Fellow data junkies, rejoice: Amazon came out with two brand-new reports exclusive to Sponsored Brands. The way Amazon organizes and reports our data has a powerful effect on how we as Amazon sellers interpret it.
After viewing your data through the same reports, focusing on the same metrics over and over, the lens through which you view that data starts to mold to the limitations of those reports. Now, with these new reports from Amazon, we have the opportunity to look at this data from a whole new angle, challenging how we view our data and revealing some insightful connections in the process.
How to Access Your Sponsored Brands Reports
If you’re new to Amazon Advertising, or if it’s been awhile since you last checked your reports, we’re here to give you a quick tutorial on how to access these new reports.
From your Amazon Advertising console, click on the sidebar and go to Reports.
From there, you can see all the reports you’ve generated in the past. Click on the “New Report” button in the upper left-hand corner.
Here, select what campaign type you want to analyze and select the report you want from the drop down menu.
Then, just give your report a name and click “Run Report!”
After a few minutes of processing, your report should be ready to go.
Without further ado, let’s dive right into these new Sponsored Brand reports and what they can do for you!
Search Term Impression Share Report
When you look at the Search Term Impression Share report, you’ll find a lot of metrics– CTR, CVR, etc.– that you’ve seen in previous search term reports for Sponsored Brand ads. However, early on in the sheet, you’ll find two new columns: Search Term Impression Share and Search Term Impression Rank.
Search Term Impression Share
If you have any experience with Google Ads, the concept of Impression Share might be familiar to you. Search Term Impression Share is, as it sounds, the percentage of possible impressions you’ve earned on a particular search term. For example, if a certain search term is searched 1,000 times and you have 100 impressions for that search term, your Search Term Impression Share is 10%.
This Impression Share metric is incredibly useful for making your best search terms even more profitable. If your ACOS for a certain keyword is a good deal lower than your target ACOS, it can determine whether or not there’s value in bidding more for that keyword to make things tougher for your competitors.
It also tells you whether or not a higher bid will gain more impressions. For example, if you already have great ACOS and your Impression Share for a particular search term is 100% or close to it, it’s probably not worth it to bid more.
On the other hand, if you have a lower Impression Share– say, below 70% or 80%– and you have low ACOS, you have a lot to gain by bidding higher to capture those untapped impressions.
Another way to utilize Search Term Impression Share is by working backward and getting an estimate of the search volume of a given search term. Just convert your Impression Share to a percentage, then divide your impressions by your Impression Share…
…and voila! You have a solid estimate of how many times shoppers entered a given search term.
Search Term Impression Rank
The other new metric in the Search Term Impression Share report is Search Term Impression Rank. This one is a little more tricky to understand and use since there’s very little information available on it from Amazon.
Our interpretation of Search Term Impression Rank is that it compares your impression share against everyone else whose Sponsored Brand ads gained impressions for a particular search term in a given period of time. For example, if you have the highest Search Term Impression Share for a given search term, your Search Term Impression Rank for that search term would be 1.
With Search Term Impression Rank, the utility comes when you filter for a high number. If you see that one of your priority keywords shows up in a search term with a high rank, that could be a sign that you need to push harder on that keyword. Keep in mind, however, that this metric focuses on search terms rather than keywords, so it’s not the best place to draw conclusions unless your campaigns are extremely segmented with tons of ad spend.
Brand Category Benchmark Report
A quick disclaimer about Brand Category Benchmark: not all Sponsored Brand campaigns have access to it yet. If you don’t see it in the drop down menu, don’t freak out– just be patient and it will be available in time.
There is useful never-before-seen data in this report. Namely, it gives you new insight on how you size up against your competitors.
Right off the bat, the report shows your brand and all of the categories and subcategories where your Sponsored Brand ad appeared. For example, if you were selling a wrench, your brand would likely show up in the “Tools & Home Improvement” category, then the “Power Tools & Hand Tools,” “Hand Tools,” and “Wrenches” subcategories. With Brand Category Benchmark, you can compare and contrast how you perform in all of these subcategories alongside benchmark data for each.
Brand Category Benchmark works on a percentile system. It shows your performance on a given metric, then compares you to the 25th, 50th, and 75th percentiles for that metric in your ad’s category or subcategory.
This report is incredibly useful for finding out whether you’re in a good spot with your metrics given the category. For example, you might think your ROAS is too low, but if it’s higher than the 75th percentile for ROAS in your category, you’re doing really well. On the other hand, if you have metrics such as conversion rate that are down below the 25th percentile, those might be areas to improve so that you’re on par with your competitors.
The next time you’re wondering, “Am I in a good spot with my [insert metric here]?” Brand Category Benchmark will have the answers you seek.
With these two new Sponsored Brands reports comes a lot of utility in terms of deciding where and how to optimize your Amazon PPC campaigns.
Search Term Impression Share gives you a proportion of how many shoppers entering a given search term see your ad. If your Search Term Impression Share is lower, you have the opportunity to gain more impressions by upping your bid. If you follow the philosophy of “bid as much as possible to turn up the heat on your competitors,” Search Term Impression Share shows whether or not you’ll gain a worthwhile number of impressions from bidding extra on an already well-performing keyword.
With Search Term Impression Rank, on the other hand, we wouldn’t recommend drawing conclusions from the data in that column unless your campaigns are highly segmented with tons of ad spend. It is, for the most part, a comparative metric to show where you stand in terms of your Impression Share.
Brand Category Benchmark offers never-before-seen data that gives you a ballpark estimate of where you measure up to your competitors with your KPIs. This gives you new insight on whether you’re in a good position with your key metrics within your category and gives you a heads up if there are any metrics that need special attention.
All in all, these are some great new reports, and we’re looking forward to whatever Amazon cooks up next. Happy analyzing!
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 0:10 Intro
- 6:40 Search Term Impression Share report
- 25:25 Search Term Impression Rank
- 31:41 Brand Category Benchmark report
- 46:46 Closing Thoughts
- How to Find New PPC Keywords with Reverse ASIN Lookup
- Getting High-Quality Product Reviews on Amazon with Andy Lam
- The Podcast Turns 100
- How to Optimize Hundreds of Auto Campaigns at Once
- Prime Day Preparation: Capitalizing on the Most Important Days of the Year
- Ad Badger & Bobsled Marketing: Staying on the Cutting Edge of Amazon PPC
- What Do I Do When a Keyword Doesn’t Convert?
- Keyword Cannibalization: Good or Bad?
- How One Keyword Can Apply to Multiple Products
- Ad Badger & TurnKey: Amazon Product Listing Optimization
- Seven Habits of Highly Effective Amazon PPC-ers
- Ad Badger and ZonGuru: Boost Your SEO with High Value Keywords
- Answered Prayers: Negative ASIN Targeting Comes to Auto Campaigns
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch The PPC Den on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe!