Running Amazon PPC campaigns is essential for increasing product visibility and driving sales. However, simply launching ads isn’t enough—you need to analyze and interpret PPC reports to optimize your strategy, reduce wasted ad spend, and maximize your return on investment (ROI).
Amazon provides detailed PPC reports that help sellers understand how their ads are performing. But if you’re not sure what the numbers mean or how to use them to improve your campaigns, you could be missing out on valuable insights.
In this guide, we’ll break down how to analyze and interpret Amazon PPC reports like a pro. If you need expert guidance, working with an Amazon PPC management service can help you make data-driven decisions for better results.
Why analyzing Amazon PPC reports is important
Effective PPC management isn’t about spending more—it’s about spending smarter. By analyzing PPC reports, you can:
- Identify which keywords and campaigns are driving sales.
- Reduce wasted ad spend by eliminating underperforming keywords.
- Optimize bids based on conversion rates and cost-per-click (CPC).
- Improve your advertising cost of sales (ACoS) for better profitability.
Amazon offers several PPC reports, each providing valuable data. Let’s explore the key reports you should be reviewing.
Key Amazon PPC reports and how to interpret them
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Search term report
The search term report shows what customers are actually searching for when they click on your ads. It helps you determine whether your targeted keywords are bringing in relevant traffic.
How to analyze it:
- Look for high-converting search terms and add them to your manual campaigns.
- Identify irrelevant search terms and add them as negative keywords to prevent wasted spend.
- Find low-performing keywords with high CPC and low conversion rates—consider lowering bids or pausing them.
Pro tip: An Amazon PPC management service can help refine your keyword strategy by analyzing search term data and continuously optimizing your campaigns.
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Campaign performance report
This report provides a summary of how your PPC campaigns are performing over a selected period. It includes impressions, clicks, CPC, spend, sales, and ACoS.
How to analyze it:
- Compare ACoS (Advertising Cost of Sales) across different campaigns. A lower ACoS means better profitability.
- Check click-through rate (CTR)—a low CTR may indicate poor ad copy or irrelevant targeting.
- Identify campaigns with high spend but low sales—these may need bid adjustments or better keyword selection.
Pro tip: If your ACoS is too high, consider optimizing listing content, pricing, and ad copy. Amazon experts can help you improve these elements to boost conversions.
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Placement report
Amazon PPC ads appear in different locations, such as:
- Top of search (first page)
- Rest of search
- Product detail pages
The placement report tells you where your ads are performing best.
How to analyze it:
- If top-of-search placements have high conversion rates, consider increasing bids for better visibility.
- If product detail page placements have low sales, you may need to adjust bids or refine targeting.
- If your cost per click (CPC) is too high in competitive placements, lower bids to improve profitability.
Pro tip: Amazon experts recommend adjusting bid multipliers to focus on high-performing placements while reducing spending on ineffective ones.
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Search term impression share report
This report shows how your ad visibility compares to competitors for specific keywords. It includes impression share percentage, which indicates how often your ads appear relative to total impressions available.
How to analyze it:
- A high impression share means you dominate search results—this is great for brand awareness.
- A low impression share means competitors are outranking you. You may need to increase bids or refine targeting.
- If you’re losing impression share to competitors, analyze their pricing, reviews, and ad strategy.
Pro tip: If your budget is too low, you may be missing out on impressions. Consider working with an Amazon PPC management service to optimize bid strategies.
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Advertised product report
This report provides performance data for individual ASINs in your PPC campaigns. It helps identify which products are generating sales and which aren’t.
How to analyze it:
- Identify top-performing products and allocate more budget to those ads.
- Find low-performing ASINs and check if they need better images, titles, or reviews to improve conversions.
- If an advertised product has high clicks but low conversions, consider adjusting the pricing, product listing, or ad messaging.
Pro tip: Amazon experts can help optimize your product listings and ad creatives to improve conversion rates.
How to use PPC report insights to optimize campaigns
Once you’ve analyzed your PPC reports, take action using these strategies:
- Pause underperforming keywords – If a keyword has high spend but low sales, remove or lower its bid.
- Increase bids on high-converting keywords – Keywords with good sales and low ACoS should receive more budget.
- Add negative keywords – Block irrelevant search terms that are wasting your budget.
- Refine ad placements – Focus bids on high-converting placements like top-of-search.
- Optimize product listings – Improve titles, descriptions, images, and pricing for better conversions.
If managing PPC reports and optimization feels overwhelming, hiring an Amazon PPC management service can help you make data-driven decisions to maximize profits.
Final thoughts
Analyzing Amazon PPC reports is crucial for running profitable ad campaigns. By understanding key reports like search term data, campaign performance, and ad placements, you can refine your strategy, reduce wasted spend, and improve overall performance.
If you want to take your PPC campaigns to the next level, consider working with Amazon experts who specialize in campaign management and optimization. A professional Amazon PPC management service can help you make sense of the data, improve bidding strategies, and drive higher sales with lower ACoS.
With the right approach, PPC reporting and analysis can transform your Amazon advertising from a cost center into a revenue-generating machine.
