Steps to optimize sponsored product ads with automatic targeting
Posted: Sun Dec 22, 2024 9:37 am
After your auto-targeted Sponsored Products ad has been live for at least a week, you should analyze the data and make any necessary changes.
✓ Return to your automatic campaign
Return to your Seller Central page and click on the Advertising tab. Scroll down the charts until you find the ad campaign you want to make changes to. Select the ad group you want to optimize.
✓ Check the data
Within your advertising group, you have data available to view immediately that can give you insight into the performance of your auto-targeted sponsored product ad.
Spend: This is the amount you have spent on advertising for a specific campaign within the russian phone numbers given period (for example, the last 30 days).
Earnings: This is the total revenue you have received for a product that is directly related to the promoted product's advertising campaign within the specified date range. This value does not include revenue from organic sources or other advertising campaigns for the product.
Advertising Cost of Sales (ACoS): This ratio is determined by dividing your advertising spend by your direct campaign sales.
Impressions: This is the number of times customers saw your ad in the selected time period.
Additional Metric: You can add other metrics to the chart, such as clicks, cost per click (CPC), click-through rate (CTR), and orders.
Product-by-product information: All products included in the ad group are listed at the bottom of the page. Each product has its own collection of columns that display metrics for the given time period.
Columns: You can customize your line items by adding additional columns, such as Impressions, Clicks, Click-through rate (CTR), Return on ad spend (RoAS), and Cost per click (CPC). You can also reset the columns to their original settings.
Date range: It is possible to view data from different time periods by changing the dates.
Export: To save your ad group data, you can use the export feature to create a downloadable CSV.
Additional Options: At the top of the chart, you will find a list of several options.
With automatic targeting , you can't make adjustments, but you can download a report of the customer's search terms and the keywords that led to a sale.
Negative Targeting: Negative keywords that you don't want Amazon to target appear in this list. You can add or remove negative keywords as needed.
Search results: This displays relevant keywords that Amazon has targeted and that customers have clicked on. You can customize these just like the other displays and graphical lists.
Ad group parameters: In this section, you can modify the name assigned to the group and modify its default bids.
History: This will show you the changes made to the designated campaign over a given period.
Ad Reports: To see a complete list of search terms and phrases that customers have clicked on within your campaign, you need to generate an ad report. This process takes about 30 minutes. Once the report has been generated, it can be found on this tab.
✓ Create an advertising report
Once you've analyzed the full data from your auto-targeted ads, perform an advertising analysis. This assessment generates an Excel file containing data from all of your advertising activities. To produce an analysis, go to the Reports tab in Seller Central and select "Advertising Reports."
Select "Sponsored Products" from the menu.
Go to the "Search Term" report type.
Choose the "Summary" option.
Generate a report for the last month's period or the period that is related to the campaign.
Name the campaign.
Schedule campaign delivery at the most convenient time.
Press the yellow “Run” report button.
Go to the "History" section.
Download and open the report.
✓ Review your advertising report
The advertising report contains a lot of vital information about the keywords and search terms that Amazon customers used in connection with their automatically targeted sponsored product ads.
Please see the following columns:
Keyword entered by an Amazon customer to locate a product.
Total advertising cost as a proportion of sales (ACoS). ACoS is the percentage of total sales resulting from the amount spent on advertising associated with the keyword.
Conversion rate over a 7-day period. The conversion rate is the number of sales made over a seven-day period divided by the number of times the sponsored product ad was viewed over that same period.
✓ Create a list of low-performing keywords
Examine the keywords in the search terms report that are producing unsatisfactory results. It's a good idea to choose keywords that have been clicked more than 10 times and that have a high advertising cost of sale (ACoS) or a low 7-day conversion rate. Determine your acceptable ACoS by looking at earnings after excluding item fees and expenses.
If your advertising cost of sale (ACoS) ratio is lower than your profit margin, then you can consider yourself successful. However, in the case where your ACoS exceeds your profit margin, you may want to add that keyword to the negative targeting keyword list for your auto-targeted product ad group. When it comes to items priced between $18 and $25, we want to achieve a conversion rate of around 10%. For more expensive items, it would be wise to go for a lower conversion rate.
