Non-obvious metrics
Non-obvious metrics
Promoting a product on amazon. Non-obvious metrics
Apart from the standard metrics like Cost Per Click (CPC), Click-Through Rate (CTR), Cost Per Conversion (CPC), Return on Ad Spend (ROAS), etc., PPC managers when promoting products on Amazon also need to track a few non-obvious metrics that can be key to a successful campaign. Here are some of them:
ACoS (Advertising Cost of Sales) by keyword
Tracking ACoS for each keyword will help determine which keywords are generating the highest and lowest ROI. This will allow you to optimize bids and budgets based on the actual performance of each keyword.
Share of Voice (SOV)
SOV shows how much of the total number of impressions your ad is getting on search results pages. Tracking SOV will help you understand how competitive your campaign is in your niche and whether you are effectively capturing traffic.
Impression Share Lost
This metric indicates the percentage of ad opportunities missed due to budget or ranking constraints. Tracking this metric will help you understand how effectively your budget is being utilized and what steps you can take to increase visibility.
Listing Quality
A quality product listing with complete descriptions, attractive images, and good reviews can make a big difference in the performance of an ad campaign. Monitor the quality of your listing and carefully analyze its impact on conversions and ROI.
Product Inventory
Lack of product inventory can result in lost sales and increased advertising costs due to targeting ad campaigns to products that are not available for purchase. Monitor your inventory levels and plan your campaigns accordingly.
Competitor Behavior
Monitoring competitors' actions and strategies, such as price changes, new products or advertising campaigns, can help you adapt your own strategies and stay competitive in the marketplace.
Tracking these non-obvious metrics can help you more fully evaluate the effectiveness of their Amazon ad campaigns and make more informed decisions to optimize them. WinClicks software can help you track many of the above indicators. It contains many tools for quality work with listings, calculates a huge number of metrics, records changes and promptly reports on them.