360° Sponsored Ads Report
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      ASIN Performance Walkthrough and Use Cases

      Learn how to analyze and maximize your Sp. Ads performance on ASIN Level

      1. Before getting started

      2. Where to analyze your Sp.Ads performance on ASIN-Level

      3. Available filter options

      4. Use Cases

      5. Granular ASIN Level performance analysis

       

      Before diving into analyzing your Sp. Ads performance, ensure:

      • Your ads account is connected.
        Learn how to connect your Sp. Ads Account here ➡️ Vendor Central or Seller Central 
      • All necessary filters are set.
      • Ads are actively running in your Amazon Ads console. 

      Where to analyze your Sp. Ads performance on ASIN-Level 

      You can Analyse your Sp.Ads Performance on ASIN Level in our ASIN Performance Dashboard. Follow this link to access the Dashboard, or follow the instructions on the image: 

      Available Filter Options

      In our dashboard, you have access to a range of filtering options beyond the general metrics. You can refine your analysis by campaign, campaign type, advertised ASIN, minimum ad sales, minimum ad spend, minimum ACOS, and minimum impressions. These additional filters are specifically designed to help you pinpoint underperforming ASINs that require immediate action. With this level of granularity, you can efficiently identify and address areas of your advertising campaigns that are not meeting expectations, allowing for targeted optimization efforts and ultimately better performance outcomes.

       

       

      Use Cases

      • Identifying Underperforming ASINs with High ACOS

      Dive deeper into ASINs with high Advertising Cost of Sales (ACoS). High ACoS could be indicative of inefficient ad spending or unprofitable keywords, requiring adjustments to campaign targeting or bid management.

      1. Set your filters and make sure that for the ACOS, you have set your ACOS Benchmark.
      So if your benchmark for the ACOS on ASIN level lays at 10%, then you should write down "10" in the filter "min. ACOS". 

      2. In the table, sort your ACOS descending and check if the Spend has been overly high. 


      3.       Look for commonalities among high ACoS ASINs.
      Are they part of specific ad campaigns or product categories?
      What is the bidding for the targeting method inside the campaign? Is it too high? 

      • Identifying Low-CTR ASINs

      Analyze ASINs with low click-through rates (CTR). Low CTRs may indicate that the product is not resonating with the target audience or that the ad creative needs improvement. Make sure to also have a look at ASINs with a decreasing CTR Trend.

      1. Set your filters for the min. Spend to at least 1. 

      2. In the table, sort your CTR ascending and look out for ASINs that have a CTR below the benchmark. 

      What is a good CTR in Amazon Ads
      A good benchmark for Click-Through Rate (CTR) in Amazon ads typically falls within the range of 0.5% to 1.5%. However, CTR can vary depending on factors such as product category, competition, ad placement, and targeting. It's essential to monitor your CTR relative to your specific industry and campaign objectives to determine what constitutes a successful performance for your Amazon ads.

      • Identify High Impressions, Low Clicks ASINs

      Look for ASINs with high impressions but low click-through rates. This scenario suggests that the ad is being shown frequently but is failing to attract clicks, signaling potential issues with ad relevance or messaging. Make sure to also look out for ASINs with decreasing clicks while impressions stay high. 



      How to improve Ad relevance and messaging to increase the Click Rate

      • Keyword Analysis: Review the keywords associated with the underperforming ASINs. Ensure that they are highly relevant to the product and aligned with the target audience's search intent. Identify any irrelevant or broad keywords that may be driving high impressions but low clicks.
      • Ad Creative Optimization: Evaluate the ad creatives, including titles, images, and descriptions, associated with the underperforming ASINs. Optimize them to make them more compelling, informative, and relevant to potential customers. Consider highlighting unique selling points, offers, or benefits to capture users' attention and encourage clicks.
      • Negative Keywords: Identify and add negative keywords to your campaigns to exclude irrelevant search terms that may be generating high impressions but low clicks. 

       

      Granular ASIN Level performance analysis

      In our ASIN Performance Dashboard, you can analyze the comprehensive advertising performance for individual ASINs, showing accumulated data across campaigns. However, for a more granular view specific to each campaign, we recommend utilizing our ASIN per Campaign view Dashboard. This provides data on ASIN performance at the campaign level, offering insights tailored to each specific advertising campaign. 
      You can use this dashboard as well to sort by campaign and understand which ASINs are inside of that campaign and how they are each performing.