The core of advertising operation lies not only in the delivery, but also in the data analysis after the advertising is running. To continuously improve the advertising effect, it is necessary to accurately interpret the advertising data and perform corresponding optimization operations. At different stages of the product life cycle, the focus of attention is different. If the product is in the new product period, if you want to quickly place orders through advertising to seize the ranking, you need to give priority to the click-through conversion rate; when the product in the mature stage is branding, you need to pay more attention to the exposure click-through rate; for products in the decline period, you need to give priority to ACoS and sales to ensure that the advertising will not be wasted. After a week of advertising, you can download the corresponding search term report in the background.
The reason why advertising data analysis is based on weeks is first because e-commerce belongs to retail, and there are sales fluctuations with weekly cycles. If the cycle selected each time is not synchronized with the sales cycle, it is easy to have errors. Secondly, the attribution window period of Amazon product promotion ads is 7 days, that is, if a customer makes a purchase within 7 days after clicking the ad, it will be judged as an order generated by this click, and the sales will also be counted on this click. In addition, the window period for brand promotion and display promotion is 14 days, so if matching promotion and display promotion are turned on, it is necessary to download the search term report every month for unified analysis.
In the Amazon advertising report, 6 types of reports are provided for product promotion, namely search, promoted products, advertising campaigns, advertisements, purchased products and viewing performance by time.
Similarly, for brand promotion, Amazon provides 5 types of reports, namely keywords, keyword placement, advertising campaigns, advertising campaign ad positions and search term reports.
Each of these advertising reports contains information of different dimensions, which can help sellers analyze advertising effects from different angles. In the position report, keyword placement report and advertising campaign ad position report, there are independent keyword report positions and conversion data, which can be used as a reference to set the single click bidding of the advertising group. The purchased product report contains the specific converted ASIN after the ad is clicked, which can be used to find potential associations between products. Through the promoted product report, you can compare the advertising performance of the same ASIN in different advertising groups.
In addition, through the schedule function on the download page, you can also set a timed automatic download of the report to prevent the loss of the report due to forgetting to operate.