# ???? Benchmarker 2.0: The Ultimate Tool for Optimizing Ad Spend
Are you tired of spending a fortune on ad spend and pricey tools that don't deliver the results you need? Look no further than Benchmarker 2.0 by Perpetua. This free tool is designed to help you optimize your ad spend and improve your advertising performance. In this article, we'll take a deep dive into Benchmarker 2.0 and show you how to use it to get the most out of your advertising campaigns.
## ???? Table of Contents
- Introduction
- Month Over Month Changes
- Benchmarks
- Performance Funnel
- Impact Drivers
- Product Analysis
- Account Structure
- Ad Formats
- Sponsored Products Performance
- Take Action
- FAQ
## Introduction
Benchmarker 2.0 is a powerful tool that provides a summary of your advertising performance. With Benchmarker 2.0, you can easily see how your ads are performing in this month relative to the prior month. You can also compare your performance to your competitors and get valuable insights into how to improve your advertising campaigns.
## Month Over Month Changes
The first selection you can make with Benchmarker 2.0 is between month over month changes and benchmarks. It is best to start with month over month changes to see how your ads are performing in this month relative to the prior month. At the top, you will see your best performing metric and the worst. The click-through rate overall is 0.21, and we can see the month over month change of zero percent or a cost up 17.85 from the prior month.
## Benchmarks
If you want to know how you're performing relative to all your other competitors, Benchmarker 2.0 has included the benchmarks tab. Clicking this tab, you now have a scale. The dots represent where you sit on the benchmarking scale. Anything in the red means that you sit within the lowest 40 percent of your competitors. Anything in the yellow means you are within the middle 20 percent, and anything in the green means you are in the upper 40 percent of your competitors. If you're in the red, this is low performance, yellow is medium performance, and green is good performance.
## Performance Funnel
If we turn month over month changes on once again and shift our focus to the performance funnel, this is going to break down in much more detail how your Amazon ads are performing. Firstly, the overall number of impressions, an impression is any time a customer has seen your ad, does not mean they've clicked on it, but it was visible to a customer, so this is usually a very big number. We can also see the month over month change here, but this is where the benchmark becomes very valuable because now we can also look at click-through rate.
## Impact Drivers
This gives you a really quick snapshot of the products impacting your most critical key performance indicators or KPIs. Those KPIs include things like your ad spend, but you can also select from this drop-down. For example, let's use ad spend as an example. Once again, this compares your performance from last month to this month. You can see a note of how much your ad spend actually changed from the last month, but you can then look at specific products impacting this KPI most.
## Product Analysis
This section works very similarly to the very top section where we're looking at the accounts overall. However, here we're looking at individual products. First, looking at our month over month changes, and you can look at that performance across all of these top line KPIs. For example, the baby basket, we can look at the a cost, and it is up almost 49 from last month. Now we want a lower a cost generally, but we can look into why that a cost increase has occurred by looking at conversion rates.
## Account Structure
This shows you the number of keywords, ASINs, campaigns within your account. Below that, we find ad formats, and this shows you your distribution between sponsored products, the lighter purple, and sponsored brands, the darker purple. You can also compare that with the category benchmark.
## Ad Formats
You can look at your sponsored products' performance, for example, a cost, the category benchmark 25 percent. The dots represent where we sit relative to that. So our a cost is relatively good. Conversion rate, here we're performing very well, 8.8 percent, where the category benchmarks just 5.8. Cost per click, here we're performing poorly, category benchmark 82 cents, but we are paying a dollar and 10 cents on average for a click of our ads, and click-through rate, our worst performing area right at the bottom of the lower 40 of our competitors.
## Take Action
Lastly, they have a take action section where you can chat with someone from Perpetua, or you can actually begin automating your keywords and bids with their platform.
## FAQ
Q: Is Benchmarker 2.0 free to use?
A: Yes, Benchmarker 2.0 is completely free to use.
Q: Can I compare my performance to my competitors?
A: Yes, Benchmarker 2.0 allows you to compare your performance to your competitors.
Q: Can I optimize my ad spend with Benchmarker 2.0?
A: Yes, Benchmarker 2.0 is designed to help you optimize your ad spend and improve your advertising performance.
Q: What KPIs can I track with Benchmarker 2.0?
A: Benchmarker 2.0 allows you to track a variety of KPIs, including ad spend, click-through rate, conversion rate, and more.
Q: Can I automate my keywords and bids with Benchmarker 2.0?
A: Yes, Benchmarker 2.0 allows you to automate your keywords and bids with their platform.
Resources:
- [Perpetua](https://www.perpetua.io/)
