On the Amazon platform, advertising marketing is an important way for merchants to increase product exposure and sales. In the process of Amazon advertising marketing, many actions will be experienced, such as delivery, adjustment, and repetition. Operations must not only deliver Amazon ads accurately and efficiently, but also analyze delivery efficiently. Advertising data analysis is a very important job to see results through data. The following is the Amazon advertising data analysis method:
1. Set goals and key performance indicators (KPIs): First, determine what the advertising goal is, such as increasing sales conversion rate and giving the product a large exposure. Then, choose appropriate key performance indicators to measure the effectiveness of advertising marketing, such as ad click-through rate. (CTR), conversion rate, advertising costs, etc.
2. Pay attention to changes in conversion rate: Conversion rate is the best way for merchants to measure whether a channel is effective. The conversion rate is getting higher and higher, but the traffic is very small, which means that this method is suitable for merchants, but there are too few specific channels, so merchants may have to choose similar channels with higher traffic; the higher the conversion rate, the higher the traffic, which means that the channel is used correctly. Low conversion rate and low traffic indicate that the channel is not suitable for merchants; low conversion rate, but high traffic. Merchants need to consider whether the traffic is inaccurate or there is a problem with their own promotion and they cannot afford the traffic. Merchants should analyze natural traffic and conversion rates before deciding whether it is worth investing.
3. Establish a tracking and analysis system: Set up tracking codes or tags in the Amazon advertising management background or third-party advertising management tools to track the data of advertising campaigns. Make sure you can get key data such as clicks, conversion data, and advertising costs.
4. Analyze advertising data: Analyze advertising data regularly to understand the effectiveness and ROI of advertising marketing. Compare the performance of different campaigns, ad groups, and keywords to find out which ads perform well and which need to be optimized.
5. Data cleaning analysis: The most important thing in advertising delivery effect analysis is to measure indicators at all levels. According to the advertising campaign, data such as display volume, click volume, cost, number of orders, sales, etc. are summarized, and multiple indicators such as CTR are calculated using the summarized data.
6. Optimize advertising based on data: Optimize advertising based on data analysis results. You can improve advertising marketing by adjusting keyword bidding, improving advertising copy and images, and targeting specific audiences.
7. A/B testing: Use the A/B testing method to compare different advertising versions, delivery strategies, and target groups to confirm which method is most effective. By comparing the data of the test group and the control group, we can find the best advertising strategy.
8. Monitor competitors: Analyze the advertising strategies and performance of competitors to understand their keyword selection, advertising positioning and creativity. In this way, we can learn from the competition and develop more competitive advertising strategies.
9. Regular reporting and evaluation: Generate advertising marketing reports regularly to evaluate the overall performance of advertising campaigns. According to the report results, adjust advertising strategies and budget allocations.
10. Track and compare long-term data: The data of an advertising campaign can provide real-time feedback, but to gain a deeper understanding of the effectiveness and trends of advertising, merchants need to track and compare long-term data. For example, merchants can compare advertising data from different quarters or months to understand seasonal changes in sales, or compare the effects of different advertising strategies. In addition, long-term data can also help sellers discover potential market opportunities or identify industries that need improvement.
11. The performance of advertising should be correct so that customers can feel and feel intuitive when they see the advertisement, just like a virtual reality advertisement that allows customers to experience the product through reality. Such a direct feeling can be said to be a sense of substitution.