Compared with conventional Listing operations, CPC advertising reports are really a headache for most cross-border e-commerce practitioners, especially those sellers who are not sensitive to numbers. It is troublesome to open an advertisement, and you have to look at a bunch of digital reports. Especially “novices” are very afraid of CPC advertising. There are two main problems with CPC reports: one is the limitation of report time. Advertising reports can only retain data within 60 days; the other is the trend of report data. Advertising reports can only show comprehensive data or daily data, and cannot be viewed on a weekly or monthly basis.
Based on the limitations of the above two aspects, I have established a set of my own CPC advertising report model. Next, I will present it to you according to the report sorting process.
1. Report classification
In order to allow sellers to have more refined data analysis, Amazon continues to launch new CPC report classifications, including 3 major categories, namely product promotion, brand promotion video, and display promotion; 9 small categories, namely search terms, targeted strategies, promoted products, advertising activities, budgets, advertising positions, purchased products, view effects by time, and search term display volume share.
2. Download reports
1) Report acquisition
In the third week of each month, I will enter the CPC advertising module in the backend of the Amazon store and download the advertising report of the previous month. Seller friends can also try to turn on the “automatic acquisition” function of the CPC advertising report. Collect advertising reports regularly every month and add advertising data to the custom template. In this way, you can refer to and analyze the operation of in-store advertising according to the monthly, quarterly and annual data dimensions, and operate CPC advertising activities in a timely and reasonable manner.
2) Data filtering
Open the advertising report and filter the advertising data according to the name of the advertising campaign.
3) Data export
Follow the prompts of the template, copy and paste the target data into our new report template, and the mathematical functions in the report will automatically calculate the corresponding indicators based on the imported source data.
3. Report interpretation
Although there are many types of Amazon CPC reports, the data they contain are consistent, but the analysis focus of different reports is different. You can download the corresponding report according to your needs for easy viewing and analysis. Among them, Amazon has added a new type, called “Search Term Impression Share”, referred to as “STIS”.
When we open the report, we will find that indicators such as click volume and conversion volume are no different from other previous advertising reports. However, there are two new indicators, search term impression ranking and search term impression share.
1) Search term impression share
“Search term impression share” is the proportion of impressions obtained on a specific search term. For example, if the total search volume of the target search term is 1,000 times, of which your product keyword has shown 100 times, the display share is 10%. How can we use this reference item? If there is no problem with ACoS, if the display share of a specific search term reaches 100%, it means that the bid has reached the upper limit and there is no need to increase the bid; when ACoS is low and the display share of a specific search term is less than 60%, you can try to raise the bid to get more display shares.
Since the keyword “display volume” in the report has been given, we can calculate the estimated search volume of the target keyword through the “display share”.
2) Search term display ranking
“Search term display ranking” is the ranking obtained by comparing with the “search term display share” of other sellers on a specific search term. The smaller the number, the higher the “search term display share”.