Seasonal PPC performance expectations
Hi fellow sellers,
I wanted to seek clarity over the difference in PPC performance, and overall sales due to seasonal changes. December was, as it was for many sellers, a strong month for my business on Amazon, I sell perfume. My PPC campaigns for December had an average CPC of £0.55 and a CTR of 0.10%. So far in January my CPC has increased to £0.78 and CTR decreased to 0.08%.
Are my numbers in-line with your own performance? For the experienced sellers, of which I'm not, is this expected to happen during the start of a new year? If my results are abnormal, what levers do you recommend pulling to rectify this? (I consistently monitor which keywords are performing well and adjust my bid price accordingly and I monitor if my top of search impression share drops, the latter of which has not been effected which means competition isn't the issue here)
Thanks all, looking forward to engaging with you :)
1 reply
Seller_zKEt2RiaID5EU
Hello oakley,
Using CPC and CTR is a different metric on which I base my PPC.
It's hard to answer this question because most people target ACOS or ROAS, which, in my case, involves bulk updates once every 14 days and checking over every day.
I can say that around 70% of bid updates these past 22 days have been decreasing bids, which would fall in line with your metrics if you are enabling them to run without a reduced CPC.
We often find January to be the worst season for ads due to the post-Christmas and stock clearance.
Elliot
