[PPC Den Podcast Ep. 23] Making Sense of New to Brand Metrics


New to Brand Metrics

In this episode, Mike & Brett talk about the latest new metrics that were recently released for Amazon advertisers: new-to-brand. These metrics are meant to help advertisers identify strategies that can drive customer acquisition and efficient business growth on Amazon. They include new-to-brand orders, new-to-brand sales, % of orders new-to-brand, and % of sales new-to-brand. These metrics give you an idea about the percentage of your customers who have purchased from your brand within the past 12 months, which could eventually play a key role in understanding the true value of your PPC conversions over time. While these metrics are only available in sponsored brand ads, video ads, and display ads, these metrics could eventually prove to be quite useful. Right now though, Mike & Brett have some opinions to share about the current effectiveness of these metrics, what they’re lacking, and what we’re expecting going forward. Don’t miss this one! We’ll see you in the Badger Den!

Episode Highlights

  • 4:10 Amazon is introducing a new set of metrics called New to Brand
  • 5:40 Mike introduces the four new metrics: new to brand orders, Percent new to brand orders, new to brand sales, percent new to brand sales
  • 7:11 Mike gives his first impression of the New to Brand metrics
  • 9:00 Brett goes into how the metrics will affect reach goals
  • 9:45 Mike talks about how to measure ad campaigns using the new metrics
  • 13:10 How new to brand metrics will affect bidding on your own brand
  • 13:55 Brett & Mike take a deep-dive into their opinions on these new metrics and how actionable they are
  • 16:20 Amazon’s PPC is fragmented and the issue shows through the new metrics
  • 19:00 Brett ends the podcast with discussing how Amazon can improve their transparency moving forward

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If you missed them, you should check out our previous episodes of The PPC Den Podcast:

  1. Why We’re Living In The Golden Age of Amazon PPC
  2. The Bid+ Conundrum
  3. Amazon’s New Product Targeting Features
  4. The Advanced Basics of Amazon PPC
  5. Amazon PPC Advertising Stats
  6. Hitchhiker’s Guide to Sponsored Products (Part 1)
  7. Hitchhiker’s Guide to Sponsored Products (Part 2)
  8. Campaign Naming Systems
  9. Product Targeting – Into the Great Unknown
  10. The Strangest, Most Popular PPC Strategy: The Keyword Dump
  11. Dissenting Thoughts on PPC Budgets
  12. First Look on New Bid Options in Amazon
  13. What We Love About Amazon PPC
  14. The Dreaded Amazon Data Reporting Delay
  15. All Things Negative Keywords
  16. Cranking Up Conversion Rates
  17. The Star-Crossed Lovers (Organic & Paid Traffic)
  18. How to Scale Using PPC – A Case Study
  19. The Ultimate Amazon PPC Roadmap
  20. Amazon Advertising Launch Strategy for New Products
  21. Our Gripes About Amazon Sponsored Brand Ads
  22. Should You Bid on Competitors’ Branded Keywords
  23. Making Sense of New to Brand Metrics
  24. Defining Your PPC Goals & Setting ACOS Targets
  25. The Latest Sponsored Brand Ad Updates
  26. An Introduction To Bulk File Operations
  27. Click Through Rate (CTR) Rundown
  28. The Importance of Indexation for Amazon PPC
  29. My 5 Predictions for the Future of Amazon PPC
  30. A Round-Table Discussion About Placement Settings
  31. The Complete Guide to Self-Auditing Your Campaigns
  32. Improving Your Account With Amazon Reports
  33. A Data-Driven Approach to Prime Day PPC 
  34. Clickfraud, Who to Hire, and More Common Amazon PPC Questions
  35. Increase Conversion Rates for Sponsored Brand Ads
  36. Amazon DSP with Kiri Masters
  37. 4 Things Amazon Does Better than Google and Facebook
  38. Three Effective Ways to Optimize Amazon PPC Bids
  39. Promoting Your Products with Amazon Coupons
  40. Should You Segment Your Branded Keywords in Amazon Ads?
  41. What to Expect From 30 Days of Running Amazon Ads