Although there are many data reports for Amazon advertising, the most commonly used one is the search term report, because it contains the keywords that buyers enter and click when searching, and there are many data dimensions, which is convenient for comprehensive analysis. It can be said that the search term report is the core of all reports. As long as you can skillfully analyze the search term report, you can optimize the entire advertising campaign. Before conducting an analysis, the operator must first have a complete set of optimization ideas, so as to avoid being trapped in pure data.
There are two main ways to optimize advertising: open source and save money. Open source requires finding accurate traffic sources to promote orders, and saving money requires avoiding invalid clicks to save advertising funds. From the keyword level, it is to retain and improve keywords with better performance, and shut down or deny advertisements and keywords with poor conversion. In the advertising report, the values that need to be focused on are impressions, clicks, orders, and ACoS. Through Excel’s pivot table analysis, it is convenient to optimize advertising and keyword delivery from a more refined dimension.