How Amazon sellers can optimize advertising reports to improve business performance

For Amazon sellers, advertising is an important means to increase product visibility and sales. However, how to effectively analyze advertising reports and make optimization decisions based on them has become a key issue. This article will start with the basic concepts of Amazon advertising reports and gradually explore how to conduct effective advertising report analysis and optimization.

The Importance of Advertising Reports

• Impressions: The number of times your ad was shown, affected by bidding, buy box win rate, and relevance to the buyer’s search terms.
• Click volume: The number of times users click on an ad link to enter the product page depends on factors such as price competitiveness, quality of the main image and title, and the number and ratings of Reviews.
• Cost per click: The cost per click, usually closely related to the bidding strategy.
• Ad Spend: The total amount of money invested in advertising over a certain period of time.
• Orders: The number of orders brought directly from the ad.
• Conversion rate: The proportion of actual purchases after clicking on the ad, which is affected by the quality of the product image, the description of the detail page and the content of the review.
• Advertising Cost to Sales (ACOS): The proportion of advertising expenditures to total sales.
• Return on Advertising Spend (ROAS): Sales revenue generated per unit of advertising spend.

How to conduct advertising report analysis

Focus on core indicators

When analyzing advertising effectiveness, sellers should focus on the performance indicators mentioned above. Through regular monitoring of these indicators, problems in advertising activities can be discovered in a timely manner and corresponding measures can be quickly taken to improve them.

Filtering and optimization

• Search word report: Select the advertising activities that need to be optimized, and sort the search words or placement words according to factors such as conversion rate, impression volume, etc., so as to quickly identify outstanding performance or need for improvement. place.
• Negative keywords: For those words that bring traffic but do not produce effective conversions, they should be set to precise negatives to avoid ineffective consumption of budget.
• Keyword Extraction: Sort by order quantity to find keywords that perform well and consider applying them to future campaigns.

Advertising strategy adjustment

• New product period: Even if ACOS is high, advertising should be continued to increase exposure; popular products need to maintain a high advertising volume to maintain market position.
• Budget allocation for different time periods: Adjust the advertising budget according to the activity level of consumers at different times of the day, such as gradually increasing between 3 pm and 9 am the next day until it reaches the maximum limit for the whole day.

Summary

By scientifically and rationally analyzing and utilizing the advertising reports provided by Amazon, sellers can not only better understand the market performance of their products, but also continuously optimize advertising strategies on this basis, and ultimately achieve business growth goals. I hope the above content can help all sellers and friends to better carry out Amazon store operations.

The above steps and suggestions are all formulated based on feedback from existing advertising data, and need to be flexibly adjusted based on specific circumstances during actual operation.