This episode explores the challenges of analyzing Amazon PPC data to improve marketing effectiveness. The host, Michael Erickson Facchin, highlights a common problem: interpreting account-level metrics like ACoS (Advertising Cost of Sale) and spend changes without understanding their granular origins. More significantly, he demonstrates a practical solution using Google Sheets and the default Amazon advertising interface to compare data from two 30-day periods. For instance, he shows how to export campaign data for two different timeframes, add a column indicating the date range, combine the data in a single sheet, and create a pivot table to compare key metrics like ACoS and spend across campaigns. This allows for quick identification of campaigns or keywords with significant metric shifts, enabling targeted optimization. The technique is presented as a time-efficient method to pinpoint areas needing attention, ultimately leading to more data-driven decision-making and improved campaign performance. This approach empowers Amazon PPC marketers to move beyond superficial account-level analysis and drill down to the source of performance changes.
