Comprehensive analysis of Amazon product promotion advertising reports and keyword optimization strategies
In Amazon’s advertising, systematic advertising data analysis is crucial. Sellers not only need to view the visual data in the background, but also download and analyze the advertising data in detail to extract valuable information to optimize advertising.
The role of product promotion keyword advertising report
The Sponsored Product Keyword Advertising Report provides rich data insights, including the performance of customer search terms and long-tail keywords. First of all, when conducting analysis, sellers must pay attention to the product promotion keyword advertising report, because this report contains the core data of keywords, while the product promotion automatic placement report mainly focuses on long-tail words. Ignoring the keyword advertising report may lead to deviations in the delivery strategy.
Pivot table and keyword analysis
When analyzing product promotion keyword advertising reports, combining pivot tables can more effectively understand the performance of each keyword. Pivot tables can summarize key indicators such as click volume, impression volume, and conversion rate, thereby helping sellers comprehensively judge the effectiveness of keyword placement. If certain keywords perform well, sellers can further search for corresponding long-tail keywords in the product promotion automatic placement report to make more accurate investment decisions.
Key data indicators and judgment criteria
Excellent keywords should have excellent click-through rate (CTR) and conversion rate (CR). Amazon’s CTR standard is 0.5%, about 1% is good, and 2% to 3% is considered excellent. In addition, the CR of the keyword should ensure that it is equal to or greater than the natural conversion rate of the product. Only in this way can we accurately judge whether the keyword is suitable. When selecting long-tail words, sellers should optimize around CTR greater than or equal to 1% and conversion rate.
In-depth understanding of various advertising analysis reports
Search term report
The search term report shows how buyers find products on Amazon, including the search popularity and click sharing of various products. The core of this report is to obtain users’ search keywords to gain an in-depth understanding of buyers’ purchasing habits.
Promoted Products Report
This report allows sellers to analyze the performance of different variations. Especially when different SKUs of the same product are placed in the same ad group, sellers can more clearly see their respective advertising effects so that they can make subsequent adjustments.
Advertisement Report
The ad placement report focuses on the placement of product promotion ads. By analyzing this data, sellers can optimize placement options, reduce or increase bids, and find the most suitable ad placement.
Report on purchased items
This report counts product orders and provides data related to unadvertised products to help sellers more comprehensively evaluate the effectiveness of advertising.
Check performance reports by time
This report displays clicks and consumption data in each time period, helping sellers analyze changes in click-through rates and adjust advertising strategies in a timely manner.
Conclusion
In order to improve the overall performance of advertising, sellers should make full use of various reports, especially product promotion keyword advertising reports and pivot tables, starting from core keywords, combined with specific CTR and CR data, and gradually optimize keyword placement strategies to achieve the best advertising results.