making poor sales or no prior sales at all must start from the scratch. The strategies for running PPC ads are similar to a newly launched product.
The Campaign Summary gives you an overall sales picture of the PPC cost spent and the revenue generated from the ad sales. The illustration is a breakdown of the sales versus the PPC costs for automatic and manual campaigns separately.
It is advisable to have a reduced bid rate for automatic campaigns. The target is very vague since Amazon automatically identifies the search terms for which the ad must be shown. These search terms are extracted from the keywords in your title, product feature, description section, etc. The Ad impression is not very precise in terms of the CTR and the sales rate. Therefore it is better to bid lesser in automatic campaigns.
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.
Keyword Summary shows the number of keywords in three performance buckets.
Positive – Keywords with the high conversion rate – low ACoS, high sales orders. These are the keywords that bring 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.
campaign summary shows the number of keywords in Automatic and Manual Campaigns.
For the best results, it is good to start off with at least a minimum of 50 keywords.
Narrow down the keyword list repeatedly in each optimization iteration, to remove the underperforming keywords. Increase the bids for the top converting keywords.
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.