This section of the Benchmarker report helps you understand how your account structure compares to the best practices.
Your score is the average number of ad groups you have in your campaigns. The ad group must have at least 1 impression to count.
Having fewer ad groups per campaign will give you more control over your budget, as the budget is set on campaign level. This will avoid cases where a subset of your ad groups is using most of your budget until it runs out, leaving other ad groups with few impressions. Having control makes your account quicker and easier to optimize.
For detailed blueprints on how to structure your campaigns, check out our comprehensive guides:
Advertised ASINs/Ad Group
Your score is the average number of advertised ASINs you have in every ad group. Only ASINs with at least one impression are counted.
For all of the ASINs that are grouped together, the following characteristics should be very similar:
search intent (keywords)
If the grouped ASINs do not have these characteristics in common, it will be difficult to optimize targets and bids or even to interpret results. This in turn will make it difficult to design a high-performing campaign.
Your ability to group advertised ASINs will depend on the size and diversity of your product portfolio. For most advertisers, 1 to 10 ASINs per ad group will be ideal.
This score shows the average number of keywords per ad group in your account (other targets, e.g. ASINs, are not included currently). Only unique keywords with at least 1 impression per ad group are included.
Advertisers with less than 5 keywords usually aren’t bidding on all of the keywords that could help them reach potential customers. Advertisers who have more than 20 targets lose the ability to quickly and easily optimize their target bids because clicks are widely distributed.
For advertisers with less than 10k/month in ad spend, we recommend between 5 and 20 targets per ad group. For advertisers with more than 10k/month in ad spend 20+ targets can work well.
The Benchmarker – Executive Summary
This section allows you to understand how much budget you are investing in different Amazon Sponsored Ads formats compared to other sellers in your category.
If your ad portfolio is less diverse than other sellers in your marketplace and category, it can make sense to diversify and add different ad formats to your portfolio – especially, if your campaigns are performing well and you’re aiming to drive additional revenue.
In case you missed it, we’ve written a series of guides to Amazon Sponsored Ads in 2021:
Ad Format Deep Dive
In this section, you’ll receive a score for your overall performance in your product category. The scores range from one star to five stars:
1 star = in bottom 20%
2 stars = in bottom 40 %
3 stars = between 40%-60%
4 stars = in top 40%
5 stars = in top 20%.
Click on the “+” button next to each KPI grade to do a deep dive. A section will appear that shows your account’s score compared to the category benchmark. Beneath that, you will see an ASIN-level analysis of your products.
The column “Range” illustrates how each ASIN compares to other ASINs in the same subcategory.
Taking the first product as an example, “LumiLux Toilet Light,” the figure on the left end of the distribution (in this example 9%) means 20% of the advertisers in this subcategory have a score lower than 9%. Similarly, the figure on the right (for the first product, 39.8%) means 20% of advertisers in this subcategory have a score higher than 39.8%.
The number above the distribution in the gray box is the ACoS for the displayed ASIN. In the example above, we can see that the first product, “LumiLux Toilet Light,” has an ACoS of 46.7%, meaning that it is in the top 20% for this subcategory. Products with an ACoS higher than the benchmark are prime candidates for optimization.
To interpret and take action on the ASIN-level KPI scores, repeat these steps for each KPI:
Use the “FILTERS” button above the far-right column to filter by ad spend.
Click on the KPI in the second column to easily sort scores to identify high-impact opportunities for optimization.
ACCOUNT STRUCTURE SECTION
What are the account structure benchmarks based on?
The account structure benchmarks are based on a combination of aggregated data and Perpetua's strategic recommendations. We believe account setup is at the heart of a successful Amazon PPC account. Learn more about setting up your account for success.
Why are my total keywords lower here than in my Amazon account?
To make sure our analysis is relevant, we only count keywords which have at least one impression.
AD FORMATS SECTION
What are ad spend distribution benchmarks based on?
The Category Benchmark for ad distribution shows how your direct competitors are allocating their budgets to different formats.
What does it mean if I’m spending less or more on formats than my competitors?
Learn more about our recommendations regarding portfolio diversity here.
How can I learn more about best practices for each ad format?
If you want to learn more about each section of the Benchmarker report check out our following articles:
Benchmarker: The Summary Section
Benchmarker: The Impact Driver Analysis
Benchmarker: The Product Analysis section
AMAZON ADVERTISING BENCHMARK REPORT 2022
Data, insights and recommendations from a study of 2 million Sponsored Products campaigns.
Article last updated June 2022. If you find this information to be out of date, please contact firstname.lastname@example.org.