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Amazon Product Marketing
Amazon Advertising Reporting: What's New to Discover
Amazon Advertising (formerly Amazon Marketing Services) is Amazon's pay-per-click marketing platform that allows you to place ads for your products in Amazon's search rankings or on other product detail pages on Amazon.
Amazon Advertising (formerly Amazon Marketing Services, or AMS) is Amazon's pay-per-click marketing platform that allows you to place ads for your products in Amazon's search rankings or on other product detail pages on Amazon.

While the ROI has always been proven, the lack of better reporting options presented a challenge. To understand what works and what doesn't, Amazon sellers had to create multiple campaigns which meant more work, expense, and headaches.

New reporting options take the guesswork away. These updates, along with the release of the Amazon advertising API, mean that Amazon sellers are going to have better data, which will lead to increased ad competition on Amazon. It will become even more important to have an Amazon advertising strategy that leverages these new reports and features or you will soon lag behind your competitors.

Here are some of the new features of the updated Amazon Advertising console:

Campaign and Account Level Date Ranges

The biggest issue while maintaining Amazon Advertising campaigns has been the lack of any type of date range functionality. This sellers us to create new ad groups month after month or keep updated spreadsheets outside Amazon Advertising to track data over time.

The new date range function will allow you to pick from a list of set time frames, or enter a custom date range. The one issue we see with the new feature is the custom date range only allows you to select up to 90 days. Because of this long term reporting may still have to be done outside of Amazon Advertising, but better custom date ranges may be added in the future.

Headline Search Keyword Report

The headline search keyword report allows you to see how a headline search campaign performs per keyword, by day. This greatly improves your ability to optimize headline search campaigns as previous reports only received high-level keyword data.

While this report is still lacking in-depth reporting on the exact search query used by Amazon shoppers, it is a big step forward. Hopefully they will continue to improve the headline search reports and provide even more detailed data as to what the customer searched.

Sponsored Products Search Report

One major issue with Amazon Advertising reporting has been that to get any type of totals on your campaigns over a certain time period you would need to export the data and create the calculations yourself to track total impressions, spend, sales, etc. With this report you can easily see over a given time period your totals across all campaigns, saving tons of leg work.

This report also gives you a breakdown of how each search term in a campaign performs on a daily basis, giving you increased knowledge at a glance as to what is working and what is not.

Sponsored Products Keyword Report

This report currently provides higher-level data compared to the search term report and at this time does not provide any additional data points that are not contained in that report.

At this time this report will be used as a convenience for higher-level data reporting, and not so much for a deep dive into optimizing your campaigns.

Sponsored Products Advertised Product Report

The sponsored products advertised product report is used to display how a specific Amazon ASIN performed per campaign, by day. You can also use this report to select multiple Amazon ASINs to compare Amazon Advertising performance.

This report is the first tool Amazon provides to get the reporting by ASIN instead of by ad campaign.

Sponsored Products Placement Report

The Amazon Advertising sponsored products placement report is probably one of the reports we are most excited about the potential for data and campaign performance. The current report only shows if the placement was on the "Top of Search on Amazon", "Other on Amazon", or "Unclassified".

However, if this report contains more detailed data in the future and Amazon allows marketers to make additional changes to their placement targeting this could make a large difference in the ROI of a campaign.

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