Ever feel like your Amazon PPC campaigns are leaving money on the table? That nagging sense that budgets are too tight, and you’re missing out on clicks or sales? Well, there’s a tucked-away gem in your Amazon Ads console called the Budgets tab that most sellers overlook. It’s not flashy, but it packs a punch with performance metrics that can spotlight lost opportunities – and help you fix them fast.
This page is basically a manager for your campaigns’ budget health, showing how often they run dry and what that costs you. Spend just 15 minutes poking around, tweak a few budgets, and you could lift your sales without breaking a sweat. The screenshot below shows that 90k sales were lost in the last 90 days.
The Key Metrics on the Budgets Tab
Here’s what you’ll see, broken down simply:
- Average Time in Budget: The percentage of time your campaign stayed within its daily budget. (Aim for 100% – anything less means you’re missing action.)
- Estimated Missed Sales: Amazon’s projection of sales you lost because the budget ran out. Based on historical data and missed clicks – a wake-up call for high-performers.
- Estimated Missed Impressions: How many extra views your ads could have got if the budget hadn’t dried up. Calculated from past click-through rates.
- Estimated Missed Clicks: The clicks that slipped away due to budget exhaustion. Pulled from similar campaigns’ data.
- Recommended Budget: Amazon’s suggestion for a daily spend to keep things running smoothly, minimising misses on impressions, clicks, and sales.
These aren’t guesses – they’re Amazon’s own estimates to help you optimise.
Why Bother Visiting This Page?
It’s dead useful for three big reasons:
- Spot the Damage from Budget Burns: If a campaign keeps hitting zero mid-day, dive in to see the real impact over the last week or month. How many sales did that cost you? Eye-opening stuff.
- Unlock Your Campaign’s True Potential: Wonder what would happen if budgets never ran out? The tab shows the “what if” scenario and hands you recommended budgets to make it a reality. No more guessing – just smarter scaling.
- Hunt Down Star Performers: Got campaigns that shine when funded but fizzle out early? Flag them here, download a full report, and review data beyond the standard 90 days. These are your low-hanging fruit for budget boosts.
Don’t let hidden constraints hold you back – give it a go today.
