At this point you have run your first auto campaign for a few weeks and gathered enough data to hopefully be able to analyse this data, and to get some meaningful information to either move forward to a manual campaign, or to discover that in fact Amazon do not properly understand your listing.
Run the search term report by going to:-
Reports >> Advertising Reports
Click on search term report and once ready you will be able to download it.
Open the report in excel or numbers if on a mac
So lets look at these 2 possible scenarios.
Amazon fully understand my listing
If Amazon read your listing as you want them to. then the information you are getting from your auto search term report is going to be meaningful, produce some sales and provide some keywords that you can move on to put into manual campaigns..
Sort the report by impressions, and compare the impressions to the search terms.
Look at the search term phrases for the top results – say 15-20 results.
Are these top terms totally relevant to your product? Or are 90% of them relevant?
If so that is great because it is likely that Amazon understands what your product is, you have the right keywords in there and Amazon are presenting your ads to the right audience.
I find it useful to highlight the search terms which are very directly related to my product, and also have a high number of impressions. These can be used later in a manual campaign.
If all this is happening in your case, then it should naturally follow that you will have got some sales during the few weeks that this auto campaign has been running.
If you are confident that your report is showing highly relevant keywords, and you feel that Amazon fully understand your listing and what your product is, then you can move on to set up manual campaigns, which give you better control of the keywords you choose to bid on.
So from the data analysis of your auto campaign, you can select the most appropriate keywords to put into your manual campaign.
Amazon do not understand my listing.
Maybe your auto campaign has not produced any, or only a few sales over a matter of weeks. What do we do?
Take a good look at the search terms that are contained within that report.
In your search term report you will have sorted it into numbers of impressions, with the highest number first. Compare these top impressions with the customer search terms used.
Now you can see what terms have been shown the most.
Impressions can reflect the fact that Amazon feels that term either fits the product directly, or fits but slightly less directly – it may be something which a purchaser of your product would also buy as a related product.
For example purchasers of a kitchen knife might also want a chopping board.
Or a purchaser of a baby bib might also like a baby blanket.
You get the idea.
- Are there are a lot of terms that perhaps someone who is searching for a similar product would search for?
- Are there a lot of terms that don’t seem to make sense to you?
- Are there a lot of terms that have totally nothing to do with your product or a similar product?
If you have answered yes to any of those questions then maybe Amazon is not reading your listing in the way that you need them to.
If so then go back to your listing and see if you have all your relevant search terms listed somewhere in there.
The title is the most heavily weighted metric when it comes to Amazon sponsored ads SO revisit your title and make sure it’s relevant to your product.
Look at your top competitors who are selling the same product and look at their titles. Do not copy but note what keywords they are using to describe their product?
Do you have those keywords in your title?
However do make sure that what you choose to put in your title is 100% relevant to your product and make sure the title reads naturally.
It could also be something to do with your search terms in the backend of your listing. Maybe you have irrelevant or non specific terms in there?
You will need to consider whether you want these less directly related search terms in your listing. Tighter keyword optimisation is probably better – there is less competition. You can identify your audience and focus on attracting that audience with your keywords both in your campaigns and listings.
It will also tend to produce better results using directly relevant keywords. You may attract a smaller audience but it will be better targeted.
So you need to examine the words you put into your backend of your listing because it is very easy to stuff these words in there which are not directly related, and sometimes that is not the best thing to do.
It is better to have a product listing which attracts a smaller target audience, allowing you to rank highly on the organic side with a higher conversion rate, than trying to compete with larger brands with more reviews, because we will be further down the page results and more competition will mean lower conversion rates.
You need to identify your audience and focus your campaigns and product listings to attract a specific product audience. You need terms which will result in impressions, clicks AND sales.
Don’t forget that if your listing does not contain the search terms that people are searching for, then your ads will not be shown and therefore you will be spending money for nothing. It is surprising that so many people are not aware of this, and are frustrated by the lack of sales and loss of $$$
Your search term report can be tricky to get used to and to interpret properly – it helps to at least understand the terms and what they mean! Later you will also use another report called the campaign by performance report.
To help you better understand these reports, here is a brief overview of each of the columns and what they mean, enabling you to better analyse and understand your reports, and therefore get more sales from your PPC spend:-
- CLICKS: The total amount of times your ad was clicked on for the given search term.
- IMPRESSIONS: An impression is when your ad is displayed on the customers screen, he may not even actually look at your ad however since it was displayed on the screen this counts as an impression
- CTR: Total % of people who clicked on your ad. Clicks / impressions = CTR
- ACoS: Advertising Cost Of Sales. ACoS is a key metric used to measure performance of your Amazon Sponsored Products campaigns. ACoS indicates the ratio of ad spend to targeted sales and is calculated like this:- ACoS = ad spend ÷ sales. For example – ACoS = 100 ÷ 20 = 20% ACoS – 240 ÷ 80 = 30% ACoS
- CUSTOMER SEARCH TERM: The exact search term a shopper is typing into Amazon’s search query. The keywords within their search term, which you are bidding on, results in your ad being displayed to this customer.
- MATCH TYPE: This is simply the match type of the keyword you’re bidding on – Broad, Phrase or Exact.
- ORDERS: The amount of orders placed for the given search terms. It is a good idea to sort the data from highest to lowest on this column too, so you can get an idea of what the most converting search terms are.
- CAMPAIGN: The overall title of your ad campaign.
- AD GROUP: Multiple ad groups can be contained within a campaign. It is useful to have different ad groups to enable easier monitoring.
- ORDERS: The amount of orders placed for the given search terms.
You have now gained a lot of insightful data to discover whether Amazon have enough information about your listing.
If they have, you can move on to setting up a manual campaign and if not, then you now have some information enabling you to put that right, because your aim is to create manual campaigns which allow you to control which keywords you choose to bid on to get sales, rather than simply relying on Amazon’s auto campaigns to decide that for you.