Given the complexity of advertising, Amazon provides many CPC performance indicators to help sellers analyze and optimize advertising data, including exposure, clicks, ACoS, ROAS, CPC, click-through rate CTR, and conversion rate CR.
Whether it is keyword advertising or brand advertising, what is a good indicator? For example, is a click-through rate of 0.5% considered high? Is a conversion rate of 8% very low? On the Amazon platform, clothing, 3C electronics, and home furnishings are considered to be relatively large and popular categories. Let’s take a look at the industry average data of these categories for your reference.
1) Click-through rate
If you are a seller in the clothing category, the brand’s click-through rate is generally 0.35%, and keyword advertising will be higher. In the home furnishing category, the overall click-through rate of advertising is relatively high, reaching 0.45%.
2) Conversion rate
The conversion rate of keyword advertising in the home furnishing category reached 14.6%, and the conversion rate of brand advertising reached 10.1%.
3) CPC
The CPC of the home furnishing category is generally high, which means that the competition for products in this category is fierce. Of course, the average value only represents an overall situation. For example, in the 3C electronics category, the CPC of 0.79 is not low, but the CPC of individual products in the 3C electronics category is much higher than the average of 0.79, and some are even as high as 6 US dollars. Sellers in the 3C category should have a deep understanding of this.
4) ACoS
The ACoS of keyword advertising in the 3C electronics category reached 27%, which means that out of the $100 in sales, $27 is advertising costs. In contrast, the ACoS of brand advertising is very low, which also shows that people have a high degree of brand recognition in the 3C electronics category and tend to buy products with high brand recognition.