Split testing is available in the pro account and helps you comparing two campaigns. The result shows you which campaign created more profit.

For this, to work, you need at least two campaign which you can compare in terms of the same amount of impressions. Of course, you will never have exactly the same one – that’s just not possible the way Amazon runs your ads. However, they should not be more than 25% apart. The program will give you a notice if that’s the case.

  1. Choose a time frame
  2. Select two campaigns from the list
  3. Click the ‘Show’ button

If there are campaign data available for the selected time frame you will get a result that contains two tables and three charts. The first table shows you the raw data of the two campaigns you compare.

The second table shows you adjusted results, which are based on the campaign with the higher amount of impressions. The campaign with fewer impressions shows adjusted clicks and profit data based on the assumption it would have the same amount of impressions. In math, you call this interpolation data.

Why is this important?

Because you can’t really compare two campaigns that haven’t gotten the same amount of impressions. So, the second table gives you a better comparable overview of which campaign made you more profit.

You can easily see which campaign is the winner, has a higher profit and you also see the improvement in percentage. Below these two tables, you will see three charts, which show you clicks, sales and spend over the selected time period.

What Can You Compare?

  • Different ad copy
  • Different sets of keywords
  • Different ad categories
  • Different bids
  • Product Display ad against Sponsored Product ad

A few notes:
You will get a warning if you compare two campaigns that are more than 25% apart in impressions. The program also gives you are warning if the amount of clicks is below 100. The outcome of comparing campaigns with fewer than 100 clicks is questionable.

In the statistic menu, you see table data for your Last Imported Campaign as well as for All Campaigns. In some of the columns, you will see sometimes a dash or hyphen instead of a number.

The CPC column shows a dash if there are no clicks because there is no cost if there are no clicks! The same is true for the CTR or Click Through Ratio. No clicks here means that the program can’t calculate it and shows a dash.

A third metrics is the ACoS, which can’t show you anything if there are no sales. We could show are zero here, but decided that a dash separates it better from a number.

Finding and using the right keywords for your ad campaign is essential. If your keywords do not relate to your book you are wasting your ad money, and your ACoS will be too high to earn money from your book sales.

I recommend about 50-100 keywords per campaign. From my own experience, you are better off with several small campaigns than one large one. You will receive a warning in the Keyword Optimizer when you use more than 100 keywords.

I have tested more than 10 different services to gather good keywords. What are good keywords? These are keywords that have lead to sales, which brings us to the main difference between the Google and the amazon search engine.

People use Google mostly to find information, however, they use amazon to buy products. That’s why using the Google Keyword suggestion tool is not very effective.

So far the best keyword tool is MerchantsWords. Basically, it’s a huge database of amazon keywords that are related to product sales. It’s as simple as entering a phrase and you will get all related keywords.

Their service costs $30 if you go only for the US market, which is the biggest. I was able to negotiate a great deal with MerchantsWords, and with this discount code, (not an affiliate link) you only pay $9 per month!

I highly recommend that you sign up for only a month and use that time to research your keywords and build several ad campaigns. Here is a list of suggestions:

  1. Find related author names
  2. Find related titles
  3. Find keywords that describe your genre

After you put these phrases into MerchantWords use the suggested lists and build your keyword list. Make sure you are using the Filter at the top and select Books from the categories. Use the estimated monthly search volume to filter out phrases below 1000 searches per month.

When you use broad keywords in your search you may end up with a very large list of keywords. You can then drill even deeper into the results by selecting one of the broad keywords and receive a new, more detailed and long tail keyword list. See the example below.

Your Kindle Direct Publishing Dashboard shows you daily sales numbers from your Kindle and Paperback books. These numbers do not relate to the Book Ad Report numbers on a daily basis. However, over a month period or more, they will match again.

The sales numbers from your amazon marketingservice campaign table are up to 14 days delayed. The official statement amazon gives is: “Campaign metrics may take up to 14 days to appear and do not include Kindle Unlimited or Kindle Owner Lending Library royalties generated by the ad.”

In my experience, the delay is only a few days.

On your dashboard, you will always see the actual data for the current month. The dashboard contains box and chart elements. There are up to 10 box elements and up to 10 chart elements to choose from.

The 10 Box Elements

Gross Profit
The number of sales minus the amount of ad spend.

The number of sales for all running campaigns.

Ad Spend
The amount of advertising you spend so far this month.

The average Cost per Click – the price you pay for a click on your ad.

The number of clicks you have received for all campaigns so far.

The number of impressions – each time your ad is shown counts as one impression.

The number of Detail page Views which is relevant if you run Product Display Ads.

Avg ACoS
The average Advertising Cost per Sales. Your total campaign spend divided by the total number of clicks the campaign generated.

The average Click Through Rate for all your campaigns.

Avg Sales/day
The average amount of sales per day. Calculated by the number of sales divided by the current number of days so far in this month.

For consistency of data, we strongly recommend uploading your amazon advertising campaign data every day. If you miss a day or two the program will skip these days and show your next data entry. This new data entry is the accumulation from all previous days until your last upload date.

For example, if your last campaign entry shows 100 clicks and you usually get 20 clicks per day but have missed the last two days, then your next uploaded campaign data will show you probably around 150 clicks.

Some tables allow the export of data. You will see an icon next to the column selection on top of the table on the right side. Export allows you to save data in CSV, TXT or SQL format. CSV format is a comma delimited file format, which you can use to import data into Excel or any other spreadsheet application. TXT is plain text format, which allows you to see data in any word processing application like Microsoft Word or Apple Pages.

You have the choice to either export data from the current table view, the complete set, or even only the selected rows from the table. To make a selection please use the ‘Export’ drop-down menu on top of the table to your left. The default option is ‘Export Basic’ which selects the rows from the current view. ‘Export All’ selects the complete set of rows and ‘Export Selected’ only the ones that you have checked at the beginning of each row.

If you have a small screen and the statistics view is cut off or does not show the entire table you can collapse the menu to the left to make more room. See the images below how to do that.

Click again and the menu expands to its previous position.

The most probable cause for this could be the cancellation of one or more of your ads. Depending on the ACoS of these cancelled campaigns your average ACoS is either increasing, decreasing or stays the same.

For example if these cancelled campaign have a high ACoS than your new average ACoS will decrease. If you cancelled campaign with low ACoS, which you probably won’t do, than your new average ACoS may be higher.

It’s a good idea if you cancel campaigns where you have lost money over a long period of time. Never cancel a campaign where you break even as the impressions will help other campaign make more sales.

Only cancel campaign where you loose money over a longer period and where you have done everything to make it profitable or at least to break even. For example you have adjusted the bids and paused certain keywords.

On your dashboard, you can choose to display two circle charts. These charts indicate where you are during the current months regarding your sales and spend target.

Let’s say it is the 20th of the current months and you see in ‘Sales Target’ 62.1%. This means that you have reached $1,117.80 in sales so far. The same with ‘Ad Spending Target’, which shows you what you have spent so far during the current month. In our example, you see ‘69.3%’, which means that you have spent $346.5 so far this month.

You can set these targets under the ‘settings’ menu on the first tab.