How to Extract Potential Keywords for Amazon PPC Exact Campaigns from SQP Report

Ever wondered what Amazon shoppers are really searching for and what their purchase journey looks like? Imagine having direct access to the exact search terms they use, a clear picture of your brand’s performance compared to the overall market, and insights of the consumer purchase journey, from the products they first see, then click on, add to cart, and finally purchase. This entire goldmine of data is showcased through the Amazon Search Query Performance Report.

The Amazon Search Query Performance Report gives you that power and helps you uncover valuable customer insights that can completely transform your selling strategy. The fact is that most sellers did not even know how to effectively utilize this data goldmine and If you are not tapping into this wealth of insights, you are actually leaving sales and profits on the table.

In this guide, we will break down what is the Amazon Search Query Performance report, how to access and analyze it, and how to utilize its valuable insights to achieve engaging results. You will learn how to use it to boost your rankings and optimize your listings to stay on top of the competition. If you are an Amazon expert or just getting started, mastering this report will help you make smarter decisions and apply unique strategies that can drive engaging results.

Let’s dive in!

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Table of Contents

1. What is Amazon Search Query Performance?
2. How to Access the Search Query Performance Report
3. Understanding the Key Metrics in the Search Query Performance Report
4. How to Use Amazon SQP Data Strategically
   
   
   
   • Scenario 1: Impression Share vs. Click Share
   • Scenario 2: Add-to-Cart Stage Drop-offs
   • Scenario 3: Low Impression Share with Good Purchase Share
     
     
5. How to Get Benefit by Using Amazon Search Query Performance Data
6. Combining the Search Query Performance Report with Other Amazon Analytics Reports or Tools
7. Final Thoughts

What is Amazon Search Query Performance?

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Amazon Search Query Performance refers to a set of key performance indicators (KPIs) that help in analyzing how customers interact with search queries on Amazon. The Amazon Search Query Performance report gives you an in-depth view of the top 1,000 search queries related to your brands for all of your brands within a specific time period.

The time period can be weekly, monthly, or quarterly. You have to select the time period and the brand scale on your own. You also have the option to customize the columns by clicking on the "Customize Column" option at the top right corner.

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The tool provides metrics such as total query performance, impressions, clicks, add-to-cart actions, purchases, and the brand’s share on each of the metrics for that search query. The Search Query Performance Dashboard provides insights at both the brand level and the ASIN level. When looking into the stats at the ASIN level, you need to enter that ASIN for which you want to view the data goldmine. All the columns and metrics are the same as the brand-level data, but you can also view the top 10 performing ASINs' impression share and click share percentage for any specific search query by simply clicking on the search query.

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You can see columns for Query Metrics and ASIN Metrics at the top. Query Metrics give you details on the overall performance of the search query and ASIN Metrics provide the number of impressions and clicks, along with their percentage share for your selected ASIN.

One important thing to keep in mind is that Search Query Performance data includes only metrics generated through search results and does not include sales or any actions that happen on the product page. It also does not include data from listings that have badges like "Top Rated," "Highly Rated," or "New Arrival” and also remember that the data shown by SQP Reports in the data of organic listings not the sponsored one.

How to Access the Search Query Performance Report

To access the Amazon Search Query Performance Report, log in to your Amazon Seller Central account and navigate to the “Brands” tab. Then, select “Brand Analytics”

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Where you will find the Search Query Performance Report Tab.

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Once inside, you can filter the data based on date ranges and other relevant criteria. The report can be downloaded for further analysis, allowing sellers to track trends over time and make beneficial adjustments to their strategies.

Understanding the Key Metrics in the Search Query Performance Report

The Search Query Score represents the relevancy of the search query.

The Search Query Volume represents the total search volume of the search query.

The Impressions Funnel represents the total number of impressions on the search query and number of impressions of your brand on that search query and the impression share percentage of your brand. Each time your product is displayed in search, an impression is recorded. This metric helps you understand your brand’s visibility in the biggest marketplace of the world.

The important metrics from the Clicks funnel are Total Clicks on that Search Query, Click Rate, Brand Clicks Count, Brand Click Share, and the Price Median. A higher number of brand clicks or share percentage indicates that your listing is engaging and highly relevant to customer searches. 

The Brand Share in Total Clicks and Impressions provides an overview of how well your brand performs relative to competitors for a given search query. This data helps you analyze your brand’s market share and competitive standing in terms of visibility and customer engagement.

You can analyze Add to Cart measures in the Add to Cart Funnel, the number of times shoppers add your product to their cart after finding it through a search. The important metrics are Total Count, Add Cart Rate, Brand Count, and Brand Share. This metric is also very useful because it highlights and shows customer interest in your product, even if they don’t immediately make a purchase.

The Purchase Rate reflects the percentage of customers who purchased your product after adding it to their cart. High purchase rates indicate strong customer intent and effective product positioning. The Brand Share of Purchases metric further breaks this down by showing what portion of total purchases for a particular search query comes from your brand.

How to Use the Data Points Strategically

Scenario 1: Impression Share vs Click Share Scenario

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The main KPIs for such scenarios is the poor CTR rate, the factors that majorly contribute to increasing the click-through rate of your listings are images, titles, and pricing.

