How to Not Drown in Amazon Advertising Data
The Amazon Advertising platform provides an overabundance of data points to its Seller brands. Between account health, product reviews, IPI (Inventory Performance Index), and conversions, it can be difficult to understand and leverage it all in meaningful, actionable metrics that drive more clicks. Honestly, who hasn’t been lost in Amazon Seller Central on occasion! It makes sense that looking at a more focused set of data, such as advertising data, would present a less daunting experience. But, still it’s common to experience overwhelm when interpreting Amazon Advertising data, including Sponsored Products reports, and the Search Term Report. Let’s discuss how to most affectively make use of these data and metrics.
Understanding the data for three primary Amazon Advertising ad types, Sponsored Display (SD), Sponsored Brands (HSA), Sponsored Video and Sponsored Products Ad (SP) is important to calculate return on ad spend (ROAS), uncover the advertising cost of sales (ACOS), and optimize for Total Advertising Cost of Sale (TACOS). (openbridge.com). We have found this to be one of the most difficult things for our clients, and one of the reasons they come to us for help in growing their business and increase clicks by interested shoppers to their listings.
Still, there are key Amazon Advertising reports that help Amazon sellers succeed with higher conversion rates, but that Amazon doesn’t currently support or make easy to find today. Conversion rates on Amazon Advertising tend to outpace those on other ad platforms. In the first quarter of 2020, conversion rates for Amazon sponsored product ads were 5x higher than for Google Shopping Ads. If you’re selling online, you want some of that Buy Box success for your products. (finch.com)
Unfortunately, Amazon historically has not offered a complete report on Buy Box status. These type of Advertising Reports you either can’t get or can’t easily click to in Amazon Advertising. A Buy Box report that shows more than your eligibility for the Buy Box and percentage of your products that have it would be ideal. A category/brand report that lets you segment products, and a labels report that lets you perform bulk actions across groups of products by category or brand, and a search terms report that’s easy to access and act on recommendations to drive more clicks.
These search term reports can then be used to inform your Sponsored Products and Sponsored Brands ad targeting across your catalog. Third-party keyword or search terms services can definitely bring value to your campaigns, but should only be used as a complementary tool to Sponsored Products data and Product Reports. When you analyze your Search Term Report in Sponsored Products, you want to look at the raw data and filter it through an excel sheet. (tinuiti.com)
If you’d like to scale your business up on Amazon, or if you feel like sales have plateaued, we can help you get through. Consider taking your profitability to the next level and freeing up some of your time by giving us a call, we’d love to help! Please visit us at www.streiffmarketing.com to learn more.
The full article, “Know Your Numbers: How to Not Drown in Advertising Data” can be found by CLICKING HERE
About Streiff Marketing
We are a full-service Amazon Marketing Agency specializing in both Amazon Vendor Central (1P) and Amazon Seller Central (3P) services. Our expert team understands the difference between vendor central vs seller central and builds your strategy to optimize your Amazon brand storefront to maximize sales throughout the Amazon Marketplace. Our Account Management service includes everything you need to use Amazon fulfillment to succeed on Vendor Central or Seller Central, including account setup, optimization, reviews, SEO, pricing, advertising and more.