The Search Query Performance AKA, the SQP; think of it as your shopper mind-reading device. This report unveils the magic keywords they crave, empowering you to sprinkle them like fairy dust across your listings. Poof! Your brand shines brighter than a diamond in a coal mine. If you are a brand-registered seller on Amazon, and you run PPC Ads on your listings, your headaches are almost gone now! The Amazon Search Query Performance (SQP) report and optimizing PPC campaigns are the best ways to boost your brand visibility and market revenue in 2024. In this guide, we’ll take you through a step-by-step journey, from analyzing year-over-year SQP data to identifying priority keywords and integrating them strategically into your product listings.
1. What is Amazon Search Query Performance (SQP)
Amazon Search Query Performance (SQP) refers to a report provided by Amazon that offers detailed insights into the performance of specific search queries on the platform. The Amazon SQP report typically includes metrics such as impressions, clicks, click-through rates (CTR), conversions, conversion rates, and other relevant data points for each search query.
By analyzing this data, sellers, and advertisers can gain a deeper understanding of customer behavior, keyword effectiveness, and overall performance of their products in Amazon search results.
With Amazon SQP data, sellers can identify high-performing keywords, discover new keyword opportunities, optimize product listings, refine advertising strategies, and ultimately improve their visibility and sales on the Amazon Marketplace. It’s a crucial tool for optimizing product listings, refining advertising strategies, and ultimately improving sales and visibility on the Amazon platform.
If you want to learn more about SQP, including how to download and analyze data, and its advantages, you can refer to our previous blog. Amazon Search Query Performance Dashboard: What is it & How to Use it with PPC data?
2. Year-Over-Year Amazon SQP Data Analysis
Let’s start by comparing your Amazon SQP data from 2022 to 2023. By analyzing impressions, clicks, and sales gains driven by keywords, we can pinpoint areas for improvement and growth.
i) Comparing Amazon SQP Data from 2022 to 2023
Analyze the trends in keyword performance over the past year, focusing on metrics such as impressions, clicks, and sales. Then you can identify keywords that have shown significant growth in terms of brand share and purchased rates between 2022 and 2023 and double down on optimizing keywords that have demonstrated substantial improvements in sales performance.
ii) Impressions, Clicks, and Sales Performance
Begin by examining the trends in impressions, clicks, and sales for your targeted keywords over the two-year period. You can identify keywords that have experienced significant increases or decreases in impressions, clicks, and sales. Look for patterns or seasonal fluctuations that may have influenced keyword performance.
iii) Brand Share and Purchased Rates
Compare the brand share and purchased rates of your keywords between 2022 and 2023. Then, you can evaluate whether there has been a noticeable improvement or decline in brand share and purchase rates. You identify factors that may have contributed to changes in brand share, such as listing optimizations, PPC campaigns, or market competition.
iv) Double Figure Sales and Keyword Performance
Highlight keywords that have achieved double-figure sales growth between 2022 and 2023. Assess the factors that have contributed to the success of these keywords, such as improved listing visibility, improved product relevance, or targeted marketing efforts. Explore opportunities for expanding keyword coverage based on the performance of high-growth keywords.
v) Insights into Keyword Performance
Dive deeper into Amazon SQP data to uncover insights into keyword performance metrics such as click-through rates (CTR), conversion rates, and average order value (AOV). Consider seasonal variations and market trends that may have influenced keyword performance between 2022 and 2023.
3. Identifying High-Priority Keywords on Amazon SQP
Conduct thorough keyword research using SQP reports to identify high-volume search terms, branded keywords, and keywords with significant brand share. By analyzing SQP reports, sellers can gain a deeper understanding of their target audience’s preferences, behaviors, and purchasing patterns.
Here are some Advanced Strategies for Identifying Priority Keywords in SQP data:
i) High-Volume Search Terms
Start by identifying keywords with high search volume. These are the terms that a significant portion of your target audience is actively searching for on Amazon. Look for search terms that consistently generate a high number of impressions, indicating strong visibility potential.
ii) Branded Keywords
Prioritize keywords that include your brand name or variations thereof. Branded keywords are valuable as they indicate existing brand awareness and intent to engage with your products specifically. Monitor the performance of branded keywords to gauge brand loyalty and customer engagement over time.
iii) Competitor Analysis
Analyze Amazon Search Query Performance data (SQP) to identify keywords that competitors are successfully ranking for. Look for opportunities to target similar keywords or differentiate with unique long-tail variations to capture additional market share.
iv) Seasonal and Trending Keywords
Keep an eye out for seasonal trends and emerging keywords that align with your product offerings. Capitalize on seasonal spikes in demand by targeting relevant keywords and optimizing product listings accordingly.