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So, if on a particular keyword you are getting a good share in impression but you are experiencing a lower click share, and the keyword is also highly relevant and specific to your niche, then you might need to do little changes in the above-mentioned attributes and keep track of the performance before and after the changes. You can apply this strategy for all those keywords which you are sure are highly relevant and your listing deserves to get a higher click-through rate on that particular keyword.

But if the keyword is too broad and not closely relevant, then little tweaks to improve the click-through rate might affect negatively on other good-performing keywords, so decide after proper understanding and market research.

Scenario 2: Add-to-Cart Drop-Off Scenario

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In this scenario where you found potential keywords on which you are getting good impression share and an engaging click share but the add-to-cart share rate is not engaging and you are noticing that the funnel of Impression > Click > Add to Cart > Purchase starts affecting on the add-to-cart stage while your impression share and click share percentages are very good enough, then all you need is to increase your add-to-cart share.

If your listing fails to grab customer attention after they click your product, then it might be due to the poor and inconsistent listing copy which diverts the customer’s attention and makes them explore another listing. You need to adjust or optimize your bullet points, check if your secondary images are engaging and perfect enough to hold your customer’s attention, and check if the message of your listing is consistent or not. Analyze your top competitor listings and find the gaps in your listing that can make it more engaging.

But again, if the keyword is highly relevant and you are sure that your listing deserves more add-to-cart share, then make updates and keep track of performance.

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Scenario 2: Low Impression Share with Good Purchase Share Scenario

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This is the third scenario where you have a good purchase ASIN share but you notice that your listing is not getting enough impression share. This means that your listing is not targeting enough search terms.

Keep in mind that the Amazon Search Query Performance Report only gives the data of organic listings, not the sponsored ones.

So, the recommendation is to download the Search Query Performance Report once every month and analyze all such search terms which lie under the above 3 scenarios and also such highly performing search terms that have a good impression, click, add-to-cart, and purchase share.

Once you find all the potential search terms, then make sure to check if you are targeting all those keywords in your PPC campaigns. If there are some keywords that you are not targeting in exact match while they are performing well as per the SQP Report, then start targeting all potential keywords in your PPC campaigns. Always target one keyword per campaign with exact match targeting type if you are aiming to rank on a particular keyword. Give an open budget and a nearly suggested bid with some TOS percentage, then track the performance of the campaign and also the effect on the organic rank of the keyword.

Don’t just analyze numbers, also turn them into profitable campaigns. Let us help you transform SQP insights into winning Amazon PPC strategies. Get in touch now.

How to Get Benefit by Using Amazon Search Query Performance Data

Analyze the brand share percentages at each stage of the funnel to identify performance gaps and areas that require optimization. Determine where your brand is underperforming or where efforts need to be redirected due to low engagement. Understanding the complete customer journey can help pinpoint the exact stage where potential buyers are diverting away from your listing.

If your brand’s impression share is strong compared to the total impressions or competitor’s impression share, but your brand click share is significantly lower than the market click share and the keyword is also highly relevant to your listing then this indicates that your listing may require optimization in some factors like the main image, title, or pricing may not be compelling enough to attract clicks.

Similarly, if your click share is good but your add-to-cart or purchase share is poor in comparison to the market purchase share then this means that customers are losing interest after clicking on your product. This could mean that your listing copy or offer strategy needs immediate adjustments.

If your brand's conversion share is strong and its market share is impressive for certain keywords, but you are not running Amazon PPC campaigns for those keywords, you should immediately launch exact-match PPC campaigns and continuously monitor the overall performance of your product for that specific search query to maximize results.

To optimize your product listings consider high-impression and high-click and highly relevant keywords from the Search Query Performance Dashboard. Add these keywords into your product titles, bullet points, and backend keywords. 

Analyze keywords with high clicks but low conversions can help identify weak points in your ad copy. Running A/B tests can improve your listing performance. Monitoring brand market share for specific keywords allows sellers to determine whether to initiate separate keyword-targeting campaigns for better ROI.

Another important aspect of leveraging this data is monitoring competitor performance. The dashboard helps in identifying which competitor is ranked for your target keywords and enables you to analyze their pricing strategies, listing optimization, and advertising strategies. Tracking historical data can also help predict seasonal trends which helps you to plan inventory and promotions in a more organized pattern.

Combining the Search Query Performance Report with Other Amazon Analytics Reports or Tools

The Search Query Performance Report provides valuable keyword and traffic insights, combining the data of the SQP Report with the Amazon Search Term Report, Advertising Report, Business Report, Market Basket, or Repeat Purchase Report can provide even deeper analysis.

For example, by cross-referencing data, sellers can estimate the conversion rates for specific keywords, analyze the advertising gaps for potential keywords, identify overspending efforts on poorly performing keywords, and refine their strategies accordingly.

Final Thoughts

The Amazon Search Query Performance Dashboard is a valuable resource for sellers looking to improve their product visibility and overall sales performance. By understanding and applying its key metrics of impressions, clicks, conversions, and revenue share, sellers can optimize their listings, ads, and pricing strategies to stay ahead of the competition.

Want to maximize your visibility and sales using SQP data? Our Amazon growth specialists are here to help, schedule your free consultation today.