Misleading ASIN-level performance. Are you considering halo sales? Don't get confused with your reporting and make bad advertising decisions. Thanks Himanshu.

Himanshu Verma

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👉 ASIN-level performance analysis is incomplete without factoring in the Halo sales ❗️

esp. while evaluating the individual product TACOS and strategy planning

➡️ Here's why?

- Ad sales are attributed to the advertised ASIN that was clicked on.

- In case a shopper bought a different product from your brand than the one they clicked on, that sale would still be attributed to the advertised ASIN.

- So, you might see a high TACOS on the advertised product if you let the spend go up; only looking at the attributed sales (since ACOS was looking better when factoring in all attributed sales)

- Though the sales were indeed going to another product. And on that "other" product, the TACOS would look much lower.

- This data can therefore be misleading and create confusion in reports,

- This happens a lot with variations and when you have a solid defensive strategy in place.

➡️ Also, if the halo sales contribution is significant, it calls for a slight change in strategy,

Simply because shoppers are actually preferring other products from your catalog they would be seeing on the detail page.

👉 Which is both good and bad.

✔️ Good because at least shoppers are converting
❗️ Bad because there are chances of sales leakage to other peer brand products: given how many other brand products show up on the detail page.

And, there's a potential opportunity loss in case you're not showing the actual purchased product more; since that could have given a higher CTR and sales conversion.

👉 For this level of breakdown of the advertised product and purchased product and sales contribution,
you can check out advertised product and purchased product reports available for SP and SD, and attributed purchase report for SB & SBV campaigns


Now, another scenario to also consider:
Imagine there's indeed leakage and sales are going to peer brand products, but wouldn't show up in the reports, simply looking like a low conversion. 3 steps could be useful:
✔️ pushing Ad spend on different products and comparing their performance
✔️ having a strong defensive and cross-promotion strategy in place
✔️ having more variations and options for different shoppers. It helps drive higher conversion.

#sponsoredads #itsalwaysdayone

A+ tool upgrade. Now you can get perfect A+ pages screenshotted in bulk, and storefronts. Thanks George.

George Barnett Reid

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Dump storefront/ASIN URL's in -> perfect screenshots downloaded automatically.

Worth £5/month?

Free at the moment whilst I get feedback. Link below.

Install for free: https://chrome.google.com/webstore/detail/download-amazon-images/kbenfbfnjbiimkofkpbhnomgepbnmbdc/

#itsalwaysdayone

Reasons to invest in your store x5. Thanks Jason. Note: get your storefront created for £390 here.

Jason Landro

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5 reasons you MUST invest in your Amazon brand store...

1. It's the only place on Amazon where you get to tell your brand's story exactly the way you want.

2. You can launch new products on your store by featuring them on the home page.

3. Amazon introduced store spotlight ads and SBV ads to drive traffic to stores more directly through advertising.

4. Amazon has added the ability to schedule publishing drafts of different versions of your store which is awesome for holidays and promos.

5 The store is the only place on Amazon without ads from other brands or Amazon

I've got more, but I'll stop here. What am I missing?

P.S. below is a store homepage by the Nectar team

#amazonadvertising #amazonagency #amazonmarketing

Best response to someone playing a price war. Haven't seen this before. But I love it. Thanks Arqam.

Arqam Cheema

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A friend of mine sent me this, totally savage!!!

"This one only Amazon sellers will understand.

A seller took over my listing and listed his for $49 instead of $49.97

I didn’t want my ads to stop, so I lowered my price a few more cents to regain the buy box.

The seller messages me and says: “I can do this all day, I have an autopricer that will lower the price 3 cents more than you every time.”

