Inside Adtomic, Analytics is where you can see an account overview of your data, including your ad groups and keywords, by Campaign Level, Ad Group Level, Keyword Level, Search Term Level, Product Level, and Portfolio Level (if you have set up portfolios on Seller Central).
Note that this article reviews several strategies for manually managing your campaigns. Adtomic has the ability, through its rules structure, to make all of this work automatic for you. Still, if you are new to PPC, you may want to monitor your advertising efforts more closely in the beginning, before you feel confident that the platform is managing your campaigns the way you want.
When you open up Analytics, the default screen will always be on the Campaign Level, and data will be sorted by Spend. If you want to jump into a specific campaign, you can click on the linked name, and you’ll open that campaign in the Ad Manager window. To learn more about the Ad Manager in Adtomic, check out the articles “How Do I Access the Adtomic Ad Manager” and “How Do I Use the Ad Manager in Adtomic to Manage My PPC?”
On Analytics, you can track which level you are on by looking for the thin blue bar that highlights the current view.
1. You can sort the order of the data in the columns by clicking on the column heading of the data you want prioritized, either high to low, or low to high. You can use the search bar and/or the toggles for Ad Groups, ASINs or Keywords to filter the data as well.
Two levels designed to efficiently make optimizations include the Keyword Level and the Search Term Level. From the Keyword Level, you can focus on Exact Match keywords that might not be performing well. From the Search Terms Level, you can focus on all the other types of keywords and ASINs that are underperforming.
2. Click on Keyword Level and then sort the data by highest ACoS. It’s important to look for Exact Match keywords (identified by the boxed E next to the keyword) that are running a high ACoS. Exact Match keywords are supposed to be your best performers, so if they are not leading to sales, you will definitely want to reassess whether to change the bid, remove them or, more likely, make them into Negative Keywords.
3. If you want to evaluate the performance of keywords that are not Exact Match, you wcan switch to the Search Term Level. On the Search Term Level, you’ll also want to sort by highest to lowest ACoS. Here, the same poorly performing keyword noted above on the Keyword Level appears.
4. If you find a search term that is not performing for your campaigns, click on the adjacent search icon in the Negative column. This click will open the Add Negative Keyword window.
5, In the Add Negative Keyword window, choose Negative Exact Match or Negative Phrase Match from the drop-down menu, check the box for the campaign you want to modify, then click the Apply button. Now the search term will become a Negative Keyword for that campaign.
6. Another quick way to optimize your campaigns, still on the Search Terms Level, is to use the drop-down filtering menu that lets you set the conditions for what data is displayed. If you want to turn search terms with ten or more clicks but no sales into Negative Keywords, set that criteria and click Apply.
7. Once you apply the criteria, Adtomic displays only those search terms that match your conditions. Here we can see that these terms have more than 10 clicks each, but have zero PPC orders. These are all terms you might consider turning into Negative Keywords.
8. Click on the Negative search icon adjacent to the search term to open the Add Negative Keyword window. Check the box under the campaign you want to modify, and click Apply.
9. Finally, under Analytics, on the Product Level, you can quickly review the performance of your campaigns by individual product. It’s important to take into consideration TACoS as well as ACoS when determining the effectiveness of a campaign. PPC Sales also drive organic traffic and sales, so a higher ACoS can be justified if the TACoS is much lower.
To learn more about managing your Amazon PPC, we recommend tuning into PPC Expert Vince Montero’s weekly training, TACoS Tuesdays.
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