Advertising SOP: How To Use Bulk Comparison Tool or Jan's Tool

Pre-requisites:

• Jan's Tool Excel file

• Basic understanding of Amazon advertising metrics (ACoS, CPC, etc.)

Step by step procedure:

1. Enable Macros:

• Open the Jan's Tool Excel file.

• Enable macros by going to File > Options > Trust Center > Trust Center Settings > Macro Settings, then select "Enable all macros" or "Disable all macros except digitally signed macros."

2. Go to Comparison Dashboard and then click on “View Comparison Sheet” to open a new tab for comparison.

Clearing the Tab:

• Click on "Clear" to clear the content of the tab if needed.

• After clicking on the view comparison sheet you can see all the SP, SB, and SD comparison tabs

3. Download Bulk File from Seller Central

• Download the bulk file for the two different date range (example May's first 15 days as recent and May's last 15 days as past data)

4. Copy/Paste Data

Paste all the past and recent SP, SB, and SD files in the comparison tabs for comparing the data.

Filling out Tabs:

• Fill out the tabs with the data you want to compare (e.g., past and recent sales data).

• Copy and paste the data into the appropriate sections in the tool.

• Delete unnecessary columns (e.g., columns X and Y) for Sponsored Product Campaign tab before pasting the data.

5. Begin Comparison

• Click on the button to begin comparing the data for a past and recent data

6. Data Analysis

• After clicking the begin comparison button now we can get the data for comparison in the recent tabs of SP, SB and SD

Understanding Comparison Function:

• Compare Two Date Ranges: Gain insights by comparing campaign performance between two separate periods. You can choose from options like week-to-week, day-to-day, or month-to-month (excluding year-to-year comparisons).

• Side-by-Side KPI Analysis: The tool presents a comprehensive comparison of various key performance indicators (KPIs) like impressions, clicks, click-through rate (CTR), spend, orders, and Advertising Cost of Sales (ACoS). This allows you to pinpoint areas that require attention.

• Identify Sales Dips: By comparing past and recent sales data, you can easily identify targets (products or keywords) experiencing a decline in sales. This helps you prioritize optimization efforts.

• Advanced Analysis: Take your analysis a step further by:

• Adding a new column to calculate the difference in orders between periods. Sorting by this difference reveals keywords with the biggest sales drops.

• Uploading the bulk file to directly adjust bids on specific targets based on your analysis.

Analyzing Comparison Data:

• After the comparison is completed, go to the comparison tab to view the side-by-side comparison of key performance indicators (KPIs) such as sales, ACoS, etc.

• Analyze the data to identify trends or issues affecting performance.

Making Adjustments:

• Based on the analysis, consider making adjustments to your campaigns (e.g., increasing bids on underperforming targets).

Using Other Tools:

• Consider combining the comparison tool with other tools like SQP (Search Query Performance) for a more comprehensive analysis.

Seeking Help:

• If you have any questions or need assistance, post them in the appropriate channel for support.

Reviewing Available Tools:

• Regularly review the tools available for Amazon advertising optimization, including bulk optimization, negation, and campaign creation tools, to maximize efficiency and effectiveness in managing campaigns.

Remember:

• Before adjusting bids based on sales dips, investigate the underlying reasons. Check factors like product suspensions, out-of-stock situations, or campaign changes.

• Utilize other available tools like the Bulk Negation Tool and Campaign Creation Tool to further streamline your Amazon Ads management.