Sep 07, 2023 12:00AM
Specificity is key when it comes to Amazon advertising KPIs. Blanket goals like a 10% TACOS won't suffice when each product has its unique margin and life stage. Use different KPIs based on criteria such as brand, margin, or product lifecycle to get accurate insights. Thanks, Jason.
If you aren’t setting KPIs for Amazon advertising at the ASIN level, you’re making a grave mistake
I talk to way too many brands that only have very broad goals (e.g. 10% TACOS)
Not all your products have the same margin, so why would you have the same TACOS goal for all your products?
In addition, your best selling product shouldn’t have the same TACOS goal as a brand new product.
The new product will likely need to rely on advertising to generate sales and will have little to no organic sales initially.
Therefore, TACOS is probably the wrong KPI for a brand new product.
This doesn’t mean you need a separate KPI for every single ASIN.
Instead, you can group them appropriately (e.g., brand, product lifecycle stage, margin, etc.)
But it almost never makes sense to have one KPI for the entire account
How are you setting advertising KPIs for your products?