Search Query Performance report

Amazon Sponsored Products
1

I have pulled data of latest week from “Search Query Performance” report and also for same week from “Top Search Terms” report.

In “Top Search Terms” report i have added “Search Query Volume”, " Clicks: Total Count" and " Purchases: Total Count" from “Search Query Performance”.

Since we have click share and conversion share (in percentage) for Top Clicked Product #1, #2, #3, we can identify how much clicks and conversions these top 3 clicked products are receiving.

Now to my surprise for my selected search terms, the top 3 clicked products are getting very low sales with conversion rate of at max 1%.

For these same search terms in PPC i am getting conversion rate form 6%-17% . in units 7-20 per search term.

I was planning to bid high on these search term to go for TOS and get more traffic and more sales since my conversion rate and ACOS both are very good against these search terms.

But after looking at the stats of top 3 clicked products it evident that volume sales is not there at TOS.

Now the question i want to ask to others.

  1. How do you interpret this data?

  2. Am i interpreting wrong?

  3. What would you do to scale sales?

IMG_5387
IMG_53871084×413 140 KB

1 Like
2

Interpreting data and making decisions based on it can be a challenging task, but let’s try to analyze the situation. From your analysis of the “Top Search Terms” report and the “Search Query Performance” report, you have identified that the top three clicked products for your selected search terms are experiencing low sales with a maximum conversion rate of 1%. However, in your PPC campaigns targeting the same search terms, you are achieving higher conversion rates ranging from 6% to 17%.

Considering this disparity, it’s important to take a closer look at the data and consider a few factors:

Product Relevance: Are the top three clicked products closely related to the search terms? It’s possible that these products may be capturing initial interest but failing to meet the specific needs or expectations of the customers, resulting in lower sales.

Competition Analysis: Assess the competitive landscape for the selected search terms. Are there other products in the market that are better optimized and more appealing to customers? Understanding your competitors’ strategies and product offerings can help identify areas for improvement or differentiation.

Listing Optimization: Evaluate your product listings for the selected search terms. Are they optimized with relevant keywords, compelling product descriptions, and high-quality images? Ensuring that your listings effectively communicate the value and benefits of your products can help increase conversion rates.

Pricing and Offer: Consider whether your pricing strategy and product offers align with customer expectations. It’s possible that customers are clicking on your products but choosing competitors’ offerings due to factors such as price, shipping options, or product variations.

To scale sales, here are some potential actions to consider:

Improve Product Differentiation: Analyze the top clicked products and identify areas where you can differentiate your own products. Focus on offering unique features, bundling options, or specialized variations to make your products stand out from the competition.

Refine PPC Campaigns: Review and optimize your PPC campaigns targeting the selected search terms. Continuously monitor keyword performance, ad placement, and bid strategies to maximize visibility and improve conversion rates.

Enhance Listing Optimization: Take a closer look at your product listings and optimize them further based on keyword research and customer feedback. Experiment with different images, product descriptions, and bullet points to enhance conversion rates.

Customer Reviews and Social Proof: Encourage customers to leave reviews and testimonials for your products. Positive reviews can build trust and credibility, influencing potential customers to choose your products over competitors’.

Expand Marketing Channels: Consider exploring additional marketing channels such as social media advertising, influencer partnerships, or email marketing to reach a wider audience and drive more sales.

I hope this helps.

1 Like