Optimizing Amazon Advertising with a Comprehensive Dashboard
Optimising Amazon Advertising with a Comprehensive Dashboard and Campaign Analytics
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Optimising Amazon Advertising with a Comprehensive Dashboard and Campaign Analytics
1. Real-Time Campaign Performance: The dashboard provides a real-time overview of advertising campaign performance on Amazon, consolidating key metrics and insights into a single interface. It categorizes data into different types of campaigns for easy analysis.
2. Client Expertise: Partnering with a team of digital marketing experts, known for their prowess in PPC ads, social media, search engine, and e-commerce marketing, ensured a deep understanding of client needs and industry standards.
3. Overcoming Data Challenges: The primary challenge of ensuring immediate data updates despite Amazon's platform limitations was addressed through innovative strategies. A logging system was developed to fetch advertising data, facilitating automated daily updates aligned with Amazon's data for accurate analysis.
4. Innovative Solution Development: Thorough research and collaboration with Amazon led to the development of a logging system fetching advertising data from the past seven days. Meticulous planning ensured the reliability and comprehensiveness of the solution.
Vista Funnel is an operational application that inherits the existing data from the Amazon and adds and analysis based on which custom logics can be applied and change the values to Amazon like Budget and the Bid
Vista Funnel is enriched with various analytics panel like - Campaign Analysis, Advertising Data Analysis along with the following detailed modules:
Advertising Sales Dashboard: offers a real-time overview of advertising campaign performance consolidating the key metrics and insights into a single interface. It basically shows the data which are fetched from the report and has been synced as per the date range requested. Also shows the previous period data that helps in comparison the current and previous period data. Various Amazon reports are used to fetch the data from Amazon like - Sponsored Products - spCampaigns, spTargeting, spSearchTerm, spAdvertisedProduct similar way for the Sponsored Brands, Sponsored Display and Sponsored Brand Video report types. The data fetched from the Advertising reports are the Clicks, Impressions, etc.. Calculate the ACOS and ROAS from the data fetched. Displays the list of Active Campaigns, Active Keywords, Active Audience and Active PAT.
Campaign Analytics: shows the Performance of the metrics like Spend, Sales, Impressions which are retrieved from the Amazon Advertising API reports, and also get the data with which the conversion is done like how many Clicks, Orders, etc.. The Daily Performance Trend Graphical representation is used to display the data of the metrics like ACOS, ROAS, Conversion Rate which we calculate using the data we have from the Amazon Advertising reports. Campaign Table showing the Amazon Campaign data including the Campaign Bidding Strategy fetched from the campaign_api, update budget directly to Amazon Bulk Campaign Manager.
Campaign Management: is a module used for fetching the LIVE data Campaign from Amazon, analyse the data, create Campaigns with the features of selecting the type - Sponsored Product, Brand or Video and select the type of campaign - Auto or Manual from this panel and check the criteria’s and update the outputted data to the Amazon Campaign Management section. Specific campaign creation based on the hierarchy - Campaign -> Adgroup -> Targeting -> Product/Keyword. Preview the Campaigns before uploading to Amazon, create custom strategy for the fast campaign creation.
Rule Management System: allows for automated adjustments of increasing / decreasing the bids/budgets and transfer the keyword from positive to negative targeting and vice versa based on the predefined criteria, ability to customise the rule and attach them with the specified campaigns allowing them to only apply the rules for specified products and campaigns. Action log plays a key part in knowing the old data and the updated data history with the fields - Target Name - which keyword has been affected, Target Type - Exact, Broad or Phrase, Change - increase/decrease in the Bid/Budget value, Campaign Name - which campaign is being affected, AdGroup, Rule - rule that was applied to this campaign, Rule Applied Time, Old Value, New Value
Vista Funnel is a team of digital marketing experts, aimed to elevate e-commerce businesses' online presence. Their expertise in PPC ads, social media, search engine, and e-commerce marketing has empowered various industries to thrive online.
The primary challenge was ensuring immediate data updates, a necessity for effective campaign management. Amazon's platform limitations hindered real-time data access. Despite this, innovative strategies were employed to synchronise data with slight delays, ensuring client satisfaction through proactive communication.
Thorough research and collaboration with Amazon led to the development of a logging system fetching advertising data from the past seven days. This system facilitated automated daily updates, aligning with Amazon's data for accurate comparison and analysis. Meticulous planning ensured the reliability and comprehensiveness of the solution.
The project exemplified excellence, meeting all client deliverables. The Dashboard emerged as the preferred choice, praised for its robustness and reliability. The multi-rules system and innovative features surpassed client expectations, reaffirming commitment to client satisfaction.
This case study highlights how the Advertising Sales Dashboard addressed challenges, met client needs, and delivered exceptional results, showcasing the effectiveness of comprehensive campaign management on Amazon.