Gauging the Effectiveness of Your Amazon Marketing Campaign
Marketing is a massive expenditure for any business, so it makes sense that you would want to know that you are doing it right. Whether you are selling your product on Amazon or growing your brand through advertising, there are several metrics that you can use to track the effectiveness of your Amazon marketing campaign.
What are marketing metrics?
Marketing metrics are measurable tools that can be used to check how well a campaign is doing. They usually measure the effect that your campaign has had against actions taken by your audience. These metrics can be used to optimise your current campaign and to help you with your next campaign. Since different metrics tell you different things, we’ll take a look at some of them to help you decide which might be best for your campaign.
Digital marketing
To measure the effectiveness of digital marketing, you can check the click-through rate (CTR) or cost-per-action (CPA), which is the percentage of viewers who then click on an advert or make a purchase. These can indicate how successful you have been at capturing your audience’s attention and can help you to determine how much you would want to spend on pay-per-click (PPC) advertising.
Email marketing
When it comes to email marketing, you can look at how many of the marketing emails you sent out have been opened. You can also track how many have been forwarded and how many have resulted in unsubscriptions. You would also want to know how well your call-to-action has worked by looking at the CTR or conversion rate.
SEO
Search engine optimisation (SEO) is the use of keywords to drive people to your site or product and can be measured using analytics. Things to track are keyword rankings, search volume, and the amount of organic traffic you receive without having to spend money.
Revenue
How much money you are making might tell you how well your advertising campaign is doing as well as the number of new and returning customers you are seeing. How much traffic you receive and how much time people spend looking at your site or product are all good indicators that can be measured too.
Quality
Tracking the quality of your product or service is important also, and one of the ways you can do this on Amazon is through the global ratings and reviews left by customers. These can give you an idea of whether you are advertising your product accurately and honestly.
What tools can I use?
The easiest method to track these metrics is by making use of one or more online tools. Some of them may be accessed free of charge, while others require a subscription fee.
Amazon PPC marketing services
An Amazon PPC marketing service takes care of planning and delivering your marketing campaign for you. They have access to several tools to ensure that every penny spent on marketing is targeted to provide a return on your investment. SEO experts from agencies like Nuoptima https://nuoptima.com optimise listings, and marketing experts tap into a variety of marketing channels to reach customers on and off of Amazon.
Amazon DSP
Amazon DSP allows users to purchase advertising that reaches existing and new audiences. It is available to Amazon sellers as well as non-sellers, and you can choose to control your own campaign or take a managed service with consultants to help you. At no extra cost, you receive performance reports and audience insights prior to and after your campaign has gone live.
Amazon Attribution
This measurement tool helps you to track how non-Amazon marketing, such as social media, SEO, email and your website, is driving awareness of Amazon and your brand. Amazon sellers who have signed up to Amazon Brand Registry can use Amazon Attribution, as well as vendors and agencies.
Google Analytics
Google Analytics is considered one of the most popular tools used in online marketing. It utilises real-time reporting to make data available to you and is able to perform across platforms and devices. A free version is available if you are just starting out, or a premium version is available for big brands at the cost of about £120K.
The takeaway
Marketing is a necessity if you want to grow your business, and unfortunately, it doesn’t come cheap. To ensure your marketing budget is spent in the right places, it is important to use metrics to track the effectiveness of any campaign that you run. In the past, it was difficult to measure how successful advertising had been as many campaigns used outbound techniques, such as printed advertising, TV and radio, which could not be tracked or measured.
Fortunately, most advertising now takes place digitally, making it easier to access hard data. There are also several tools at your disposal that can help, including Amazon’s own reporting and analytics services, platforms like Google Analytics, and Amazon PPC marketing services.
