In Amazon Ads, there are five crucial KPIs that should guide your optimisation efforts – most of which you should be familiar.
PPC experience on other platforms:
- Impressions: The number of overseas data times your ad is visible to users.
- Click-through rate (CTR): The percentage of users who click on your ad after seeing it.
- Cost per click (CPC): The amount you pay for each click on a specific ad.
- Advertising Cost of Sale (ACoS): The ratio of advertising costs vs revenue (basically an alternative to ROI).
- Conversion rate (CR): The percentage of users who buy your product after clicking through from your ad.
From these five KPIs, you can optimise all of the most important elements of your Amazon Ads campaigns, provided you understand how to interpret them and diagnose potential issues.
1. Optimising campaigns based on impressions
If your ads aren’t generating enough the interview is intended for our subscribers impressions, it means you’re either not entering into the Amazon ad auctions often enough or you’re not winning them when you do. So your first task is to reassess your keywords to ensure that you’re targeting the most relevant queries. Next, you need to look at your bids and look into testing higher maximum bids to give yourself a better chance in the actions.
As we explained earlier, though, maximum bids aren’t the only factor to determine success in the auction. So you also want to look at the quality of your product pages, product descriptions, review scores, shipping speed and other marks of a quality seller.
You also need to factor in your conversion rates because Amazon wants to prioritise ads that are most likely to sell products.
2. Optimising campaigns based on click-through rates (CTRs)
Click-through rates are perfect for telling b2b reviews you how compelling your ads are. If your ads are getting impressions but falling short on clicks, there are two key areas you need to address:
- Your keyword/product targeting
- Your ads
Generally speaking, low CTRs on Amazon Ads suggest your ads either aren’t showing for the right searches or the quality of your ads isn’t up to par. If people aren’t interested in your products, they’re not going to click on your ads – so make sure you’re targeting the right keywords to get your ads seen by audiences most likely to buy your product.