4. Utilizing Amazon SQP Keywords in Products Listing
Once you’ve identified priority keywords through Amazon Search Query Performance (SQP) analysis, integrate them strategically into your Amazon product listings. Implementing these keywords, focusing on high search volume, in titles, bullet points, product descriptions, and A+ content. Properly set up listings to maximize effectiveness.
i) Compelling Product Title
Update your Amazon product listings with the identified keywords from your Amazon SQP research. You must add these keywords strategically into your title, and ensure proper setup of your listings to maximize the impact of keyword integration.
ii) Optimize Bullet Points
Utilize bullet points to highlight key features, benefits, and value propositions of your product, and must be added where you’ve identified keywords from your Amazon SQP research. Keep each bullet point succinct and easy to scan, focusing on the most compelling aspects that differentiate your product from competitors.
iii) Compelling Product Description
Update your Amazon product descriptions with the identified keywords from your SQP data research. You must add these keywords strategically into product descriptions, bullet points, and headers.
iv) Enhanced Brand Content (EBC) or A+ Content
If eligible, improve Enhanced Brand Content (EBC) or A+ Content to create visually appealing and informative product descriptions. You can add these types of keywords to add EBC page.
Optimization of PPC Campaigns with SQP Data
Once you’ve completed keyword research and listing optimizations, it’s time to focus on optimizing your Amazon PPC campaigns. You can focus on exact match targeting for priority keywords to drive targeted traffic. Experiment A/B testing, with different bidding strategies, allocate your budget effectively, monitor impressions share, and analyze conversion rates.
i) Target Specific Keywords for Ranking
First, identify high-priority keywords that are relevant to your product and have significant search volume. Then you can focus on targeting these keywords in your PPC campaigns to increase visibility and improve organic keyword ranking over time.
ii) Utilizing Exact Match Targeting
Make use of exact match targeting to ensure that your ads are displayed exclusively for the exact keywords you specify. By targeting exact match keywords, you can achieve higher ad relevance, and CTR (Click-Through Rate), and ultimately, improve keyword ranking.
iii) Experiment A/B Testing
Experiment with different ad creatives, copy variations, and bidding strategies through A/B testing. Test multiple ad formats, including Sponsored Products, Sponsored Brands, and Sponsored Display ads, to determine which yields the best results. Analyze performance metrics such as CTR, conversion rate, and ROAS (Return on Ad Spend) to identify winning strategies and refine your campaigns accordingly.
iv) Monitoring Impressions Share and Conversions
Monitor your ad’s impressions share to gauge the percentage of total impressions your ads receive for targeted keywords. Aim to increase impressions share by refining targeting, adjusting bids, and optimizing ad relevance to capture a larger share of potential traffic.
Reviewing Our Results
We achieved significant growth in keyword performance using this strategy. December 2023 compared to December 2022 showcases a significant increase in “laser marking spray” keywords brand share, impressions, clicks, brand cart additions, and brand purchase rate.
These improvements signify a significant advancement in our keyword strategy. Encouraging others to follow a similar approach to boost sales.
By following these strategies and using data-driven insights, sellers can boost their Amazon keyword market share, drive traffic, and increase sales in the competitive landscape of 2024.
Insights:
Amazon Search Query Performance (SQP) and optimizing Amazon PPC campaigns are essential strategies for sellers aiming to dominate their keyword market share in 2024. Throughout this guide, we’ve explored the step-by-step process of using SQP data to identify priority keywords, optimize product listings, and refine advertising strategies for maximum impact.
If any questions or uncertainties arise, don’t hesitate to seek guidance from the ecomclips team. We are dedicated to working together with you to boost both your product and account conversion rates. Please do not forget to mail us at our email address info@ecomclips.com Happy Amazon advertising!
