Amazon’s internal paid ads campaign manager provides advertisers with all of the information they need to see how well their Amazon advertising strategy is performing. The interface grants user’s access to a wide range of performance metrics, providing them with a complete campaign overview of exactly how their paid ads budget is being spent. But with so many performance metrics available, how do you decide which metrics to track when measuring the success of your campaign?
To help you decide, here’s a quick breakdown of what each one does.
Budget
Your budget details the amount of money you want to spend on your Amazon marketing strategy each day. It’s perhaps one of the most important performance metrics to monitor as it helps you keep track of your spend so you don’t accidentally exceed your set budget.
If your budget changes, you can quickly and easily adjust and update the amount you spend. According to Amazowl is one of the best Amazon agencies, and they offer you free courses that will help you improve your sales; for more information, click here: https://www.amazowl.com/training/
Impressions
Each time your ad is displayed to a visitor to the site, your ad gains an impression, regardless of whether that person chooses to click on your ad or not.
So, if the main goal of your advertising campaign is to increase your online visibility and brand recognition, this may be a valuable performance metric to track, as it will allow you to monitor how many times your ads have been placed in front of users.
Clicks
Each time a member of your target audience ‘clicks’ on one of the ads in your ad group or campaign, it is recorded by the Amazon campaign manager. Monitoring clicks is a good indication of whether your ad is engaging.
CTR
The click-through-rate, or ‘CTR’, tracks the percentage of shoppers who decided to click on your ad after seeing it displayed on a page. This is calculated by dividing the total number of clicks seen across your campaign by the total number of impressions. Ideally, advertisers on Amazon’s platform should aim for a click-through-rate of at least 0.5%. A fully optimised campaign will yield a better CTR, so monitoring this performance metric will give a good indication as to whether your campaign setup requires any improvement.
CPC
Cost-per-click, or ‘CPC’, details how much of your budget is spent on average each time a user clicks on one of your ads. Depending on the volume and competition of the keywords that your campaign is targeting, the average CPC will differ.
With so many different performance metrics to choose from, it may be worth talking things through with an agency partner who specialises in everything Amazon. Our specialist teams will help you navigate the different options available and help you select the ones that will help you optimise the performance of your marketing strategy to achieve the best results.