Jungle Scout Ads Analytics Review & Tutorial With Ed From Jungle Scout

Jungle Scout Ads Analytics Review - Amazon PPC Sponsored Advertising Tool

This post will give you a review of Jungle Scout's Ad Analytics tool.

It's a tool by Jungle Scout that helps you run your PPC on Amazon, it eases the process A LOT.

My guest is Ed from Jungle Scout.

The information in this article is largely based on our video, so I’d recommend you watch it below.

Anyhow, I appreciate you stopping by my Amazon seller's FBA blog.

Since 2016, I have been an active Amazon seller.

On my YouTube and Udemy channels, I also provide tips, tricks, and trade secrets.

I aim to support experienced and novice Amazon FBA sellers in increasing their businesses steadily while saving & making more money.

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Jungle Scout Ad Analytics Review

An advertising analytics tool is a separate tool that has been expanded from the PPC section.

And that is where if you're running pay-per-click campaigns on Amazon, you can know how those perform down through the keyword level.

So again, it starts with an overview of your whole company, showing you how much sales or revenue you've generated from your ads on Amazon, what the costs of those sales were, and how many people have seen the advertisements. 

But you could add other widgets if you wanted to, like your click-through rate or conversion rate, the number of clicks, and all of that stuff. 

By the way, if you are an enterprise-level seller or brand, please refer to my article about Jungle Scout Downstream.

This solution by Jungle Scout helps you run your ads if you are a bigger brand.

Then below that, a waterfall chart makes it easy to understand your net profit because it shows you your organic sales revenue and all of your ad sales revenue separately.

And then, if you've got any other miscellaneous revenue like Amazon FBA reimbursements, it will be listed here.

Then it starts subtracting all of your costs.

So what did you spend on advertising?

What was the cost of the goods that you sold?

What were the fees you paid Amazon for storage, shipping, and all of that?

Were there any other miscellaneous things like disposal fees to Amazon or storage fees or whatnot? 

There will be a bar present if it is green, that's good. It means that we're profitable. This is what's left over after all of those costs. If it's red, we're not profitable and need changes. 

I like this waterfall chart because it's easy to understand where all of the revenue is coming from and where all the costs are going. And then, what does that add up to when you do the math?

This little chart will show you the breakdown between your organic and ad sales. And generally speaking, when you make more ad sales, your organic sales will trail behind that way. 

There are different strategies that people employ depending on what their goals are. When you launch a product, you might want to floor that gas pedal and dump some extra money into the PPC to get to the top of the sales results. 

Or maybe you're changing your keywords and selling for a while, but you want to get more market share. So you put a little bit more budget into your PPC campaigns, and then the chart will allow you to observe whether or not doing that led to more organic sales over time. 

Again, just like the other analytics tool I showed you, we can get this breakdown based on an individual ASIN level. So I found washable pee pads, and this time the waterfall chart was relevant to the individual listing.

We can see our total sales revenue below and the ad cost for a given day. 

We could also see a breakdown between our advertising cost of sales and our total advertising cost. 

Again, this is a bit advanced, especially if you're just starting.

But for those who have done campaigns, sometimes it's okay for a cost to be slightly higher than usual.

If you have a limited time frame and spend more on ads, you usually want it to be as low as possible.

You want the TACoS ratio to be as low as possible.

It means that the blue and orange lines will be as far apart as possible. You can improve your PPC based on that because Amazon gives you an interface, but it's pretty limited. 

The two dots are almost touching, meaning we spent as much in advertising as we generated revenue from those ads. The further apart they are, you're generating a lot more revenue than you're spending, and that's what you want to do on Amazon. 

TACoS also considers how much revenue is generated from your organic sales on top of those advertising sales.

This tool makes it a lot easier than using Amazon's Reports to understand whether your campaigns are performing well. 

And I wanted to show last under the Advertising Performance tab that on Amazon, you set up a campaign. 

Within that campaign, you have groups of ads. Now, there are many different kinds of ads on Amazon, but the one that most people will start with is individual product ads. And those are the ones we were looking at on the search page, like the ones that show up first that say Sponsored. This is called a sponsored product ad. So when you're looking at this tool, it will show you.

But from the campaign view, this gives me a lot of helpful info. Like, how many clicks has this campaign generated on my ads? How much have I spent in total on the campaign? How many dollars in sales has it led to? You can see stuff like your ACoS and your return on ad spend. 

So if this number is one, you're breaking even because you're spending as much on ads as you're generating. 

If it's lower than one, then your ads are not profitable. And if it's above one, that means that they are profitable. So these are doing much better because they're closer to three. And then the cost per click as well.

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If you click on Ad Groups, that adds another column showing me the ad group within the campaign.

And if you click Product Ads, it adds another column showing you the specific product you're advertising. 

All of the other data remains constant. It's just a further breakdown. And at the bottom, we could see the performance of the specific keywords we had chosen as a seller to include in these campaigns versus the actual terms that the people on Amazon were using when they found our product. 

So remember, there's an exact match and a broad match. Sometimes people on Amazon will search for a phrase that's a little different than the one you chose, but if it's relatively close, Amazon is smart. 

This way, we can see what people are searching for, and then we can adjust our campaigns if we see that a given keyword phrase is doing better than the one we've chosen.

But again, this will show me the match type we set up for the campaign and what we're bidding for this particular keyword phrase.

Learn how to use ALL the tools of Jungle Scout right here, it's a big blog post.

Enjoy!

Yours,

Vova 😊

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