One quick and effective way to optimize your paid search performance in Amazon Ads is through comparing the performances over time.
In Google Ads, you can easily compare your campaign/ ad group/ keyword performance between time period specified by you. So, you would want to make the most of this feature, no matter which PPC platform you are active on.
But, this comparison feature is, missing in Amazon ads interface. Knowing the importance of comparing performances and the value it can add in planning your campaigns better, we have added this feature as part of our Negative Keywords dashboard.
We had recently launched the search archival tool to access historical search query data. Using the same technology, we have created the compare performance feature, that accesses historical account data and helps you draw significant comparisons amongst them.
To use this feature, go to Karooya’s Negative Keywords dashboard for your Amazon Ads account. (If you haven’t yet signed up with us then click here to enjoy the many benefits). Once there, click on the new ‘Compare Performance‘ tab. Specify the dates for which you want to compare the performance. You can also select what you wish to compare. Currently we have the option to download report to compare performances for the following:
- Ad Group
- Search Query
Here is a sample keyword performance report and how it looks like:
As you can see, for some keywords the clicks have improved for the time period selected whereas for some keywords the impressions have dropped. Identifying these opportunities and loopholes is a great way to start with optimizing your overall performance.
The metrics that can be sorted using this new option are as follows:
The report captures some important metrics such as the following:
- Avg CPC
- Conversion Rate
- Total Sales
To explain it further. You could, for example in the above keyword report, use the data to –
1. To track how a recent change made by you has impacted the performance:
You may have added bunch of negative keywords in previous week. Comparing performance of the campaign for current week with that of previous week will explain you if it had an effective impact or not. Similarly if you had increased the bids for your keyword, then comparing keyword performance over period will help you track how it’s CPCs, ACoS, etc. are changing.
2. To check if your competitor is stealing your good converting traffic:
If you find that your conversions have gone down for a certain period, you can compare Keyword Performance and/or Search Term Performance of the period with that of the previous period (or with an earlier period that has highest conversions). With these reports you can easily find out the ‘Good Converting Keywords‘ (or Search Terms) that have recently lost impressions. It is most likely that your competitors are bidding for them aggressively; and so should you.
3. Comparing performance for similar periods, previous year and comparing performance year over year:
Sometime comparing performance with the previous period is not the best thing to do. There is plenty of such particular periods during a year: Christmas, 4th July, summer vacations, etc. If your Amazon Ads account is linked with Karooya for long enough, you can easily compare performance of certain period across years. (Read more about data archival feature of Karooya here.)
These and many more miscellaneous action steps can be taken with the help of this feature. Similarly you could also pull out report for the other available options (ad group, campaign and search query) and derive insights to better your performance in long term.