So I tested at $45, and he lowered it to $44.97
I lowered it to $39, and he lowered it to $38.97

That confirmed he was telling the truth about the auto pricer…
 
So I waited for 2 am, lowered the price to $5, and when he lowered it to $4.97, I bought ALL of his inventory 🤣🤣🤣🤣🤣"

Tit for Tat 😂

#amazon #amazonppc #amazonads #amazonadvertising #amazonlisting

New report for "attributed purchases". It's tricky to keep up with the developments from Amazon. Trickier still to utilise them, if you're on your own ;) Thanks Prem.

Prem Gupta

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Attributed Purchases report for SB and SBV

➡️The attributed purchases report provides insight into the specific products sold and attributed to your campaigns.

➡️These products are directly promoted by your campaign, on your landing page, or they’re indirectly attributed via the brand halo through brands from ASINs on your landing page.

➡️This report helps you understand which product sales your Sponsored Brands ads are driving, surface new advertising opportunities, and see which products are engaging new-to-brand customers. 

➡️It gives clear segregation of NTB metrics. This report is available for the last two years.
#amazonadvertising #amazon

Amazon update ad console UI, again. Have you seen this yet?

George Barnett Reid

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A new UI update on the Ad console will now allow you to choose 4 KPIs to show simultaneously on the Ad campaigns graph. Amazon has started rolling it out in a few accounts.

5 Amazon ad lessons. 2 minutes read. 1 weekly email.
https://georges.blog/subscribe.

Find every wrong with your Amazon ads in under 72 hours.
https://georges.blog/audit

#itsalwaysdayone

You can listen to it here: https://www.buzzsprout.com/1165652/11917571-new-ui-update-will-show-4-kpis-on-ad-campaigns-graph-week-51-lesson-2.mp3

Great A+ page shared daily. We've just started this on our company LinkedIn page and Facebook group.

georges.blog

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1 A+ page every day.

My top 1000:
https://lnkd.in/eHqwyA-H

#itsalwaysdayone

Amazon has used AI for years. Thanks Martin.

Martin Heubel

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🤖 Everyone is talking about AI (Artificial Intelligence) these days. But few #Amazon vendors realise that it has been shaping their business for over a decade (!). 

Think about it:

- Amazon orders inventory using machine learning

- Pricing and Buy Box behaviour is fully automated

- Algorithms make de- and listing decisions

- AI initiates trade negotiations for tail vendors


So yes, OpenAI's ChatGPT is impressive and all. 

But don't forget that tech companies like Amazon have been using them in sophisticated ways for some time.

#amazonvendor #openai

What keywords is your competitor dominating? Amazon are sharing 5 new sub-categories for your top search terms. Thanks Waqas.

Waqas Anwar

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New Year Gift From Amazon!!

Amazon Search Terms are changed into Top Search terms, now you have 

1- SFR
2- Search Terms
3- Top Clicked Brands
4- Top Clicked Categories
5- ASINs, title, Click & Conversion Share

Now it would be easy to download all the keywords with top clicked brands, which can surely help to understand if there is any brand dominancy or if you’re yourself a brand then now you know which keywords are still left that have not juiced out yet. 

I believe categories may come in handy in SD targeting, though it is yet to be tested. But once you are done downloading the keywords a specific niche that can definitely help to minimize spending as you will be targeting specifically rather than testing broadly. Right now we have to test different things but the best I could think of it is that we can cut our advertising spend going to different brands & categories. If the retail readiness is top-notch with better pricing + social standing then yes Amazon has unleashed a tool that can help you in bulls-eye targeting
#ppc #amazon #amazonfba #amazonads #amazonadvertising #advertising

Can you rank profitably with PPC? A multi-step breakdown on how to utilise Amazon reports to understand which keywords you should be targeting, at an ASIN level. Thanks Gonza.

Gonza Martinez

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My friend Elizabeth Greene just posted some gold on Ranking Products on Amazon. She told a simple truth: ranking products on Amazon using PPC is not that hard. But ranking them profitably it's a whole different challenge. One which many sellers don't have much luck with.

