Automated search query performance analytics

1) If your brand click-through rate (CTR) is lower than market CTR, then it means that shoppers aren’t clicking on your listing in search results, and you should optimize your listing product images with an emphasis on the main image.

2) If your brand add-to-cart rate (ATC) is lower than the market ATC, then it’s a listing copy issue, and you should optimize your bullet points, A+ content, and reviews. Alternatively, you are higher priced than market then it can be reason, but there is nothing you can do about it. Only getting “overall pick” or “best seller” badge might fix this.

3) If your brand’s add-to-cart-to-purchases ratio (ATC to PUR %) is lower than the market average, then you should compare your pricing to the competitors and how you compare. Conversion rate is the metric that shows your brand’s Amazon sales funnel overall performance compared to the market. Additionally, this might result from other variables like competitive advantage, delivery speed, and product quality.

Listing optimization goes a long way to boosting your product discoverability and improving your Amazon market share. Comparing your search query analysis brand data vs. market data can help you identify areas of your listings that need optimization. For example:

The Search Query Performance Report provides market performance data and lets you compare your brand’s performance to the overall market performance. The best part is that the search query tool provides this data for each keyword. The screenshot below shows how brand vs market performance search query analysis data is presented on My Real Profit using SQPR data.

Brand Performance Vs. Market Performance Search Query analysis

You can compare your CTR, add-to-cart rate, and conversion rate against the market average using different keywords that show different customer purchase behaviors. As if that’s not enough, the brand performance vs. market performance data can help answer questions like:

• What is my CTR/Conversion rate for a specific keyword compared to the competitors?
• Does my CTR change for my top keywords after the main image change?
• Is my brand conversion rate low for that specific keyword, compared to my competitors?
• How do pricing or PPC changes impact my funnel performance?

If your Impression Brand Share is lower than your Purchase Brand Share, it means that despite having less visibility, you get more purchases for that keyword. This means your product is more likely to be purchased than your competitors.

It will be the opposite of high-opportunity keyword performance, as described above. If a search query has a higher impression share/click share but a lower purchase share, then that’s a bad-performing keyword.

Paid advertising is crucial to building an effective Amazon marketing funnel. Leverage Amazon Sponsored Products to target relevant keywords identified through an Amazon keywords search tool like SQPR. This increases product visibility, drives qualified traffic to your listings, and help you improve your organic rank.

Pricing and PPC spend are the two Amazon advertising funnel factors with the most significant impact on your market share. Simply put, if you decrease your price, your market share will increase, and if you increase your PPC spend, your market share will increase.

You can use the Search Query Performance Report to track the search volume changes, which can, in turn, help you with product forecasting. Planning your inventory around the Search Performance data means utilizing fundamental market data, free from the effects of internal company factors (like out-of-stock periods or deals).

You need market traffic data to reveal the seasonality, indicating when demand will increase and decrease. The market traffic data, in this case, is the Search Query Volume metric. We recommend using account-level data and selecting only relevant keywords for a product.

Here’s how you do it.

Let’s say you add up the monthly search volume for the top 20 keywords for your ASIN for last year and create a chart. You’ll define the seasonality of those keywords and, by extension, your product’s seasonality.

The next step is comparing each month’s search volume metrics to the previous month’s to get a percentage change in search volume month over month. These percentage changes will help you estimate your units sold.

For example:

February = +10% in search volume vs. January

March = -5% in search volume vs. February

Suppose you sold 1000 units in January. Based on the percentage search volume changes month over month, February units sold: 1000 units + 10% change in volume = 1100 units. And March units sold: 1100 units – 5% change in volume = 1045 units.

Now, you have an inventory plan using market traffic.

Once you factor in your brand’s growth percentage and market traffic change percentage (compare this year’s traffic to last year’s or estimate it), you’re good to go!

Impressions

This metric represents the number of product views appearing in search results for a specific query. Under impressions, the Search Query Performance Report offers more metrics like:

• Total Count: This is a metric of the number of ASINs shoppers view in search results for specific queries. The Total Count number tends to be higher than the Search Query Volume because shoppers view multiple ASINs per search query.
• Brand Count: The number of ASINs from your brand that shoppers viewed in the search results attributed to a specific search query.
• Brand Share: The percentage of impressions your brand gets in relation to the total impressions (Formula: Number of brands / Total impressions)

You can see ASIN metrics in the ASIN View report:

• ASIN Count: The total impressions per ASIN on the search results page for a specific query.
• ASIN Share: The ratio of ASIN to Total Count for a specific query presented as a percentage.

Clicks

This metric tracks the number of times customers click on products displayed in search results after entering a specific query. The Search Query Performance Report further breaks down clicks into these metrics:

• Click-through Rate: This metric shows the percentage of clicks relative to the total number of searches for the term within a given timeframe. For instance, if a search term has ten searches and customers click on any product thrice, the Click-through Rate would be 30%.
• Brand Count: This is the total amount of clicks your brand gets for the specific search query.
• Brand Share: This is the percentage share of the total amount of clicks your brand gets compared to the total clicks for the specific query.
• Total Count: Total number of clicks on the search results originating from the search query
• ASIN Count: Total number of clicks on the selected ASIN resulting from a specific search query.
• ASIN Share: This is the percentage share of clicks on the selected ASIN compared to the total clicks for that query.

Cart Adds

This measures the times a shopper added a product to cart after searching on Amazon using the specific query. This metric is further broken down on the Search Query Performance Report into:

• Cart Add Rate: This is a percentage of the times shoppers hit the Add to Cart button after viewing a product page.
• Total Count: This is the total number of add-to-carts from the query
• Brand Count: This is the number of add-to-carts for your brand from the specific query.
• Brand Share: This is the number of your brand’s add-to-cart in relation to the total add-to-cart count attributed to the query.
• Same Day Shipping Speed: This metric measures how often a product with the “Same Day Delivery” message appears in the search results attributed to a specific search query.

Purchases

This metric shows the number of orders placed by customers per search query. Note that this metric indicates the number of orders and not the number of units sold. The attribution window for this metric is 24 hours, so if a shopper places an order 24 hours after running the search, that purchase won’t be attributed to the search query.

The Purchase metric includes organic and sponsored product sales (top of search and rest of search). It also includes canceled orders. Sponsored Brands, Video, Sponsored Products Highly Rated, and Sponsored Display sales data aren’t included in the Purchases metric.

Just like the other metrics, the Purchases metric is divided into:

• Total Count: The total number of ASINs bought per search query.
• Brand Count: The number of ASINs that customers purchased from your brand.
• Brand Share: The share of the total purchases that your brand’s ASINs get (Number of brands Total purchases).
• Purchase Rate: The percentage of purchases relative to the total number of searches for the term within a given timeframe. For example, if a query has a search volume of 100 and 20 purchases, the Purchase Rate is 20%.
• Same Day Delivery Speed: This metric shows how often an ASIN with the “Same Day Delivery” message appears in the search results attributed to a specific search query.