Staying on top of your keyword game on Amazon is very important. By doing it consistently and making it a part of a long term strategy, you will boost your products and see their rank in the search results go up. If you have used Amazon advertising in the past, you know how insightful the reports it generates can be.
Today we are going to take a close look at a completely new tool – the Brand Analytics Search Terms report. Thanks to this guide, you will be able to leverage the search term option to bring your keyword game to a new level.
It will allow you to do some competitor analysis. You will be able to see the conversion rates on some of their products and discover the best search terms for any product that you choose. Today we are here because of a powerful tool that’s in the Brand Analytics Search Terms report – Search Frequency Rank.
In this guide, we will cover the following sections.
1. What is Brand Analytics?
2. What is SFR?
3. What insights it can offer?
4. How to use SFR to fuel your campaigns and maximize conversion on Amazon.
Brand Analytics: A Closer Look
All brand registered sellers on Amazon have access to the Brand Analytics tool on this platform. What about other sellers? Unfortunately, you have to own a brand to access Brand Analytics on Amazon. You can apply for a brand easily, as Amazon has streamlined the process on its Brand Registry page.
Don’t confuse this tool with Amazon’s sponsored product search term report. The sponsored product search term report also provides insight into search terms consumers explore, conversion rates, and impressions. However, this only applies to your current customer reach.
However, Brand Analytics has the power to go beyond your customer reach and offer you information for all search queries. That’s why it is perhaps the single most powerful Amazon tool a brand owner could use. With the data it returns, you will be able to draw actionable advertising and marketing insights and capture more sales.
What is it exactly that you can find out if you use Brand Analytics? Here is a condensed list of potential insights that Brand Analytics report offers:
● Learn how customers find your products
● Learn how customers find your competitors’ products
● Discover the most popular search terms
● Learn the search frequency rank for each search term
● Product click share and conversion share
Brand Analytics is this huge database that currently boasts over 1 million entries of search terms. Every search term is paired with the product title ranked 1 for that term and Amazon Standard Identification Number (ASIN) for that search.
Here is the overview of Search Terms for January of 2020. As you can see, you can immediately spot certain trends that reflect the current development in the world. For instance, the n95 mask became hugely popular due to the coronavirus outbreak, and the popularity of Kobe Bryant’s jersey spiked after the unfortunate death of the NBA superstar.
As for the Apple products, the search terms containing the “Apple” keyword are always at the top because the people are really crazy about this brand.
Before we dive into explaining what Search Frequency Rank is and how to properly use it to boost sales, let’s quickly make a stop at click share and conversion share. These two are very important metrics as well. Knowing how to interpret them will help you choose your keywords wisely and come up with strong campaigns.
1. Click share is a ratio of two numbers. Amazon divides the number of times consumers click on a specific product after making an inquiry on Amazon with the number of times customers click on any product after making the same inquiry.
2. Conversion share is very similar, as it is also a ratio. Amazon calculates it by dividing the number of times consumers actually bought a product after making a specific inquiry, with the number of times consumers bought any products listed on a result page after making the same inquiry.
What Is Search Frequency Rank?
Search frequency rank defines the specific search term's popularity in the form of ranking when compared to all other search terms during a given period.
It is in fact an important metric that you can find in the Brand Analytics report. Not all search terms have the same popularity – the consumers’ buying intentions shift, and it will affect a search term’s popularity. Search Frequency Rank also takes this into account. The final number reflects:
● The search term popularity
● The popularity of other search terms
The crucial thing to understand that popularity is calculated for a specific period of time. Which you can set up by clicking on the “Reporting Range” drop-down menu.
Thanks to Search Frequency, you can learn a lot about any search term that interests you. The platform also has a “Download” feature. You can use it to export the reports and download them onto your computer or cloud. You can choose between two file formats, a CSV (.csv) file or Excel Workbook file (.xlsx).
Beware that the product column in CSV and Excel files is very big, making the reading really hard. This is not something that you can’t overcome. Truncating text in Excel is not hard, but it will take you some time to type in the formulas and get your spreadsheet ready.
Data-Driven Keyword Research
Your data-driven keyword research starts with the spreadsheet you downloaded. There is a lot of data in front of you. Don’t worry – in a few steps, you’ll know what to look for and how to interpret the data. Whatever you do, always look at the highly ranked search terms.
The search terms at the top of the list can fuel your campaigns because they are what consumers consistently type in a search box when searching for products on Amazon. There is one more catch here. Using Amazon’s sponsored product search term report contains only the keywords your products ranked for during auto campaigns. This report can’t help you discover competitive keywords or new search terms opportunities. On the other hand, the Search Term Frequency report does. You will be able to learn a lot about search terms in general and also, which ones are successfully used by your competitors.
Looking at the report you can easily jump to conclusions. However, it is very important to learn a few tricks prior to making assumptions:
1. Percentage of Click Share is Primary Ranking Factor
The three top search terms are exclusively ranked by the percentage of click share. Conversion share doesn’t play any role in their ranking. Why is it important to know this? Because conversion share is an important metric to look at. Very often, the second and third search terms will have a considerably higher conversion share and will offer you better results if you target them instead of the first one.
