Amazon’s nine advertising reports help with precise optimization

Amazon's reports aid in precise advertising optimization

Long time no see~ Xiao You is here again to share with you how to quickly promote new products and make them best-sellers!

This time, the theme we share with you is: Nine Ad Reports to Help Fine-tune Optimization, which achieves fine-tuning optimization and improvement through quantitative analysis of ad reports. In order to do well in Amazon’s fine-tuning optimization operations, in addition to daily speed checks, such as using some diagnostic tools, you can also download some ad reports and find fine-tuning optimization space through more quantitative analysis.

Functions and Advantages of Ad Reports

(Source: Amazon Advertising)

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How to Obtain Reports?

Enter the advertising report panel, select reports in the left menu of the Amazon advertising platform; click “Create Report” to create a new advertising report; select the generated report configuration, such as: report category, report type, time unit, report period; select the advertising report type; confirm the report name, send an email, and click “Run Report” after sending the time. (Source: Amazon Advertising)

9 Reports for Promoting Goods

There are a total of nine types of downloadable reports for promoting goods: search term report, placement report, advertised product report, campaign report, budget (beta) report, ad placement report, purchased product report, performance by time of day report, and search term impression share report. (Source: Amazon Advertising) However, although there are so many ad reports, it is not necessary to download all reports for analysis. We can choose the appropriate report focus for analysis based on different optimization goals. (Source: Amazon Advertising) Next, we will classify the optimization goals and explain in detail the purpose and usage scenarios of each report.

Advertised Product Report

Optimization Goal: Optimization of product selection. Report Function: Used to verify the advertising effect of the products being promoted. Report Features: It includes indicator data for promoted products (Advertised ASIN), that is, all ASINs being added to the advertising campaign, and displays their respective exposure, clicks, costs, and return on investment. It can help us optimize product selection for advertising, such as: whether to continue promoting a product that performs well, or pause advertising if it performs poorly. (Source: Amazon Advertising)

Purchased product report

Optimization goal: Optimize product selection. Purpose of report: Verify the traffic source of purchased products that actually generate purchases. Report characteristics: Contains 2 columns of key indicator data: Promoted ASIN and Purchased ASIN. We can not only see which item the consumer has purchased, but also verify whether its traffic source is itself or through other ASINs in the store, to help us further optimize product selection. For example, if the Purchased ASIN is directed to us through a Promoted ASIN but is not actually promoted, we can add it to a separate advertising campaign (Source: Amazon Advertising).

Campaign report

Optimization goal: Optimize advertising campaigns. Purpose of report: Observe the overall performance differences of advertising campaigns in the account. Report characteristics: Similar to the advertising campaign management panel, the report has 1 row of data columns for each advertising campaign, displaying corresponding data such as impressions, clicks, and conversions. It helps us understand the overall performance differences of advertising campaigns in the account, and allocate and layout the next stage of advertising campaigns (Source: Amazon Advertising).

Placement report

Optimization goal: Optimize advertising campaigns. Purpose of report: Observe the performance differences of advertising campaigns in 3 different advertising positions. Report characteristics: Contains the Placement and corresponding data for 3 different advertising positions. Similar to the campaign report, it includes the name of the advertising campaign and corresponding data. The difference is that it includes the Placement column, so the same advertising campaign is split into three rows, corresponding to the effects of three different advertising positions (first place on the homepage, product detail page, and other positions in search results). This report can help us understand which position is more suitable for promoting the product and help us optimize the bidding strategy for adjusting prices according to the advertising position in the future (Source: Amazon Advertising).

Search Term Report

Optimization Goal: Optimize advertising strategy. Report Purpose: Understanding how consumers discover your product. Report Features: Includes Customer Search Term metric data. It can help us understand what kind of words consumers are using to find our products, and thus understand some search behaviors of consumers. It can also help us expand keywords and optimize advertising strategy for products. (Source: Amazon Advertising)

Search Term Impression Share Report

Optimization Goal: Optimize advertising strategy. Report Purpose: Understanding the competitiveness of keywords/products. Report Features: Based on the Search Term Report, it includes the Search Term Impression Rank and the Search Term Impression Share metric data. Search Term Impression Rank: represents the ranking of the search term’s impressions brought to you compared to other advertisers. Through this data, you can understand the competition between keywords. Search Term Impression Share: represents the percentage of impressions brought to you by this search term compared to all advertisers. Through this data, you can understand how much of the market share you have for impressions and how much room there is for expansion. Therefore, this report can help us further optimize relevant keywords or product advertising strategies. It can also provide more detailed information, such as adjustment range for bidding and instructions for operations. (Source: Amazon Advertising)

Targeting Report

Optimization Goal: Optimize advertising strategy. Report Purpose: Understanding the effectiveness of the keywords/products you are advertising. Report Features: Unlike the Search Term Report, which understands the directional strategy report of consumers’ search side, the Targeting Report understands the effectiveness of the advertising strategy on the advertising side. It can help us understand the effectiveness of the keywords and products we are advertising. (Source: Amazon Advertising)

Budget (Beta) Report (Targeting Report)

Optimization Objective: Optimize account budget spending. Report Purpose: Understand budget settings. Report Characteristics: Includes average budget time, estimated missed impressions, estimated missed clicks, estimated missed sales, and suggested budget index data. It is the latest report that can help us analyze the rationality of budget settings. Through this budget data, we can understand the actual use of the budget, for example: whether the budget has not been spent, whether it is significantly less, or whether the budget has exceeded the risk and missed a lot of sales, etc. This helps us optimize the budget settings of advertising campaigns. (Source: Amazon Advertising)

Performance over Time Report

Optimization Objective: Optimize delivery methods. Report Purpose: Understand the total account spending. Report Characteristics: Includes start and end dates. During this time period, the total clicks, average CPC, and total spending data will be displayed. It can help us do some periodic account spending statistics work. (Source: Amazon Advertising)

[Case] Report Analysis Ideas

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Course Summary and Action Guide

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