Advertising – Performance Table Guide

1. Summary flip cards

These 8 cards show the main KPIs (Key Performance Indicators) that you need to manage for your campaigns.

These cards will show a total view for all the elements selected in the filter. By default, all campaigns are loaded and the last 30days are shown. Everytime you update the filter, these cards will also update.

2. Filters

By using the filters you can drill down to view just the data that you need.

Choose any date range using either the calendar view or the drop down menu for a selection of pre-prepared date ranges such as 14 days, 30 days and Lifetime. Lifetime means all the data that has on your campaigns. When you first join the application is only able to download the last 60 days of data. This is a limitation set by Amazon. Therefore lifetime will be the 60 days before you created your account up until today.

The application uses a smart filtering concept, which means for example if you choose a specific country then only the campaigns from that country will be available in the next filter selection. Or if you choose just a campaign, then only the Ad Groups from that campaign will be available in the ‘Ad Group’ filter field.

You can save filter configurations by selecting “Save Filter”. That way, you don’t have to re-create certain standard filters which you may use often.

3. Table

In the table you can find the performance of each campaign, ad group, keyword and search terms (where applicable).

You can see how each element has performed over any time period, and across all the main KPIs such as Impressions, Clicks, Click Through Rate (CTR), Revenue, Orders, Conversion Rate (CR), Spend, Average Cost Per Click (Average CPC), Average Cost of Sales (ACoS).

In addition you can also see the current Bid price for the keyword as well as the default bid price you’ve set at the Ad Group level.

You can change bids directly within the table by clicking on the current bid price, inputting the new bid value and pressing ‘enter’ on your keyboard. You can do this for all the keywords that you need. Then in “Review Changes” you can view a summary of all your bid changes and click “Submit” to have these uploaded to Amazon. No need for you to log into Seller Central!

The ‘Max Bid’ calculation is there to provide you with a guide as to what your Max Bid should be at this current point in time based on your ACoS and target margin (see Product Costs section on how to set your target margin per product).

If you have set Recommendations, these will also appear in this table, enabling you to take quick decisions (see “Recommendation” help section for more details and how to create and use recommendations).

Finally, with the Quick Action icons you can with one click make a keyword or search term (when applicable): Negative Exact, Negative Phrase, Paused, Change Match Type, Transfer to another campaign/ad group or stop bidding.

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