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Dateline: Q4 2017: we'd just passed £1 million Amazon sales from Amazon Advertising alone.
But, just as with AdWords several years before, things were changing . . . more competitors . . . higher costs per click...
Search terms which previously had been profit goldmines were now losing money.
We knew that our Amazon Ads were key to maximising the potential of the incredible (and becoming more powerful by the day) Amazon sales machine. We needed to take control of our Amazon Advertising account.
We needed to take control of our Amazon Advertising account.
Sound familiar?
We needed to find a solution which enabled us to take full control of our Amazon Advertising for the long term.
It needed to:
Automatically store our daily data so that we could use it whenever we wanted, how we wanted e.g. when we're planning next Christmas to see what worked last Christmas.
Be clear and easy for us to use.
Let us see, quickly and easily, what is working and what is not.
Enable us to easily update our Amazon Advertising campaigns while still retaining complete control.
Allow us to analyse our SellerCentral and Vendor (Retail) campaigns from a single location (even better still if we could combine the two to use the data to our advantage)
Show us the true picture of our advertising by understanding how Amazon treats search terms and match types (which is very different to how we believed Amazon viewed them)
Save us from ever having to download another Amazon spreadsheet for the brain-numbing task of poring through it line by line in Excel.
Enable us to make all of our decisions with the knowledge of their true implications and putting them into historical context (so we didn't stop a long-term profitable search term just because it was having a bad week or two).
Reduce the full management of our Amazon Advertising to 15 minutes per week or less... without missing anything important.
Help us to leverage our Amazon Advertising data for use in creating future advertising campaigns and also our Amazon product pages.
"Making Decisions When Looking At A Screen Of Your Search Terms (Or A Downloaded Spreadsheet) Is Like Juggling With Knives... Blindfolded... In The Dark!" PS That's not a good idea!
That's what we used to do too.
We'd either look at the onscreen reporting and made decisions from what that told us...
Or, if we were feeling especially brave (and we had plenty of time and nothing better to do), download a detailed report from Amazon Advertising to look at onscreen.
We ran our winners and cut our losers... and results frequently got worse.
We were stumped.
Sound familiar?
It happened over and over.
We were taking the most logical, practical, common-sense approach and were in danger of crashing and burning.
And now we know why... ...and we built AdRazor to put that knowledge into action.
