Overview
The Price Benchmarks page enables you to compare your products’ pricing against historical benchmark prices. In this view, product pricing is analyzed through averages and visualized over time with timeline graphs, rather than simply displaying the most recent listed price. This approach helps you understand long-term pricing trends, the percentage difference between your listed prices and historical benchmarks, and how these differences correlate with performance metrics like conversion rates and impression share.
What It Shows
Pricing Overview
Listed Price (Current):
The current listed price is defined as the price from the latest date. However, for trend analysis, average prices over time are used rather than just the most recent snapshot.Historical Benchmark Price:
Displays the historical benchmark price, along with its currency. A flag indicates if a valid benchmark exists for the product.Price Difference Percentage:
This metric calculates the percentage difference between your average listed price and the benchmark price. It provides insight into whether your product is priced above or below market expectations.
Performance Metrics
Key Performance Figures:
Performance data - such as ad spend, impressions, clicks, conversions, and conversion value - are shown alongside pricing data to help assess how price competitiveness affects consumer behavior.Impression Share Metrics:
Additional metrics like overall impression share, absolute top impression share, and click share help contextualize the impact of pricing on market visibility.
Aggregated Insights
By Product Type and Brand:
The page aggregates the price difference percentage by product type and brand. This aggregated view helps you identify:Optimization Areas:
Determine which product categories or brands consistently show larger price deviations. These insights can highlight where pricing adjustments might yield significant improvements.Performance Correlations:
Understand how variations in pricing within different segments relate to conversion rates and impression share, enabling targeted strategy adjustments.
Trend Visualization
Timeline Graphs:
Instead of relying solely on the latest date’s listed price, this page uses timeline graphs to display average prices over time. These graphs help you observe trends, seasonal shifts, or longer-term changes in pricing strategy.
How to Use This Page
Compare Pricing Metrics:
Review the average listed price alongside the historical benchmark price.
Use the price difference percentage to quickly assess if products are priced competitively relative to market benchmarks.
Correlations:
Check the correlation between the percentage of price difference and key performance metrics, such as impression share and conversion rate.
Analyze Aggregated Data:
Use the aggregated insights by product type and brand to identify segments where pricing adjustments may be needed.
Focus on groups with significant price deviations and correlate these with performance indicators.
Visualize Trends:
Use the timeline graphs to monitor pricing trends over time. This visualization helps identify seasonal patterns or shifts in market positioning.
Optimize Pricing Strategies:
Leverage the insights to adjust your pricing strategy, targeting specific product types or brands that show the most potential for optimization.
Tips & Considerations
Currency Consistency:
Ensure prices are compared in the same currency to maintain accuracy.Holistic Analysis:
Combine the average pricing data with performance metrics for a more comprehensive view of how pricing affects your product’s market success.Regular Monitoring:
Continuously review the timeline graphs and aggregated insights to stay updated on pricing trends and make timely adjustments.Targeted Optimization:
Use the aggregated view by product type and brand to focus on areas where price differences significantly impact conversion rates and impression share.
Why It Matters
Competitive Edge:
By understanding how your average pricing compares to historical benchmarks, you can adjust your strategy to stay competitive.Data-Driven Decisions:
The integration of timeline trends, average pricing, and performance metrics enables you to make informed pricing decisions.Revenue Optimization:
Identifying and addressing price misalignments helps optimize marketing spend and boost overall profitability.Focused Improvement:
Aggregated insights by product type and brand highlight specific segments for targeted pricing adjustments, maximizing the impact on performance.