Managing Amazon PPC campaigns can be complex, but with the right tools, you can gain the insights needed to optimize your efforts and drive profitability. sellerboard’s PPC dashboard offers a variety of features that allow you to analyze your campaigns at both a high level and in granular detail. In this article, we’ll explore how these features can be applied in real-world scenarios to improve your Amazon PPC performance.
Spotting a Sudden Rise in ACOS and Taking Action
Imagine you’re running several Amazon PPC campaigns, and you notice a steady increase in your ACOS (Advertising Cost of Sale) over the past 30 days. This is a critical metric, and understanding its fluctuations is key to maintaining profitable campaigns.
Using sellerboard’s profit dashboard, you can quickly generate a visual chart to identify exactly when your ACOS began to rise. By customizing the chart to include metrics like clicks and conversions, you might discover that while your ad clicks have increased, the conversion rate hasn’t kept up. This insight can guide you to adjust your bids, optimize your keywords, or review your targeting settings to bring your ACOS back in line.
Understanding the Full Profitability of a New Product Launch
Suppose you’ve recently launched a new product and invested heavily in Amazon PPC to boost its visibility. While it’s exciting to see sales rolling in, it’s equally important to understand the true profitability of your efforts.
sellerboard’s PPC dashboard provides a detailed profit calculation breakdown that includes metrics such as total PPC sales, orders, clicks, conversion rates, promotions, ad spend, refunds, Amazon fees, COGS (Cost of Goods Sold), and other expenses. This comprehensive view helps you assess the actual profit generated by your PPC campaigns.
For instance, your new product might be selling well, but after accounting for high promotional costs and ad spend, you may find that the campaign’s profitability is lower than expected. With this information, you can make informed decisions to refine your strategy—perhaps by adjusting bids, reducing your daily budget, or reevaluating your promotional offers.
Fine-Tuning Individual Campaign Performance
Analyzing individual campaigns is crucial, especially when managing multiple products or categories. Sellerboard’s campaigns view offers a granular look at each campaign’s performance, making it easier to identify which ones are thriving and which need attention.
For example, if you’re running a holiday campaign that isn’t performing as well as others, you can zoom in on that specific campaign to review key metrics like ad spend, ACOS, break-even ACOS, and daily budget. You might notice that the budget utilization is low, indicating that your ads aren’t spending enough to reach potential customers. From sellerboard, you can easily adjust the daily budget or tweak the current bid, with real-time bid recommendations if automation is active, to improve the campaign’s reach and efficiency.
Identifying High-Converting Keywords
Optimizing your PPC campaigns often involves focusing on the most effective keywords. With sellerboard’s PPC dashboard, you can switch to the keywords or search terms view to analyze which keywords are driving the highest conversions at the lowest cost per click.
For instance, you might find that a particular keyword has a high top-of-search impression share but isn’t converting as well as expected. This could be a sign that the keyword needs further optimization or that your ad copy requires refinement. Sellerboard’s keyword recommendations and bid adjustment tools allow you to optimize or replace underperforming keywords, helping to boost both traffic and sales efficiency.
Monitoring Long-Term Performance with Expanded Metrics
For campaigns that run over an extended period, it’s essential to monitor performance trends. Sellerboard’s PPC dashboard allows you to expand the metrics in the campaigns view to track additional data such as cost per order, units sold, and top-of-search impression share.
For example, if you notice that your product consistently appears in top-of-search results but impressions and conversions have been slowly declining, it could indicate that your ads need refreshing, or that new competitors are affecting your visibility. By keeping an eye on these trends, you can take proactive steps to maintain or improve your campaign’s performance over time.
Conclusion
Sellerboard’s PPC dashboard is a powerful tool for Amazon sellers looking to optimize their PPC campaigns. Whether you need to quickly spot issues, understand profitability, fine-tune individual campaigns, or drill down into keyword performance, the PPC dashboard provides the insights and tools necessary to make informed decisions.
To learn more about using these features effectively, check out our instructional video on the PPC dashboard. By leveraging these tools, you can enhance your Amazon PPC strategy and drive greater profitability for your business.
