Every Amazon PPC manager has been there: pouring through your Amazon PPC campaign reports, trying to pull significant numbers and insights from a sea of metrics. Some Amazon PPC-ers feel like reporting is busy work without any real substance. They couldn’t be more wrong.
Your reports give you the opportunity to reflect and evaluate strategy and actions, confirm or disconfirm old ideas, synthesize new ideas to improve, and build business intelligence for what works in your account.
Your Amazon reports are only as good as your report analyzing skills or those of your PPC manager. Data without meaningful analysis and decision-making is just a bunch of numbers in a spreadsheet. To give every campaign and campaign report the same star treatment, use a standardized process for how you look at your campaigns.
How Not to Do Amazon Campaign Reporting
To illustrate the most popular style of Amazon “reporting,” let’s make up an Amazon seller and call him Lazy Larry. When Lazy Larry makes a data-driven decision on his campaigns, he opens up a report, looks at it, and makes a snap judgement call from there without any deeper analysis. This is not reporting. This is the absolute bare minimum you could do to understand your campaign performance.
Good, solid reporting is crucial to informed Amazon campaign optimization. You must have evidence that your campaign performance plan will work. By keeping your goal and most important metrics in focus, you can find this evidence in your campaigns.
Amazon Reporting for Your Strategic Mission
For effective reporting, go into your Amazon reports with your strategic mission in mind. Do you want to increase revenue? Are you focused on boosting awareness?
Whatever your goal is, write it out before you start analyzing your reports and then keep it in view the whole time. This helps you keep a consistent lens when looking at your metrics. Plus, this gives you a good gauge as to just how realistic your goals are.
Keeping your goal in mind also helps you pass solid judgment on your metrics. If you’re moving closer to your goal over time, you know the performance is good given what you aim to achieve.
Trend Analysis
Without a solid understanding of cycles and trends that have happened in the past, you can’t make informed optimization decisions for your campaigns moving forward. This is doubly true for products with seasonality in their data. With no context, a 3-month long drop in conversions might freak you out, but if it’s June and the campaign advertises snowblowers, that makes a lot of sense.
Reports are where you can do your trend analysis. See if you can find any patterns over time and anticipate how it might continue along that trend or change direction based on changes in input.
Trend analysis also gives you a better understanding of how different Amazon KPIs interact with one another in your campaigns. For example, lowering bids may lower ACOS in one campaign, but do just the opposite in another because of other variables at play, like ad placement or search term diversity.
Learning from Your Amazon Reports
If there’s one Amazon Advertising principle we stand by above all others, it’s that you should never stop learning and improving. The world of selling on Amazon is constantly shifting, and you need to keep expanding and updating your knowledge base to keep pace.
Your campaigns are no different, so your Amazon reports help you constantly learn about them. They help you determine what’s good, what’s bad, and why some things have changed.
Think of it almost like dating the campaign: with each new report, you get to know more and more about them and get a better feel for what they like and dislike. You learn how they react when you do certain things or make certain changes.
Improving Your Campaigns with Amazon Reporting
Now that you’ve analyzed your data with a goal-focused lens, compared your recent performance to historical trends and cycles, and hypothesized some reasons for changes in metrics, it’s time to brainstorm ways to improve your campaigns moving forward.
While you’re in your reports, you should start forming your strategy on how you plan to get closer to your goal or get your campaign back on the right track. This is made a lot easier by seeing what impact your previous actions had on your key metrics, both recently and historically. If a previous strategy didn’t produce the results you expected, you know not to use that strategy again.
Have clear expectations for the outcome of your Amazon PPC optimization tasks. These expectations allow you to gauge the degree of success of the overall strategy when you next analyze your reports.
Key Takeaways
To make informed, performance-driving Amazon PPC decisions, your optimization needs to be data-driven. To do that, you need to take a long, hard look at your campaign reports and analyze not just the data, but the connections between strategy and KPI changes.
Never be a Lazy Larry with your reporting. Getting real value from your Amazon reports takes much more than just skimming over the numbers without any deeper thought or analysis. Don’t be afraid to do a little spreadsheet spelunking.
Before anything else, make sure you have your key objective in mind and in view. This keeps you from falling down any metric rabbit holes that don’t actually affect your goal that much.
Look at historical trends and cycles for your campaign. Those who don’t learn their campaign’s history are doomed…in general. Be clear on what’s moving in what direction and look for patterns.
Once you’ve found what’s changed in your campaigns, look for the reasons why. Learn the unique properties of your campaign and apply that knowledge to campaign optimization in the future.
Once you have the what and the why, develop a plan with clearly-defined tasks designed to help improve your performance. Set clear and reasonable expectations on how you expect each task to affect your metrics.
Reporting on your or your client’s Amazon PPC campaigns might feel like pointless busy work once in a while, but with this four-step process to Amazon report analysis, you can confidently make strides towards your Amazon PPC goals.
Watch The PPC Den on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe!
- 1:05 Intro
- 4:01 How Not to Report
- 7:53 Strategic Mission
- 10:37 Trend Analysis
- 13:25 Learning from your Amazon Reports
- 17:33 Campaign Improvement with Amazon Reports
- 18:05 Closing Thoughts
- Try Ad Badger Version 2
- Our free Facebook group
- Amazon’s blog, Day One
- PPC Den Podcast Voicemails
- Get to know Michael
- Ad Badger’s Amazon PPC Membership Academy
- Ad Badger’s YouTube channel
- Amazon’s New Sponsored Display Audiences
- The Sponsored Display Double-Tap
- 10 Tips to Become a Great Amazon PPC Manager
- Getting the Most Out of Amazon PPC Management
- The ACOS Power Ratio for Amazon PPC
- Balancing Amazon PPC Optimization and Expansion
- 3 Reasons You’re Still Not Using Bulk Sheets & What to Do About It
- 5 Hidden Amazon PPC Ratios
- Is Exact Match Always Best?
- 3 Questions to a Perfect Amazon Product Page
- The Trinity of Amazon PPC Revenue
- Ad Badger’s Amazon SEO Guide Part 4: Combining PPC and SEO
- Ad Badger’s Amazon SEO Guide Part 3: Into the Strike Zone
- Ad Badger’s Amazon SEO Guide Part 2: The Midgame
- Ad Badger’s Amazon SEO Guide Part 1: Getting Started
- A Look at Amazon’s New Sponsored Display Reports
- What are Dayparting and Weekparting in Amazon PPC?
- Our Wish List for Amazon PPC
- Thinking Strategically About Amazon Advertising
- How Keyword Dumping Ruins your PPC Campaigns
- How to Become an Amazon Sponsored Display Master
- How and Why to use Negatives in your Amazon PPC
- Amazon’s New Sponsored Brands Reports
- How to Find New PPC Keywords with Reverse ASIN Lookup
- Getting High-Quality Product Reviews on Amazon with Andy Lam
- The Podcast Turns 100
- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Ad Badger & Bobsled Marketing: Staying on the Cutting Edge of Amazon PPC
- What Do I Do When a Keyword Doesn’t Convert?
- Keyword Cannibalization: Good or Bad?
- How One Keyword Can Apply to Multiple Products
- Ad Badger & TurnKey: Amazon Product Listing Optimization
- Seven Habits of Highly Effective Amazon PPC-ers
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC