How to optimize SP ads? Don’t ignore these six Amazon advertising reports

For sellers using SP ads, having a report that can tell you about ad performance is crucial to deciding the direction of advertising. This article recommends that sellers pay attention to the six major ad reports in Seller Central in order to:

• Effectively track advertising performance;

• Understand the most critical performance indicators of the business, such as advertising sales or advertising return on investment;

• Optimize SP advertising booth.

First of all, you need to know where to find these reports?

Look here

These reports need to be obtained by logging into the Amazon Seller Central.

Data in the reports can be downloaded daily or as a one-time download.

You can use a task manager to help you organize your data reports, such as Asana.

Note: This data is cleared every 60 days.

1. Keyword Report

You can use this report to get performance and sales data for active product promotion ads with impressions > 1. You can use the keyword report to:

• Monitoring Target

• View ad keyword performance

• View ASIN, category and keyword for each bid

• Keywords used by automatic campaigns

• Check ROAS: It is the inverse of ACOS and is calculated as follows: ROAS = total advertising return ÷ total advertising expenditure × 100%

This can help you avoid competition among your own ads, improve your advertising strategies, adjust ad bids, and expand your advertising goals.

The keyword report can provide data for any period within 90 days .

2. Search Term Report

This report shows which customer search terms triggered your ads in the past 60 days.

The report includes:

• Keywords being advertised;

• Keyword matching type;

• Search terms used by customers;

• The sales volume and conversion rate of a keyword within a specific period of time;

• Number of clicks;

• Click-through rate;

• Number of impressions;

• CPC fees;

• Advertising expenditure.

Before analyzing the Search Term report, remember to view the raw data of each indicator.

Sellers can track the following metrics in the report:

• Order volume

• Product Sales

• Number of clicks

After analyzing the search term report for a week, you can use this data to find effective keywords.

The Search Term report is a data report formed by the search terms used by consumers in the past. So you should continue to pay attention to this report to discover new consumer interests and behaviors. You can filter out the keyword report with the highest advertising expenditure and find out the keywords with low conversion rates. If necessary, you can remove the bidding for the keyword.

You can also use the search term report to guess what Amazon likes. For those ads that don’t have much click-through rate, add the keywords in the ads as negative keywords, because when customers use those words to search, they are not looking for your products. By eliminating those keywords that have no clicks but only burn money, you have taken another step towards optimizing ad performance.

The Search Term report provides data for any period within 60 days .

3. Promoted product reports

Sellers can use this report to understand the sales data and performance indicators of all ASINs with impressions greater than 1. This report is used to track advertising performance over a period of time to help sellers determine whether to optimize advertising or try other advertising strategies.

The annual Prime Day has begun. Sellers can find the best performing products by ASIN classification in the promoted product report, or by looking for the advertising expenditure of a specific product. You can find the best performing products through this report according to your own standards.

The advertised products report provides data for any period within the last 90 days .

4. Purchased Goods Report

The Purchased Product Report provides data on purchases made by customers after they clicked your ad. You can learn what products consumers purchased after viewing and clicking your ad.

The Purchased Goods Report provides data for any period within the last 60 days .

5. Booth Report

By increasing the bid to get the top booth, you can increase product visibility and display times. But be aware that doing so may have a negative impact on your ACoS indicator. It can only increase the number of displays, but not necessarily the conversion rate.

The booth report provides data for any period within the last 90 days .

6. Periodic performance report

Indicators to track in the Performance Over Time Report:

• Clicks;

• Cost per click (CPC);

• Advertising expenditure.

You can use this report to understand all your advertising spending and advertising performance, either for a single ad or a campaign.

The interim performance report shows data for any period within the past 90 days .

Summarize

In the Amazon seller backend, pay attention to the above six reports and the indicators in the reports, you can clearly understand where the advertising costs go. If you find that the advertising performance is not good, you can stop the loss in time; if the advertising performance is average, you can find ways to optimize the advertising.

Text ✎ Isla/