For Amazon Sellers and Vendors, the Amazon Advertising Campaign Report for Sponsored Brands is a vital tool that offers deep insights into campaign performance. By understanding and utilizing the wealth of information it provides, you can optimize your campaigns, improve ROI, and strategically grow your business.
Understanding the Amazon Advertising Sponsored Brand Campaign Report
The Amazon Advertising Sponsored Brand Campaign Report summarizes your campaign performance over a selected date range. It’s available for Amazon Sellers and Vendor Central retailers running Sponsored brand campaigns.
Key Features of the Campaign Report
By leveraging this report, you can gain valuable insights into your campaigns’ performance and make informed decisions to enhance your advertising efforts. The report offers an aggregated overview of your campaign performance.
Using the Openbridge AI Data Copilot, the schema for this report follows:
Understanding the report’s insights helps you:
- Assess Campaign Effectiveness: Identify which campaigns are meeting objectives.
- Optimize Budget Allocation: Redirect funds to high-performing campaigns.
- Strategize Growth Opportunities: Spot areas for expansion and increased ROI.
- Branded Searches: Measures brand awareness by tracking how often customers search for your brand.
- New-to-Brand Metrics: Indicates the number of first-time purchasers, highlighting customer acquisition success.
- Sales: Total revenue generated from campaigns.
- Return on Ad Spend (ROAS): Evaluate the efficiency of your advertising spend.
Analyzing these metrics allows you to tailor strategies to different customer journey stages, from awareness to conversion.
Optimizing Campaigns Based on Report Insights
Here are suggestions for optimizing your Sponsored Brand campaigns based on the insights provided in the amzn_ads_sb_campaigns report:
Enhance Budget Allocation
- Action: Monitor campaign_budget_amount and campaign_budget_type to ensure campaigns with high conversion rates (sales/clicks) or click-through rates (view_click_through_rate) have a sufficient budget.
- Why: High-performing campaigns may require increased budgets to avoid missed opportunities due to budget constraints.
Improve Targeting Strategy
- Action: Use data on branded_searches and branded_searches_clicks to identify the effectiveness of brand-related keywords. Invest in high-converting branded terms. Exclude underperforming or irrelevant keywords (negative targeting).
- Why: Focus on targeting terms with the highest relevance and performance to maximize return on ad spend (ROAS).
Analyze Audience Behavior
- Action: Leverage new_to_brand_detail_page_views and new_to_brand_units_sold to evaluate the acquisition of new customers. Develop campaigns targeting segments that show high engagement or conversion potential.
- Why: Prioritizing new-to-brand customers can grow your customer base and ensure long-term profitability.
Optimize Ad Creative
- Action: Review video5_second_view_rate, video_complete_views, and viewability_rate for video campaigns. Test new creatives with higher engagement. Improve video length, content relevance, and call-to-action clarity to increase completion rates.
- Why: High-performing visuals and engaging videos enhance brand recall and drive action.
Refine Bidding Strategy
- Action: Analyze top_of_search_impression_share to evaluate visibility. Increase bids for high-performing campaigns or keywords with strong conversion rates. Lower bids for underperforming campaigns to improve cost efficiency.
- Why: Competitive bids improve placement in high-visibility areas like the top of search results, maximizing clicks and conversions.
Adjust for Seasonality
- Action: Use the date column to identify seasonality trends in performance metrics like impressions, clicks, and sales. Increase spend during peak periods for your category. Decrease spend during slower periods while maintaining brand visibility.
- Why: Aligning budgets and strategies with demand cycles ensures efficient use of advertising resources.
Monitor Campaign Status
- Action: Regularly review campaign_status for campaigns that may be paused or not delivering impressions. Address issues causing campaigns to pause (e.g., budget exhaustion, eligibility issues).
- Why: Active management ensures consistent campaign performance and avoids downtime.
Focus on Conversion Optimization
- Action: Track metrics like purchases, units_sold, and sales for campaigns and refine: Ad copy or offers to boost conversions. Landing pages to reduce friction and improve purchase likelihood.
- Why: Conversion-centric strategies improve overall campaign profitability and ROAS.
Manage Invalid Traffic
- Action: Use metrics like gross_impressions and invalid_impressions (from other related datasets) to identify and reduce invalid traffic.
- Why: Reducing invalid impressions and clicks protects ad spend and ensures a higher share of genuine customer engagement.
A/B Testing
- Action: Test variations in creatives, budgets, or targeting strategies and compare performance metrics (add_to_cart_rate, detail_page_views_clicks, new_to_brand_purchases_rate).
- Why: Continuous testing uncovers strategies that drive better performance over time.
Enhancing Data Analytics with Openbridge
Ditch the messy, manual reporting for the Amazon Advertising Sponsored Brand Campaign Report. Automated data feeds guide data-driven decision-making to improve off-Amazon digital marketing campaigns. Leverage attribution insights to refine strategies, allocate resources efficiently, and enhance customer engagement across all touchpoints.
Openbridge unifies and delivers performance data to leading data lakes and cloud warehouses, including:
- Amazon Redshift
- Google BigQuery
- Snowflake
- Azure Data Lake
- Amazon Athena
- Databricks
This creates an analytics-ready single source of truth, fueling informed decisions on brand strategy, media planning, and understanding customer demand on Amazon. Unified data from Openbridge can turbocharge reporting and analytics tools like:
- Looker Data Studio
- Tableau
- Microsoft Power BI
- Looker
- Amazon QuickSight
- SAP
- Alteryx
- dbt
- Azure Data Factory
- Qlik Sense
Integrating with these platforms can enhance customer engagement across all touchpoints.
Getting Started with Amazon Advertising Campaign Report Automation
Openbridge specializes in delivering unified, analytics-ready data solutions. By providing code-free, fully managed data pipelines, Openbridge helps businesses harness the full potential of their data without the complexities of manual processes.
Get a 30-day free trial to try Amazon Advertising Sponsored Brand Campaign Report automation!
Amazon Advertising Campaign Reports for Sponsored Brands was originally published in Openbridge on Medium, where people are continuing the conversation by highlighting and responding to this story.
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