Perpetua Benchmarker Review: FREE PPC Analysis Tool (Formerly Sellics)
Are you an Amazon seller looking for ways to improve your PPC performance?
If so, you absolutely have to try the free Perpetua Benchmarker report.
This free analysis tool provides valuable insights into how Amazon sellers can optimize their PPC campaigns and maximize profits.
It’s one of the best tools on the market right now and in this article, we’ll discuss its features and share how we’ve used it to analyze our own brands’ performance.
Fair Warning: This report is so powerful I’m amazed it’s free. There’s every chance they start charging for access at some stage, so if you like the look of it, grab your report ASAP whilst it’s still free.
Ok, let’s dive in!
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What is the Perpetua Benchmarker?
The Benchmarker is a free PPC analysis tool from Perpetua, a leading Amazon PPC and analytics platform. It’s designed to help sellers identify areas for improvement in their Amazon PPC campaigns.
It uses advanced data science techniques to analyze advertising data and provide actionable insights into how you can increase sales and maximize profits.
The report is designed to be easy to understand, even for those who are new to Amazon PPC optimization.
It’s also extremely powerful and provides valuable insights into the performance of your campaigns in direct relation to your closest competitors – ie. benchmarking you against the numbers that really matter.
In 2022, Perpetua acquired the original creators of the Benchmarker, Sellics. Since then the combined teams of Perpetua & Sellics have continued to improve the Benchmarker making it one of their flagship tools.
How do I get my Benchmarker report?
To get your free Benchmarker beta report, all you need to do is follow the on-page link to create your account.
Then you’ll be prompted to connect your Amazon Advertising account so that the tool can analyze your numbers.
If you need more help with this process, check out the video below.
What does the Perpetua Benchmarker report include?
The Perpetua Benchmarker report includes a detailed analysis of your Amazon PPC campaigns.
It provides information about your campaign performance, including how many impressions, clicks, and conversions you’re getting as well as in-depth analytical features.
The Perpetua Benchmarker includes seven core components:
- The Performance Funnel
- Impact Driver Analysis
- The Performance Matrix
- Product Analysis
- Account Structure Analysis
- Ad Format Analysis
- Take Action!
Let’s break each component down one by one to see why this is a must-have tool in your war chest.
1. The Performance Funnel
Once the report has processed your data and worked its magic, you’ll open it up to this first section.
This summary view gives you the option to easily toggle the performance comparisons between two options:
- Month-over-month changes – showing you how your advertising is performing versus the previous period.
- Benchmarks – comparing your performance to the direct competitors in your product category – more on why this is just so powerful in the Product Analysis section!
This snapshot view shows your overall advertising performance for the previous month, broken down by the ten most important Amazon PPC metrics:
- Impressions – The number of times your ads have loaded in search results.
- Clicks – The number of times your ad has been clicked on.
- Click-Through Rate (CTR) – The percentage rate at which customers click your ad after seeing it. Calculated by dividing clicks by impressions and multiplying by 100.
- Orders – The number of orders placed by customers after clicking on your ad.
- Conversion Rate (CVR) – The percentage rate at which clicks convert into orders. Calculated by dividing orders by clicks and multiplying by 100.
- Cost Per Click (CPC) – The average amount paid for each click in your ad campaigns.
- Average Order Value (AOV) – The average total order value placed by customers after clicking on your ads.
- Ad Spend – The total amount spent on ads.
- Ad Sales – The total amount of revenue generated directly from those ads.
- Advertising Cost Of Sale (ACOS) – The percentage of revenue spent on ads in order to generate that revenue. Calculated by dividing advertising sales by spend and multiplying by 100.
What’s so great about this tool is it breaks down so clearly how you are performing for each metric, and how they interact to produce your overall ACOS.
And the reality is, master these ten metrics together and your Amazon advertising campaigns will be very successful.
Of course, that’s easier said than done and will take some time, but the insights you’re given inside Performance Funnel are highly actionable.
This means you can take the report each month and quickly understand exactly what levers you need to pull in order to optimize your Amazon PPC campaigns.
For instance, if your impressions are high but clicks are low, you’ll find you have a low click-through rate.
You can spend all the time and money in the world on optimizing your listing, but if you’re not getting enough clicks to the listing, the investment will have a far smaller impact than desired.
So if that’s the case, you immediately know that you need to improve your click-through rate.
