You've set your MACS, but you're not sure if they're working for you.
Take these 3 steps to evaluate your performance:
- Evaluate the goals of your campaigns and the associated metrics to determine success
- Drill down to review performance trends at campaign level: What does performance look like in past 7 days, 14 days, 30 days?
- Review the Bid Change History: Do bids line up with your goals and average CPC for your category?
Reviewing this data will provide insights on how your set MACS are influencing performance, and help you determine what, if any, changes should be made.
Step 1: Identify your Campaign Goals
Launch: If your products are new and in the initial stages of the product lifecycle, you should measure campaign success by increased impressions and clicks. Your goal at this stage is to increase spend and capture more data in order to generate exposure.
Growth/Increase Sales: As your products start to improve conversion, you should measure success by incremental revenue growth and work on reducing wasted ad spend to improve your conversion rate.
Profitability: As your campaigns and product mature, you no longer need to spend as much to generate sales. Focus on driving incremental revenue at the most efficient spend. You can measure success by evaluating your ACoS.
Step 2: Review Performance Trends at Campaign Level
Review specific campaign metrics over customized time period. To drill down on your campaign performance trends and review the metrics pertaining to your goals, hover over the campaign name on the campaign performance page and click "View Details".
Full Page View:
- Use the date picker to customize the date range: Review past 7 days or 14 days to see how most recent changes are influencing performance.
- Use the drop down to customize the metrics using the graph view: If you're launching a product, compare trends in impressions to ad spend.
- Side by Side Data comparison: Review all advertising metrics over given time period to help identify glaring trends, you've recently seen a decline in sales, is that also accompanied by a drop in ad spend? What actions have you recently taken that may affect spend?
Step 3: Review the Bid Change History
Review the bid change history to see if your MACS are set correctly. Review the ‘bid change history’ at the campaign level to see what the old bid was, what the new bid is and the reason for the adjustment. This will provide you with context on how MACS interacts with the bidder.
Filter down by campaign to review the 200 most recent bid changes for that campaign. This will allow you to more easily see trends in bid changes.
What to look for?
The MACS you set communicates with the bidder 'your willingness to spend', thus dictating how much we will bid for you. If set too low, we may bid too low for your category or goals, same if set too high.
- Are the bids being placed in line with the average CPC for the category you're selling in? (Review Amazon's suggested bid if unsure)
- Are the bid change reasons indicating 'low click data' for most or all bids?
If your bids are below category standard and also in a low click data state, increase your MACS and consider implementing a temporary bid floor.
Pro tip: You can copy and paste the campaign name or type directly in the dropdown box to quickly find a campaign.
Guide to Analyzing Performance: Trends in ACoS vs TACoS
Evaluating Performance: External Factors Influencing Success
Adjusting your MACS: Not hitting your goals, increase MACS
Bid Change Reasons in Flywheel
Next: Evaluating Performance: Too Much Spend, No Spend, High ACoS