Amazon’s new-to-brand metrics determine whether an ad-attributed sale was made by an existing customer or a new one, and knowing how to navigate this will make a difference in how you optimize your PPC plan to either reach new customers or build greater loyalty with existing clients.
This week, Daniel Tejada of Straight Up Growth, joins Michael to tease out everything within Brand Metrics as well as actionable steps for what to do within each section. Some of the sections are straightforward, but some are more unique. You’ll want to optimize accordingly.
See what we mean in The PPC Den!
Highlights

0:00 Intro– Get to know Daniel Tejada
05:14 Looking at Brand Metrics
08:17 What problems does Brand Metrics solve?
11:14 What you’ll see within Brand Metrics Overview
15:00 About Total Brand Shoppers
16: 12 About Engaged Shopper Rate
17:42 Customer Conversion Rate
18:47 % Sales New-to-Brand
19:00 Click into a category
20:30 Walkthrough of Key Metrics
22:40 Walkthrough of Awareness & how to boost it
30:05 Walkthrough of Consideration
33:56 Walkthrough of Purchased – BOFU metrics
38:25 What to do first in Brand Metrics
45:25 Chatting Amazon PPC is fun

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Resources & Links

Where to find Daniel Tejada
Where to find Brand Metrics on Amazon
May 2019’s Episode on Making Sense of New-to-Brand Metrics
An Introduction to Targeting Options on the Amazon DSP
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All our episodes and show notes
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Host and Executive Producer: Michael Erickson Facchin
Guest Co-Host: Daniel Tejada
Senior Producer: Nancy Lili Gonzalez
Video and Audio Editor: Pedro Moreno
Graphic Designer: Emma Walker

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