Hi, I'm Alper Eslek
Managing every aspect of a product lifecycle, from market research to post-purchase customer experience, while employing data analysis for strategic, data-driven decision-making and communicating insights through visualizations.
PORTFOLIO
Hi, I'm Alper Eslek
Brand Manager
PPC Advertising Report
This report, crafted as a one-page interactive document using Microsoft Power BI, provides a detailed monthly overview of Molermo's baggie organizer PPC advertising on Amazon USA in October 2023. It includes a scatter plot showing ACOS and Revenue for target keywords, along with a performance metrics table for each keyword, offering a concise yet comprehensive analysis.
Considering it is a newly launched product and taking into account the market conditions, for the month of October, I have set 60% and 80% as thresholds for the ACOS (Advertising Cost of Sales) rates. Keywords with an ACOS below 60% should be considered successful, and efforts should be made to increase total sales. Keywords with an ACOS between 60% and 80% should be evaluated based on their specific circumstances. For keywords with an ACOS above 80%, regardless of the sales volume, bids should be promptly reduced, and if necessary, the advertising campaign for that keyword should be closed.
On the positive side, a keyword that distinguishes itself from the group with excellent performance immediately grabs attention. When we delve into the keyword 'ziplock bag organizer,' we can observe its ACOS and sales performance values. If we're curious about its performance in other metrics, a simple click provides the information. We can directly filter the desired keyword from the table below.
On the negative side, a keyword that attracts attention is one exhibiting poor performance well beyond the overall group on the far right of the graph. Clicking on the point in the graph allows us to bring up the information for the selected keyword in the table below. Despite the bid for the keyword 'snack bag organizer for drawer' being 0.20, its ACOS value is remarkably high. Despite receiving 32 clicks, it has only resulted in 1 order. It becomes apparent that continuing to advertise for this keyword may not be suitable for our product.
Underneath the scatter plot in the report, there is a table displaying performance metrics for all keywords.
For an ACOS value to be generated and reflected in this graph, at least one sale must occur for the relevant keyword. Keywords not appearing in the ACOS graph can be easily identified and examined from the table. If there is no ACOS value, it could indicate that our 'bid' has not been adequately tested, or, worse, it may have resulted in poor performance due to a lack of sales. After sorting the table by 'spend,' keywords at the top without an accompanying ACOS value should be thoroughly reviewed. If necessary, bids should be reduced or campaigns closed.
ALPERESLEK