Are you an Amazon seller? If so, you’re well aware of the importance of optimizing your Amazon product listings and advertising campaigns. But what if I told you there’s a tool that can take your Amazon strategy to the next level? Introducing the Search Query Performance Report.
So, what does this report do? It provides valuable insights to enhance your visibility and drive more sales. It’s a game-changer because it allows you to optimize your product listings and advertising campaigns, ultimately leading to increased success on Amazon.
What is Amazon’s Search Query Performance Report (SQPR)?
Amazon’s Search Query Performance Report is a tool that provides data on the search terms that customers are using to find your products on Amazon.
The Search Query Performance Report provides information such as the search terms customers used, the number of impressions (how many times the product appeared in search results), the number of clicks, the click-through rate, and the conversion rate. This information can be used by sellers to optimize their product listings and advertising campaigns on Amazon.
By analyzing this report, sellers can identify which search terms are driving the most traffic to their products and adjust their keywords and ad targeting accordingly. This can help sellers improve their visibility on Amazon and increase their sales.
Why is it a Game-Changer?
- The report provides never-seen-before search volume data, straight from the source (not scraping).
- It offers detailed information on the top 1000 search queries that led customers to your products, including the number of impressions, clicks, cart-adds, and purchases for each query.
- The report gives you the top 10 competitors for each search term, along with their median prices.
- You can also see the impact of other factors on sales, such as shipping days and competitor prices.
What Can You Find In Amazon’s Search Query Performance Report?
Alright, my fellow Amazon sellers, let’s take a deeper dive into the incredible features of Amazon’s Search Query Performance Report. It’s like having a secret weapon in your arsenal!
1: Identify Missed Keyword Opportunities:
First things first, ever wondered about those missed keyword opportunities? Well, this report has got your back! It helps you identify the search terms that your potential customers are searching for by providing you with the top 1,000 performing queries from highest to lowest in the first column named, Search Query Score. The next column labeled “Search Query Volume” indicates the frequency of a particular search query being entered into the search bar during a specific time frame. These valuable insights can help you adjust your product listings and advertising campaigns to get the visibility you deserve.
2: Find Out your Impressions
The next column is titled Impressions and as many of you might have guessed it, This column helps you determine how often your products are showing up in search results compared to your competitors. This nifty info allows you to spot areas where you can improve visibility and, you guessed it, drive more sales.
This column has 3 sub-columns:
In the “Total count” metric, you can observe the number of ASINs (Amazon Standard Identification Number) that customers have viewed in the search results.
Typically, when customers conduct a search, they encounter multiple ASINs for a single search term, resulting in a higher count compared to the “Search Query Volume” metric.
The “Brand count” metric represents the number of ASINs from your brand that customers have viewed in the search results. Out of a total of 303,933 impressions, 10,408 products from your brand were displayed.
Lastly, the “Brand share” metric indicates the proportion of impressions that can be attributed to your brand. This can be calculated using the formula: Number of Brands divided by the Total Count of Impressions.
3: Figure Out Your Clicks
This Column has 5 sub-columns:
Firstly, In the “Total count” metric, you will find the number of ASINs that customers have clicked on in the search results.
Secondly, The “Click rate” metric represents the number of clicks compared to the number of search queries. It is calculated using the formula: Total Clicks divided by Search Query Volume. A lower Click Through Rate (CTR) suggests that the product is less relevant to the search query.
Thirdly, The “Brand count” metric indicates the number of ASINs from your brand that customers have clicked on in the search results. In the given example, 123 products from your brand were clicked in June 2023.
Fourthly, The “Brand share” metric reveals the proportion of clicks that can be attributed to your brand. It is calculated using the formula: Number of Brands divided by Total Count of Clicks. Furthermore, Approximately one in ten clicks are on a product from your brand.
Lastly, The “Same delivery speed” metric indicates how often an ASIN with the message “Same-Day Delivery” appears on the search results page.
4: Determine your Bucket Adds
Now, let’s get nerdy with data for a moment. The report can help you measure the effectiveness of your advertising campaigns by tracking the performance funnel. Do you want to know your cart adds? This report’s got you covered. Armed with this information, you can make smarter decisions to supercharge your campaigns.
This Column also has the same 5 sub-columns as the last one, however here is what they mean:
Firstly, In the “Total count” metric, you can observe the number of ASINs that customers have added to their baskets.
Secondly, The “Basket add rate” metric represents the proportion of search results that were actually added to the basket. Furthermore, It is calculated using the formula: Total Count divided by Search Query Volume.
Thirdly, The “Brand count” metric indicates the number of ASINs from your own brand that customers have added to their shopping carts.
