Amazonia PPC - Amazon Brand Halo Sales - Simple Guide 2025
The video provides a detailed guide on measuring the brand Halo effect on Amazon through sponsor brand ads and DSP. It starts by explaining how to access the necessary reports in the campaign manager by navigating to the reporting section and selecting the attributed purchases report for sponsor brands. The brand Halo effect is identified when a product from the catalog is purchased without being directly advertised, indicating the influence of other campaigns. The video demonstrates how to use Excel or Google Sheets to create pivot tables to analyze sales data, distinguishing between promoted sales and brand Halo sales. It highlights the importance of understanding the brand Halo effect to gain additional visibility and insights into campaign performance. Additionally, the video covers how to measure the brand Halo effect in DSP by manually calculating the difference between total purchases and promoted purchases, emphasizing the need to schedule regular reports for ongoing analysis.
Key Points:
- Access the attributed purchases report in the campaign manager to measure brand Halo effect.
- Use pivot tables in Excel or Google Sheets to analyze sales data and distinguish between promoted and brand Halo sales.
- Regularly check the brand Halo effect to gain insights into campaign performance and visibility.
- In DSP, manually calculate brand Halo sales by subtracting promoted purchases from total purchases.
- Schedule regular reports to monitor brand Halo effect and optimize campaigns.
Details:
1. Introduction to Brand Halo 🌟
- Brand Halo refers to the positive influence a brand's marketing efforts have on customers' perception and purchasing behavior across different products within the brand.
- It can be measured effectively for sponsored brand ads and DSP (Demand Side Platform) advertisements on Amazon.
- Understanding and leveraging Brand Halo can enhance overall brand performance and customer loyalty.
2. Accessing Reports in Campaign Manager 📊
- To access sponsor brand reports, navigate to the reports section in Campaign Manager and select 'Attributed Purchases' for the report type.
- Ensure to select either 'summary' or 'daily' for your reporting period, name the report appropriately, and then run it.
- The report includes key metrics such as campaign name, attribution type, purchased ASIN, sales orders, units per order, and new-to-brand metrics.
- Understanding the 'Attributed Purchases' metric helps identify the effectiveness of campaigns in driving sales.
- The 'new-to-brand' metric is crucial for determining the acquisition of new customers through the campaign.
- Analyzing the number of units per order can provide insights into customer purchasing behavior and the success of upselling strategies.
3. Understanding Brand Halo Attribution 🔍
- The attribution type is crucial as it determines whether purchases are linked to brand halo or direct promotions, shaping marketing strategies effectively.
- Purchases attributed to brand halo occur when a catalog item is bought without direct advertisement, highlighting the influence of past campaigns and customer perception.
- The brand halo effect increases the likelihood of future purchases by impacting customer perception and is a key driver in buying decisions.
- For example, a company might notice a 25% increase in sales of products not directly advertised, indicating a strong brand halo effect.
4. Analyzing Data with Pivot Tables 📈
- Begin by setting up a pivot table in Excel or Google Sheets to efficiently organize and analyze campaign data.
- Drag campaign names and sales amounts into the pivot table to easily measure sales performance across extensive datasets.
- Utilize slicers to differentiate sales data by attribution types such as promoted sales versus brand halo effect for more granular insights.
- Leverage date range filters to focus on recent performance trends and assess the effectiveness of campaigns over specific periods.
- Employ sorting and filtering options in pivot tables for a clear comparison between different attribution types and to highlight key performance indicators.
- Explore pivot table features like calculated fields to perform custom calculations and grouping tools to organize data into meaningful categories.
5. Insights and Strategy from Brand Halo Sales 💡
- Brand Halo sales generated nearly €2,000, emphasizing the need to look beyond immediate sales in brand campaigns.
- Campaigns like the sponsor brand video in phrase match showed a notable halo effect, with €1,100 from Brand Halo versus €300 from promoted Asin sales, highlighting the potential for strategic optimization.
- The variation in campaign effectiveness, such as different video types, underscores the importance of analyzing specific campaign elements for better results.
- Implementing a regular monthly review process can help in assessing and optimizing both campaign performance and the halo effect.
- To enhance effectiveness, consider testing different video formats and campaign setups, closely monitoring their specific impacts on Brand Halo sales.
6. DSP Reporting for Brand Halo 🖥️
6.1. Navigating DSP Reporting
6.2. Calculating Brand Halo Sales
7. Calculating and Comparing Brand Halo in DSP 🧮
- Schedule reports to be delivered to your inbox weekly or monthly for convenience, ensuring timely access to data.
- Input totals for essential metrics such as total add to wishlist, total add to carts, total purchases, and total product sales to obtain a comprehensive view of performance.
- Calculate Brand Halo by subtracting specific metrics, which allows for the assessment of the impact of brand campaigns within DSP, providing actionable insights.
- Download detailed reports that include metrics such as detail page views, add to list, add to cart, purchases, and sales, along with their totals, to facilitate in-depth analysis.
8. Conclusion and Recommendations 🏁
- Promoted products resulted in only 21 'Add to Cart' actions, whereas the Brand Halo effect resulted in double the number of 'Add to Cart' actions, suggesting that Brand Halo significantly influences customer purchasing behavior.
- The Brand Halo effect is not a crucial metric but provides valuable insights into potential areas for increasing customer engagement and conversion rates.
- There is a noticeable opportunity to address the issue of cart abandonment, as indicated by the higher 'Add to Cart' numbers associated with the Brand Halo effect.
- It is recommended to analyze both the sponsored product and sponsor brand reports to gain a comprehensive understanding of the marketing performance and customer interactions.