Search Query Performance Report Tutorial скачать в хорошем качестве

Search Query Performance Report Tutorial

SQP Key Metrics Explained and how to use the data for your PPC If you are familiar with the metrics already, you can jump immediately to Minute 20:00 where I start analyzing the data 00:00 Intro 02:45 Search Query Score 03:50 Search Query Volume 05:00 Impression-Based Metrics 08:00 Click-Based Metrics 13:50 Add to Cart-Based Metrics 15:55 Purchase-Based Metrics 16:40 Metrics to eliminate 20:00 Hands-On Analysis & Best Practices 29:30 Outro Introduction to SQP: Overview of the Search Query Performance (SQP) report in Amazon Brand Analytics. Purpose: Analyze data to track brand and competitor positioning over time. Report Basics: -Data provided at the brand level (weekly, monthly, quarterly). -Granular ASIN-level data available. -Limited to the last 65 weeks of data; recommended to download regularly for year-over-year analysis. -Key Metrics Explained: Search Query Score: Indicates relevance of search terms to your brand or ASIN. Search Query Volume: Total searches for a specific term; exclude low-volume queries for actionable insights. Impressions: Total instances your product appears in search results; includes organic and sponsored placements. Clicks: Total clicks, brand click count, and click share metrics. Conversion Metrics: Add-to-cart rates. Purchase rates (total and brand-specific). How to Use Metrics: Funnel analysis: Track performance from impressions to purchases. Positive funnel: Increasing shares at each step indicates strong relevance. Negative funnel: Declining shares signal losing relevance; adjust strategy. Branded vs. generic terms: Ensure high purchase share for branded terms; defend aggressively if below 90%. Optimization Tips: Focus on high-volume, high-purchase-rate terms for impactful changes. Exclude low-impact metrics (e.g., shipping speeds) for streamlined analysis. Leverage price discrepancies for competitive positioning insights. Identify opportunities for PPC investment on winning terms. Contextual Analysis: Add week-over-week and year-over-year comparisons for trend insights. Understand purchase rates to distinguish between generic and specific terms. Advanced Insights: Highlight branded terms using regex for branded vs. generic segmentation. Prioritize actionable keywords based on funnel performance and market share. Key Takeaway: Use SQP data to refine brand strategy, optimize ad spend, and strengthen market positioning. #amazon #amazonadvertising #amazonads #ppc #advertising #amazonppc #amazonppctips #ecommerce #ecommercebusiness #ecommerceentrepreneur #amazonadvertising #amazonmarketing #amazonmarketplace ======== All Links: https://open.spotify.com/show/52WcuRs... https://podcasts.apple.com/de/podcast... https://alexanderswade.com/amazon-ads...   / amazon-ads-raw     / amazonadsraw