Fourthly, The “Brand share” metric reveals the proportion of products added to the basket that can be attributed to ASINs from your brand. It is calculated based on the formula: Number of Brands divided by Total Count.
Lastly, the “Same day delivery speed” metric indicates how often an ASIN with the message “Same-Day Delivery” appears on the search results page.
5: Compare Purchases
In the “Total count” metric, you can observe the number of ASINs that were purchased by customers.
The “Purchase rate” metric represents the proportion of purchased search results. It is calculated using the formula: Total Count of Purchases divided by Search Query Volume.
The “Brand count” metric indicates the number of ASINs from your brand that customers have purchased.
The “Brand share” metric reveals the proportion of purchases that can be attributed to ASINs from your brand. Furthermore, It is calculated based on the formula: Number of Brands divided by Total Count of Purchases.
Finally, the “Same day delivery speed” metric indicates how often an ASIN with the message “Same-Day Delivery” appears on the search results page.
5 Best Use Cases of Amazon’s SQPR
1: Product ideas
Identify trends and patterns. By analyzing the search terms that people use to find products on Amazon, you can identify trends and patterns that can help you generate new product ideas. Here are a few ways you can do so:
- Look for gaps in the market. Are there areas where few or no products are available? These could be potential opportunities for new products.
- Identify popular products. What are the in-demand products in a particular category? These could be products that you could improve upon or add new features to.
- Track emerging trends. Are there changes in customer behavior that you can capitalize on? For example, are people starting to search for more sustainable products?
2: Discovering New Search Terms
- Identify relevant search terms. Look for search terms that are related to your product that you’re not currently targeting.
- Prioritize search terms by order volume. The more orders a search term has, the higher the priority it should have.
- Create new ad groups and campaigns. Use the new search terms to create new ad groups and campaigns in your Amazon advertising account.
- Optimize your ad copy and landing pages. Be sure to optimize your ad copy and landing pages for these new keywords to maximize your chances of success.
- Monitor your performance. After creating campaigns that target these new keywords, make sure to monitor your performance (click-through rates, conversion rates, and ACoS) to determine whether the new keywords are driving positive results.
3: SEO Optimization
- Identify search terms with low impression share. Sort your Search Query Performance data by Impression Share (last period) and look for search terms that have a low impression share. These are the search terms that do not appear on page one of the search results.
- Add these search terms to your product listing. The title, bullet points, and backend keywords are all important for SEO. Make sure to add the search terms with low impression share to these areas of your listing.
- Prioritize the most important search terms. Not all search terms are created equal. Prioritize the most important search terms and make sure to give them the most attention in your listing.
- Monitor your results. After making changes to your listing, monitor your results to see if you are ranking better for the search terms with low impression share.
4: Discovering Opportunities To Increase market share
- Identify search terms with low click share and sales share. Sort your Search Query Performance data by Click Share (last period) and Sales Share (last period) and look for search terms that have a low click share and sales share. These are the search terms that you are not getting many clicks or sales for.
- Take action to improve those metrics. There are a number of things you can do to improve your click share and sales share for these search terms, such as:
- Running Amazon Sponsored Products ads: Ads are a great way to get your product in front of more customers searching for the products you sell.
- Running a top-of-search campaign: A top-of-search campaign will help your product appear at the top of the search results for the search terms you target.
- Using headline ads and video ads: Headline ads and video ads can help you increase your impression share and reach a larger audience.
- Monitor your results. After improving your click and sales share, monitor your results to see if you are progressing.
5: Measuring The Impact of A/B testing, Deals, and Listing Optimization
- Identify the impact of changes. The Amazon Search Query Performance report can help you identify the impact of changes you make to your product listing, such as price changes, listing optimization, and A/B testing.
- Monitor click share, impression share, and purchase share. These metrics can help you understand how your changes are affecting your product’s performance compared to competitors.
- Understand how the metrics are trending. By tracking the trends of these metrics, you can identify changes happening in the market that you should investigate.
- Investigate changes. If you see that your market share is decreasing, investigate why. Consider whether you or a competitor has made product, pricing, or advertising changes.
In conclusion, Amazon’s Search Query Performance Report is a powerful tool that can provide valuable insights into the search terms that customers are using to find your products on Amazon.
The report can be used to identify missed keyword opportunities, benchmark your prices against your competitors, measure the effectiveness of your advertising campaigns, and adjust your pricing strategy based on pricing trends over time.
As an Amazon seller, brand owner, agency owner, or VA, leveraging the insights provided by this report can help you improve your visibility on Amazon, drive more sales, and stay ahead of the competition. So, make sure to use this report to its fullest potential and make data-driven decisions to improve your Amazon business.
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