Conversely, if you are getting plenty of clicks to your listing but your conversion rate is coming in low then you’re essentially trying to fill a leaky bucket.
You need to first improve your conversion rate as this will give you more of a return on your advertising investment.
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2. Impact Driver Analysis
Next, in the Impact Driver Analysis section, you can dig into the impact contribution of each ASIN you are advertising.
This will quickly show you your high-performing and low-performing ASINs highlighting where optimization is needed.
It shows the data in three views: waterfall, table, and treemap.
For most people, the table view will be the easiest to interpret.
3. The Performance Matrix
Next in the Benchmarker is the Performance Matrix.
This is a newer feature that shows how your top products (by advertising spend) performed in the last month.
It breaks down advertising spend and sales variation so you can quickly spot month-over-month changes.
4. Product Analysis
The Product Analysis section is one of the most actionable sections of the Perpetua Benchmarker report.
In this section, each product is listed with its performance metrics for:
- ACOS
- Conversion rate
- Click-through rate
- Cost-per-click
- Ad spend
- Ad sales
- Orders
You can sort the table by any of these metrics to quickly get a view of your best and worst performers.
However, the most powerful thing about this whole report in my opinion is the benchmarking data.
Perpetua has analyzed over $5 billion (yes, billion with a B) in ad spend across every category on the Amazon platform.
What this means is that the tool can ‘benchmark’ your performance against your closest competitors within the same category as you.
The reason this is so powerful is that baseline metrics can vary so much from category to category.
For example, what may be a good conversion rate in, say, the beauty category may be below par in a less competitive category.
So you can be lulled into a false sense of security, only for your metrics to be tracking much lower than your competition.
The converse is also therefore true in that you may feel like your metrics are low, generally speaking. But when you compare them to your overall category they may actually be pretty solid.
It’s this kind of insight that quickly shows you where you can optimize for the greatest return on investment.
5. Account Structure Analysis
The Account Structure section breaks down some of the best practices for overall account management.
This benchmarks you against your competition in three areas:
- How many ad groups you have per campaign
- How many ASINs per ad group
- How many keywords per ad group
For each of these metrics, the lower the number the better.
Too many ad groups, ASINs, and keywords in one ad group or campaign can cause things to get messy and for you to lose control.
You can use this data to perform an account audit and see where you can clean things up.
Perhaps you can bring some more focus by splitting ASINs out into their own ad groups (or better yet, campaigns) or setting a maximum amount of keywords per campaign.
6. Ad Format Analysis
The final analysis section breaks down your overall Amazon PPC spend across ad formats:
- Sponsored Products
- Sponsored Brands
- Sponsored Display (this one is coming soon)
Again, this will benchmark your overall spend ratios against your competition and show you if there are any opportunities to grow spend in more untapped areas.
For example, if your competition is benchmarked at allocating 5% of their spend to Sponsored Brands and you are at 1% this suggests you need to pick up the slack on this format.
Whereas if your category benchmark is 99% of budget being spent on Sponsored Products, this gives you a huge opportunity to invest in untapped ad formats like Sponsored Brands and Sponsored Display.
If that’s the case, it’s time to run some video ads on top of search headline ads!
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7. Take Action!
The report finishes with the opportunity to chat to one of the Perpetua team about how they can help optimize your campaigns.
These are free, no obligation conversations that you can make use of to see what are the best next steps for your Amazon advertising strategy.
Using the Perpetua Benchmarker tool to optimize amazon PPC campaigns
All-in-all, the Perpetua Benchmarker tool is one of the best Amazon PPC tools on the market.
Not only does it give you valuable, data-driven insights that help you improve your PPC campaigns, but it also goes the extra step of comparing you to your direct competitors with Amazon advertising benchmarks.
You can use the particularly powerful Performance Funnel and Product Analysis sections to quickly see how your advertising can be optimized for greater profits.
And the great news is that, once you sign up for free, Perpetua will keep sending you your Benchmarker report every single month!
It’s plugged into your Amazon advertising so has all the data it needs to constantly update and help you improve your overall performance.
They’ve also done a great job of gamifying the tool – each month you’ll get a certificate and performance badge showing how you’re performing – pretty cool.
All that for completely free? It’s the deal of the century for Amazon sellers!
Get signed up and start optimizing your campaigns today!
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