New metrics available from Amazon allow you to see how your Sponsored Brand marketing ranks with your competition. Access to this kind of information helps you know where your advertising efforts are succeeding as well as they could be, directing your future marketing emphasis.
- Understanding how your marketing compares to your competitors can guide you to better performance
- New available metrics allow you to view your percentile rankings against peers for various metrics
- Available metrics to compare are impressions, click-through-rate (CTR), advertising cost of sales (ACOS), and return on ad spend (ROAS)
If you only compare your performance your own marketing and selling history, it won’t tell you how well you could be doing in the larger landscape. Comparing your marketing results to those of your peers can give you goals that you may not have even realized were possible before.
New Category Level Metrics Report
Amazon’s new report provides sellers with the data on their Sponsored Brand marketing in a unique perspective, showing how your marketing data measures up to that of peers in the same category. This comparison is given in the form your data measured up against the same data for peer performance at the 25th, 50th, and 75th percentiles. If your data matches up to or exceeds higher percentile ranking, you can know that your campaigns are doing well in that area.
Amazon currently compares four different metrics for these campaigns.
- Impressions – This metric tells you how often your ad is shown to shoppers. If you see that you rate below your peers in a category where you should have a dominant presence, you may need to adjust your catalog structure, content, or keywords so that Amazon recognizes that your ads are applicable.
- Click Through Rate (CTR) – CTR = Clicks / Impressions. A higher CTR will tell you that more people seeing your ad are clicking it. You may increase this ranking by adjusting the content of your ad to appeal to your audience.
- Advertising Cost of Sales (ACOS) – ACOS = Spend / Attributed Sales. If you see that your competitors are achieving sales with a much lower cost, you may want to look deeper into the details of your campaigns to help them perform more efficiently.
- Return on Ad Spend (ROAS) – ROAS = Attributed Sales / Spend. The effectiveness of your marketing is what you want to know. This metric, in comparison with your peers can give you a wider view of the success and efficiency of your campaigns.
Seeing these metrics compared to your competition can help you take actions to make your Sponsored Brands campaigns more successful. If you just analyze your own data, it may be difficult to judge whether your ads were performing up to their potential.
If you want to know more about these metrics and how to boost your marketing performance on Amazon, contact a Navazon representative today to discuss how we can help.