Once you have identified the terms that have resulted in poor performance, create a list and add them to the negative keywords section of the active group. By doing this, your product's auto-targeted ad will not show on the Amazon search results page when those keywords are searched.
✓ Return to your automatic campaign
Return to your Seller Central page and click on the Advertising tab. Scroll down the charts until you find the ad campaign you want to make changes to. Select the ad group you want to optimize.
✓ Check the data
Within your advertising group, you have data available to view immediately that can give you insight into the performance of your auto-targeted sponsored product ad.
Spend: This is the amount you have spent on advertising for a specific campaign within the russian phone numbers given period (for example, the last 30 days).
Earnings: This is the total revenue you have received for a product that is directly related to the promoted product's advertising campaign within the specified date range. This value does not include revenue from organic sources or other advertising campaigns for the product.
Advertising Cost of Sales (ACoS): This ratio is determined by dividing your advertising spend by your direct campaign sales.
Impressions: This is the number of times customers saw your ad in the selected time period.
Additional Metric: You can add other metrics to the chart, such as clicks, cost per click (CPC), click-through rate (CTR), and orders.
Product-by-product information: All products included in the ad group are listed at the bottom of the page. Each product has its own collection of columns that display metrics for the given time period.
Columns: You can customize your line items by adding additional columns, such as Impressions, Clicks, Click-through rate (CTR), Return on ad spend (RoAS), and Cost per click (CPC). You can also reset the columns to their original settings.
Date range: It is possible to view data from different time periods by changing the dates.
Export: To save your ad group data, you can use the export feature to create a downloadable CSV.
Additional Options: At the top of the chart, you will find a list of several options.
With automatic targeting , you can't make adjustments, but you can download a report of the customer's search terms and the keywords that led to a sale.
Negative Targeting: Negative keywords that you don't want Amazon to target appear in this list. You can add or remove negative keywords as needed.
Search results: This displays relevant keywords that Amazon has targeted and that customers have clicked on. You can customize these just like the other displays and graphical lists.
Ad group parameters: In this section, you can modify the name assigned to the group and modify its default bids.
History: This will show you the changes made to the designated campaign over a given period.
Ad Reports: To see a complete list of search terms and phrases that customers have clicked on within your campaign, you need to generate an ad report. This process takes about 30 minutes. Once the report has been generated, it can be found on this tab.
✓ Create an advertising report
Once you've analyzed the full data from your auto-targeted ads, perform an advertising analysis. This assessment generates an Excel file containing data from all of your advertising activities. To produce an analysis, go to the Reports tab in Seller Central and select "Advertising Reports."
Select "Sponsored Products" from the menu.
Go to the "Search Term" report type.
Choose the "Summary" option.
Generate a report for the last month's period or the period that is related to the campaign.
Name the campaign.
Schedule campaign delivery at the most convenient time.
Press the yellow “Run” report button.
Go to the "History" section.
Download and open the report.
✓ Review your advertising report
The advertising report contains a lot of vital information about the keywords and search terms that Amazon customers used in connection with their automatically targeted sponsored product ads.
Please see the following columns:
Keyword entered by an Amazon customer to locate a product.
Total advertising cost as a proportion of sales (ACoS). ACoS is the percentage of total sales resulting from the amount spent on advertising associated with the keyword.
Conversion rate over a 7-day period. The conversion rate is the number of sales made over a seven-day period divided by the number of times the sponsored product ad was viewed over that same period.
✓ Create a list of low-performing keywords
Examine the keywords in the search terms report that are producing unsatisfactory results. It's a good idea to choose keywords that have been clicked more than 10 times and that have a high advertising cost of sale (ACoS) or a low 7-day conversion rate. Determine your acceptable ACoS by looking at earnings after excluding item fees and expenses.
If your advertising cost of sale (ACoS) ratio is lower than your profit margin, then you can consider yourself successful. However, in the case where your ACoS exceeds your profit margin, you may want to add that keyword to the negative targeting keyword list for your auto-targeted product ad group. When it comes to items priced between $18 and $25, we want to achieve a conversion rate of around 10%. For more expensive items, it would be wise to go for a lower conversion rate.
Once you have identified the terms that have resulted in poor performance, create a list and add them to the negative keywords section of the active group. By doing this, your product's auto-targeted ad will not show on the Amazon search results page when those keywords are searched.