At Ziresquare we are ranking products every month as part of our full-Amazon account management service. And we have refined a process that uses Amazon's 1P data to guide our ranking strategy and help us target the search terms where ranking is the easiest.

The process has some moving parts though. And will require that you download some data from different sources and combine them into a single document to easily visualize and analyze it.

You will need to download:

1️⃣ Search query report for the ASIN you are launching.

2️⃣ Your ASINs PPC Search Term Report (you need to be targeting KWs in single-KW exact match campaigns for this to work).

3️⃣ Helium 10 ranking report that shows the organic and PPC ranking of those search terms.

4️⃣ Brand Analytics Report for that ASIN.

You will end up with a report with way too many columns. And too wide to show here. I'll split it in and attach them to this post.

You will have to add columns to run some calculations. Since Amazon doesn't do that math for you. (Hello! When have they?)

You will need to calculate the search term's CTR, add to carts and CVR for all ASINs indexing for them. Then you will have to do the same for your ASIN. This way you can easily compare your CTR and add to cart as well as your conversion rate compared to the competition.

Then you add your PPC data to the mix. And you can compare the impression share you have for each Search Term, the search volume of that Search Term, the PPC performance of your campaign targeting that Search Term and how much those are costing you (ACOS and CPC).

WHAT TO DO NEXT:

1️⃣ Identify Search Terms for which your ASIN has better CTR, add-to-carts and CVR than the competition. Clicks on ads and add to carts do help you rank. They speak of intention and they reveal a lot to Amazon during the grace period.

2️⃣ Make a short list of the Search Terms with higher CVR than the competition. Push them at any resulting ACOS (mind your daily budget and P&L of course).

3️⃣ Cycle your title keywords to include these winning search terms.

4️⃣ Make sure you track organic and PPC ranking to know what's working.

5️⃣ Make sure you track impressions share so you know when to stop. There's no point in increasing your bids if you already have 95% of the impressions for the ST.

You should get into a weekly cadence of doing this and readjusting your ranking strategy.

This process helps you to:

1️⃣ Rank faster on the KWs you convert better for.

2️⃣ Avoid spending money on KWs that you won't rank just yet.

If you want to know more amazing processes like this, join us at The Core Community: www.corecommunity.io

Display more product attributes on your detail page. Flat files. Thanks Brett.

Brett Bohannon

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Did you know that there are attributes that amazon introduces that you have no clue are there?

How would you?

You would need to be looking at a flat file or the back end of your listing if this was the case

Check your listing, some of these updates show up on the product detail page.

George Barnett Reid

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The Brands tab on Amazon Seller Central now includes a new Build Your Brand page. It comes with tools and learnings to help build a brand strategy as well as grow and protect it.5 Amazon ad lessons. 2 minutes read. 1 weekly email. https://georges.blog/subscribe. Find every wrong with your Amazon ads in under 72 hours. https://georges.blog/audit

#itsalwaysdayone

You can listen to it here: https://www.buzzsprout.com/1165652/11917566-the-new-build-your-brand-page-week-51-lesson-1.mp3 

Portfolio UI updates in Amazon Advertising console. 3 updates that should make your management a touch easier. Thanks Himanshu.

Himanshu Verma

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👉 3 recent UI updates on the Ad console:

➡️ 4 KPIs on the graph
We can now show up to 4 KPIs simultaneously on the graph.
It will help better analyse and present more data on the ad console UI.
Amazon has started rolling it out in a few accounts.

➡️ Filter by portfolio
There's now an option to filter campaigns list by portfolio names with the search by portfolio name option.

➡️ Changes to the portfolio layout
The top menu items incl. "Settings" and "History" are now stacked vertically on the left, replacing the list of portfolios. Portfolios are only accessible from the Portfolio tab that was added some time ago.

Not sure how much this will help. Need to get used to it. I rather liked the portfolio list more as someone who use Portfolios a lot. How do you find it?

#sponsoredads #itsalaysdayone