What can you do in the Advertising module?
- Compare performance between Sponsored Products and Sponsored Brands advertising
- Manage your Sponsored Brands campaigns using bulk operations and metrics filters
- Manage your Sponsored Products campaigns using bulk operations, metrics filters, placement reports, change logs to track activity impact to advertising, and automation to optimize bids against performance.
The Amazon Advertising module has multiple pages, each of which can be accessed via the top navigation bar.
The default view when you enter the Amazon Advertising module is the Sponsored Products Optimize tab.
The optimize tab is where you would do the majority of your manual campaign management. The upper left window gives you a snapshot of your advertising metrics in the last week. The upper right window gives you trend lines between any two PPC metrics to visualize their relationship over time.
The bottom half of the screen is a view of your campaigns. From left to right, this view tells you:
- Campaign status: Enabled, Paused, Archived
- Type of campaign
- Whether automation has been applied
- Target types within campaign
- PPC advertising metrics: ad spend, sales, ACoS, etc.
- Overspend: This will show you exactly how many campaign dollars you have overspent (or underspent) in relation to your target ACoS. It applies to campaigns, as well as ad groups, keywords, and searchterms
- Daily budget
- Bid strategy
In this Campaigns-level view, you can filter by campaign attributes.
In the Campaigns view, as well as ad groups, targets, search terms, and products, you can further filter all account aggregated data by advertising metric.
Sellics also offers some predefined Smart Filters.
Because Sellics aggregates your total accounts’ campaign data into these respective tabs of Campaigns, Ad Groups, Targets, Search Terms, and Products, you are able to make multiple selections in order to do the following bulk operations:
- Bulk move KW or ST across campaigns and to negative match
- Blacklist negative keywords across total account, including auto campaigns
- Bulk edit bids and daily budgets by absolute $ or % change
- Bulk edit bid strategies
- Bulk edits of Ad Scheduling:
In Placement reports, Sellics visualizes for you performance per ad placement. The upper left hand box visualizes a comparison of each ad placement’s PPC metrics. From the dropdown menus, select the 2 PPCs you would like to compare by placement. This helps answer questions like,
- Which placement generates the highest sales?
- Which placement delivers the lowest ACoS (or highest ROAS)?
- Which placement has the highest volume of impressions and clicks?
- Which placement has the lowest CPC?
The upper right hand box visualizes trend lines over time comparing 2 PPC metrics across each of the ad placements. You can select and unselect placements to focus primarily on a placement.
The bottom half is a view of your campaigns. In the second tab, placements for every campaign are aggregated in a single view. You have the option to group all campaigns by placements to see how each placement performs across total account. In either views, you can bulk edit placement modifiers.
The Automate tab is where you can build rule sets to automate campaign bid optimizations and keyword harvesting.
Sellics rule sets use “if this, then that” logic sequence: If a defined condition has been met after a set time frame and custom sales attribution, complete this action. Sellics pulls all PPC data out of your Advertising account on a daily basis and drills down to the individual keyword or ad group level to apply the logic you have used to design your rule set.
Sales Attribution allows you to define how many days of data the rule sets should ignore to remove any click data that may have unattributed sales. Amazon’s default is 14 days. However, within Sellics’ rule sets, you can set it anywhere between 1-14.
Defined Condition can be defined by PPC metrics you want to optimize against, such as ACoS, ad spend, orders, impressions, clicks, CTR or CVR.
- The most common metric our clients optimize for is ACoS. However, not all campaigns will have the same ACoS target. Rather than create a new rule for each individual campaign whose ACoS is different, Sellics can optimize dynamically each campaign based on target ACoS. To set target ACoS per campaign, you can load it into Sellics via an Excel spreadsheet or individually set it in Sellics.
Time Frames can be set to ad spend, revenue, impressions, clicks, orders, or days.
- The risk of setting time frame to absolute days or weeks is it does not take into account whether enough time has passed for the data to be accurate or takes too long to make a decision, risking to waste ad spend.
- Take for example a product with a 10% CVR. With a 10% CVR, the earliest point at which one could make a decision as to how it is performing is after 10 clicks. In a given week, if the product receives only 5 clicks, technically there is not enough click data to determine its performance in advertising. Meanwhile, in another week, if the product receives 500 clicks, bids could have been adjusted sooner since there are more than enough clicks to inform performance.
- Rather than setting absolute figures, because each product and each keyword type may perform differently in the advertising auction, Sellics has designed a dynamic click calculation you can use in your rule set.
- Clicks can be dynamically calculated off of your ad group's existing CVR. Based on the CVR, Sellics will determine what is the appropriate number of clicks to wait as a sufficient Time Frame for collecting click data. If a CVR does not exist at the ad group level, Sellics will reference the campaign's CVR. If a CVR does not exist at the campaign level, Sellics will reference the total account's CVR to use as a benchmark.
- 1X clicks can be understood as, “1 times the expected number of clicks to achieve a conversion.” Sellics offers 1.5x and 2x to increase accuracy of the clicks Time Frame threshold, though increasing cost as well to afford the accuracy.
In total, the rule sets can be read as, “After (sales attribution) days, if enough (time frame) has passed, and the (defined condition) is met, then complete this action.”
Every Sellics account comes pre-loaded with 2 best practice rule sets, one more manual campaigns, one for automatic campaigns. The rule sets are separate because rule sets for manual campaigns apply at the keyword level, while rule sets for automatic campaigns apply at the ad group level.
For additional reading on Sellics rule sets, you can reference these articles:
From the Analysis tab, you can dive deeper into the impact of PPC optimizations to the actual performance of the account and campaigns.
Once you scroll lower, a visual change log is lined up to the PPC metrics trend lines over time to help you understand the impact of the actions you’ve taken in Sponsored Products campaign management to their actual performance over time. By lining up the actions to the metrics, you can answer questions like:
- What activities have taken place in this account?
- My sales are increasing/decreasing – did I do something in advertising to trigger that?
- I added new keywords to my campaigns. Did that expand my reach in the following weeks?
- I removed irrelevant keywords from my campaigns. Did that reduce ad waste? Did that improve my CTR or CVR?
- My ad spend spiked last week. What drove that?
- My ACoS spiked 2 weeks ago. What drove that?
- Did turning on Dynamic - Up & Down increase my orders?
- Did adjusting a placement modifier increase my orders?
When clicking into any of the icons, the change log details will filter to specifically those actions selected so you can observe what targets were changed, the starting point, and the actual change implemented. Please bear in mind Sellics can only track changes made through the Sellics UI in the change log. Therefore, managing PPC as much as possible through Sellics provides a holistic lens of the operational impact of PPC optimizations to advertising performance.
Moving to Sponsored Brands, we currently only have Optimize available, wherein each of the bulk operations possible for Sponsored Products are also possible for Sponsored Brands.
Lastly, the Overview tab allows you a single view of both Sponsored Products and Sponsored Brands ads performance.
The upper left hand box gives you a snapshot of your aggregated search advertising metrics. The upper right hand box are trend lines comparing the two types of search ads and their performance over time. The bottom half of bars compares each PPC metric, stacking up Sponsored Products and Sponsored Brands together.