2. Word Variants, Misspelled and Properly Spelled Words Are Not Treated the Same
The algorithm behind the Search Frequency Rank doesn’t treat word variants, misspelled, and properly spelled words the same. When you are looking for that goldmine-like keyword, make sure to test all variants and misspellings. While you are at it, you should also include synonyms in your research. You never know what you can discover, so cover the ground well.
3. The Function Doesn’t Take Keyword Search Volume Into Account
If you are at least somewhat familiar with SEO, you know that keyword search volume is one of the most important metrics out there. However, the Search Frequency Rank function doesn’t take it into account. You should always have this in your mind when deciding which keyword to pursue.
Some search terms can have only a handful of searches behind them, even though they are ranked 10. On the other hand, poorly ranked search terms can hoard millions of searchers. Unfortunately, there is no way to know the search volume behind the search terms listed here.
4. Use Competitors’ ASINs to Extend your Research
As we already mentioned, your search terms won’t appear if your products didn’t rank for them. However, you can use Search Frequency Rank to do some competitive analysis. Find out the ASINs of your competitors’ products and start typing one by one in the “Search Term” box. It will help you discover the search term the competitors’ products are ranked for. You can make things interesting with the super analytic and robust platform, such as DataHawk
Remember how Search Frequency Rank doesn’t take search volume into the account? You can use DataHawk to spice up your keyword game. Track any given keyword and discover interesting metrics, including the search volume.
Search Frequency Rank is easy to incorporate in your workflow. The procedure of experimenting with different types of searches should go like this:
- Test search terms and keywords misspellings
- Test keyword variations
- Test synonyms
- Test your ASIN
- Test your competitors’ ASINS
While testing, you should always look at the following metrics:
- Search frequency rank
- Click shares
- Conversion shares
To pick the right search terms to your campaign, you should always:
- Stick with search terms relevant to your product
- Choose highly ranked search terms
- Choose search terms with high conversion shares
If you do everything right, you will end up with several high performing keywords on the market that are the same time relevant to your product.
To ensure success, you will have to widen your search. Discovering high ranked search terms, identifying the top-performing ones, and cross-referencing them with those used by you and your competitors will help you identify the most important keywords.
Fuel Single Keyword Campaigns with Search Frequency Rank
Single keyword campaigns can deliver amazing results when backed up with detailed keyword research. They are very popular among sellers because sellers can take control of ad placement. Placing an add-in specific location can significantly boost its performance.
With a Search Frequency report in your hands and Datahawk at your disposal, you can easily identify the keywords to fuel your ad campaigns. When choosing a keyword for your product, always make sure that the keyword:
● Is relevant to your product
● Highlights the most beneficial and/or popular aspect of your product
● Is highly ranked in Search Frequency report
● Has high conversion shares
Ad placement optimization can be tricky because the keywords’ performance depends on the ad placement location. This is simply a fact that defines keyword optimization on Amazon. You will have to play a long game and consistently monitor the ad performance so that you can make adjustments on the go. There are a few tips that can help you learn where to place your single keyword ad campaigns. For instance, the highest traffic search term should always be used in Top of Search (ToS) ad campaigns. Yes, the Top of Search Only Campaign is the most competitive ad campaign on Amazon.
However, these campaigns generate a lot of clicks. Clicks translate into traffic. And, finally, a portion of traffic gets converted into your customers. It doesn’t end there. Once you get traffic going and manage to boost conversion rates, you will get more reviews and conversion shares. You will create a magic circle where each one of your assets works towards boosting your sales and getting you one step closer to being a proud owner of an Amazon Choice badge. Amazon usually awards it to the rank-one product.
But this is not always the case because conversion shares are also important. Quite often, the badge will go to a product with higher conversion shares, even though there is a product with a higher click share. Once you launch your single keyword campaign, track how it reflects on your sales. If you strike a bull’s eye, you should see the numbers going up within a couple of days. The Search Frequency Rank should be your go-to resource for this.
Type in your ASIN in the search box to see how it’s performing. Remember, the numbers don’t lie. You should see an increase in both click shares and conversion shares after doing a good job. Monitoring your campaigns is also vital if you want to run a cost-efficient operation. We advise you to practice consistent monitoring and custom-tailoring to achieve the best results in any given market.
Amazon Brand Analytics, along with Search Frequency Rank, provides powerful insights. Pulling the data from the Search Frequency Rank report will help you run a data-driven single keyword ad campaign, increase traffic, boost conversion rates, and achieve great product performance.
The Search Frequency Rank report is the best way to identify high-performing keywords. However, the tools provided by Amazon can’t replace the third-party Amazon analytics tools, such as Datahawk. If you can make full use of both, you will be able to conquer Amazon.
It would enable you to identify relevant high-performing keywords with high volume traffic, track your product performance on Amazon, compare your performance with other sellers, and truly cash in on your keyword research.
To learn more about how you can track and monitor Keywords and Products with DataHawk, check out our article about Tracking Product Keyword Ranking on Amazon with DataHawk & Running Product Research and Market Analysis on Amazon with DataHawk.