For Amazon sellers, advertising is the most common marketing method. After each advertisement, sellers need to analyze the effectiveness of the advertisement so as to better determine the type of advertisement for the next time. So, how should sellers analyze advertising reports? What should be paid attention to during the analysis? This article will answer this question in detail.
If sellers want to analyze advertising reports, they need to first understand the indicators that need to be paid attention to when analyzing advertising reports. The performance indicators that need to be paid attention to when analyzing advertising reports mainly include exposure, clicks, cost per click, advertising expenditure, click-through rate, number of orders, conversion rate, advertising cost-to-sales ratio, and return on advertising expenditure. In addition, sellers also need to understand the factors that affect the performance indicators when analyzing advertising. The factors that affect exposure, clicks, and cost per click include the bid price, the buy button win rate, and the relevance to the buyer’s search terms; the factors that affect the number of orders for advertising expenditure click-through rate include whether the price is competitive, the quality of the main picture and the title, the number of reviews, and the ratings; the factors that affect the conversion rate, advertising cost, and sales to advertising expenditure return include the quality of the product image, the product details page description, and the review content.
Sellers can conduct data analysis on advertising after understanding the indicators and influencing factors that need to be paid attention to during the advertising analysis. After the seller analyzes the advertising report based on the above content, he can perform targeted optimization operations.
The search term report screening skills include: screening advertising campaigns and selecting the advertising campaigns to be optimized; screening conversion rates by referring to the conversion rates of their own products and products in the same category, and focusing on optimizing products with high conversion rates; sorting the display volume in reverse order; sorting the search terms or delivery terms in ascending order; when screening customer search terms, separate the search terms within ASIN and non-ASIN search terms.
Sellers can better prescribe the right medicine and ensure that the next advertising is effective and accurate by conducting advertising report analysis. I hope that the above advertising report analysis method can help sellers conduct advertising report analysis, so as to better operate their stores.