Amazon Advertising is now offering five downloadable reports for authors and publishers to view ad campaign data on keywords, products and placements, and has added targeting options when using auto targeting on ads.
The reports on sponsored products ads include:
- Search term report — search terms entered by customers shopping on Amazon that resulted in at least one click.
This report can identify high-performing customer searches that can be added as new keywords. It can also add under-performing search terms as negative keywords.
- Targeting report — sales and performance metrics for advertised products in campaigns with at least one impression.
This can be used to assess search volume and performance trends for your keyword, products and categories.
- Advertised product report — sales and performance metrics for advertised products in campaigns with at least one impression.
This can identify trends in overall performance over time for promoted titles and their formats.
- Placement report — performance of your campaigns in top-of-search and other placements.
Insight into performance across different placement types and identify campaigns that could benefit from Bid+.
- Performance over time report — Summarizes clicks and spend over a specified period of time.
Assess average cost-per-click and total spend change over time.
Overall Amazon says the new reports allow authors to gather insights on search terms, placements, and keywords to understand how shoppers discover your advertised titles.
You can understand what book title and keyword mix helps reach your business goals to make well-informed adjustments.
Four options for auto-targeting
Amazon Advertising also says you can now choose between four Automatic targeting settings for Sponsored Products ads if you opt for auto targeting.
Amazon targets keywords and products that are similar to your ad’s title based on your product information. When you choose automatic targeting, it uses multiple default strategies on your behalf to match your ad to shoppers looking for your title:
- Close match. When close match auto-targeting is turned on, your ad can show to shoppers that have searched for items closely related to your title. For example, an ad for Peter Pan by J M Barrie may be shown predominantly in search results for “Peter Pan book,” “Peter Pan children’s book,” and “Illustrated version Peter Pan.”
- Loose match. Your ad can show to shoppers that have searched for items loosely related to your title. For example, an ad for Peter Pan by J M Barrie may be shown predominantly in search results for “Peter Pan coloring book,” “fairy tale books,” and “literary classics.”
- Substitutes. An ad can show to shoppers who view the product detail page of books or products similar to your title. For example, an ad for Peter Pan by J M Barrie may be shown predominantly on detail pages for Peter Pan Leather Bound Illustrated Collectible, Peter Pan Pop-Up Book, and the Annotated Peter Pan book.
- Complements. An ad can show to shoppers who view the product detail page of books or products that complement your title. For example, an ad for Peter Pan by J M Barrie may be shown predominantly on detail pages for Peter Pan Halloween costumes, the Peter Pan DVD, Peter Pan coloring books.
After you create your campaign, you can view these different targeting strategies in campaign manager and make changes to meet your campaign objectives, such as increasing your bid for one tactic versus another.