Improving Your Campaigns with Amazon Reporting
Now that you’ve analyzed your data with a goal-focused lens, compared your recent performance to historical trends and cycles, and hypothesized some reasons for changes in metrics, it’s time to brainstorm ways to improve your campaigns moving forward.
While you’re in your reports, you should start forming your strategy on how you plan to get closer to your goal or get your campaign back on the right track. This is made a lot easier by seeing what impact your previous actions had on your key metrics, both recently and historically. If a previous strategy didn’t produce the results you expected, you know not to use that strategy again.
Have clear expectations for the outcome of your Amazon PPC optimization tasks. These expectations allow you to gauge the degree of success of the overall strategy when you next analyze your reports.
To make informed, performance-driving Amazon PPC decisions, your optimization needs to be data-driven. To do that, you need to take a long, hard look at your campaign reports and analyze not just the data, but the connections between strategy and KPI changes.
Never be a Lazy Larry with your reporting. Getting real value from your Amazon reports takes much more than just skimming over the numbers without any deeper thought or analysis. Don’t be afraid to do a little spreadsheet spelunking.
Before anything else, make sure you have your key objective in mind and in view. This keeps you from falling down any metric rabbit holes that don’t actually affect your goal that much.
Look at historical trends and cycles for your campaign. Those who don’t learn their campaign’s history are doomed…in general. Be clear on what’s moving in what direction and look for patterns.
Once you’ve found what’s changed in your campaigns, look for the reasons why. Learn the unique properties of your campaign and apply that knowledge to campaign optimization in the future.
Once you have the what and the why, develop a plan with clearly-defined tasks designed to help improve your performance. Set clear and reasonable expectations on how you expect each task to affect your metrics.
Reporting on your or your client’s Amazon PPC campaigns might feel like pointless busy work once in a while, but with this four-step process to Amazon report analysis, you can confidently make strides towards your Amazon PPC goals.