The importance of improving your Amazon ranking on search terms is evident. As an Amazon seller, this can be the difference between making a profit and being destroyed by competitors. To address further competitiveness, Amazon has provided us with a tool to assist our quest for visibility: Search Term Impression Reports.
What Are Search Term Reports?
Search term reports, a form of Amazon seller reporting, tell us four essential things:
- It gathers the most popular search terms during a period (middle of the day, 9 p.m., Wednesday).
- How often the search term appears among the most popular.
- The top items that the majority of customers click when searching these terms.
- It lists prior members among the top three who have recently dropped from the slot.
If there are no changes from prior weeks on Amazon ranking, individual sections of this report may be unpopulated. This situation is also likely if there are no items clicked after putting in the search term. The chances of no change between periods are relatively unlikely.
These reports come to you in the form of large data sets in an Excel table. The tables are easy to sort if you have experience using Excel. The data inside can be incredibly effective at increasing the potential of Amazon sponsored ads.
What Value Does The Search Term Impression Report Bring?
The value of this tool allows us to understand the effectiveness of Amazon Sponsored Ads through PPC campaigns. If you have sponsored products or sponsored brands, you will see the significance of targeting a particular keyword.
If you find that your advertising campaign is ineffective, you may need to target different keywords. You may also find greater effectiveness from tweaking other aspects of your advertising campaigns.
The other half of this value comes from an understanding of Amazon organic search, which is an improvement of your Amazon ranking. The more people use your products in response to a specific search term, the higher your products may rank for that term. Eventually, organic search results may result in more sales.
All of this works with a combination of impression share, rank, impressions, and clicks. We will dig into those metrics next.
What are the Metrics You Can Assess Using These Reports?
What is Search Term Impression Share?
When paying for Amazon PPC, search term impression share is the number of impressions you have on your target keywords. That means if you are targeting "designer shoes" alongside competitors who have similar campaigns (Reebok, Nike, etc.), the share may tell you that you receive ten percent of those clicks. This
If you know anything about Amazon sponsored ads, 10% of anything tells us nothing by itself. So try not to assume anything by a single piece of data by itself.
When you bid more for those keywords, you have to make a marketing decision whether or not it is worth more effort. The more you bid, the higher you appear. But you may be increasing your average cost of sale (ACOGS) to the point where it no longer earns you a profit.
If you are only receiving ten percent, that's a pretty low number. In this case, it may be suitable to target other less competitive keywords. When you gain more brand recognition, you could potentially return to this keyword.
The metrics you need to focus on include the following:
- Search term impression share
- Search term impression rank
The two are broken down into percentiles compared to competitors looking at the same keywords. When it comes to creating the right product ads, your goal should be higher than the average. In combination with ASIN tracking software, this provides you a powerful combination of information on Amazon seller reporting.
Other metrics focus on the number of clicks and impressions that assist you in finding total search volume.
Below is a breakdown of what those things mean.
What is Search Term Impression Rank?
Amazon has spoken of this very little, but we can get a pretty good idea of what this is with context clues. The more you invest in your PPC campaigns, the higher your ad rank will be. For sponsored products on Amazon, more money = more rank. Other factors include competitiveness of the topic, the effectiveness of your CTAs, and different situations we won't get into here.
Given that this rank comes from your clickthrough rate, this doesn't necessarily mean that you increase your conversion rate (percentage of sales when put up against clicks). Compare this figure to the number of sales you get as you grow in rank. This combined data will tell you whether or not your campaigns may be useful.
The right data from the Amazon seller reporting may tell you to target different types of Amazon sponsored ads.
As you might expect, impressions have a great potential to result in higher sales. However, sellers should prioritize positive keywords that result in more attention and more sales. Having a higher Amazon ranking for a keyword doesn't help if it doesn't result in sales.
>> Track your Amazon Best Seller rank with DataHawk!
What are Clicks and Impressions?
Clicks are the number of times that those searching your target term have clicked on your display ad. Impressions are the number of times that your advertisements appear in front of them. The combination of the two of them determines your click-through rate (CTR).
For example, having 1,000 impressions and 100 clicks means your CTR is 10% (100/1,000).
The search term impression rank can utilize this data to determine the search volume of your ad. This volume is the number of times that your ad appears when people look for a term.
So if your search term impression rate is 10% and you have 100,000 impressions, that means your content has appeared around 1,000,000 times. Only 10% of those times result in people seeing your ad, meaning that other people have likely invested more.
Where Can You Find the Rank Reports?
Follow these steps to access your rank information:
- Access your Amazon Advertising console.
- On the left side, click on a heading that says "reports."
- Click the "create report" button on the upper left-hand corner of this page.
- Select the campaign type you are looking for.
- Choose the report type that will most help you.
- Pick an appropriate name for your report.
- Click the "run report" button in the upper-right hand corner.
Once you have the Excel spreadsheet, please put it in a location you can easily access. Thankfully, Amazon's advertisement platform already sorts these reports for you, so you can grab them from the page that displays on step two at any time.
How To Evaluate the Impression Potential of a Search Term?
There are a couple of ways you can evaluate the impression potential of search terms. Below are a few examples you can try:
Test Your Keywords
An early-stage Amazon PPC campaign can be a short-term testing phase for a variety of potential targets. In this case, your goal is to produce a negative keyword list that provides you with knowledge on what does and doesn't work.
Having this list allows you to target potential customers with functioning keywords. Negative keywords lead to no sales, which do not help grow your business. This process may feel like burning your advertising costs but will provide you a great deal of knowledge. This knowledge will come to you through Amazon seller reporting information, which you can run reports on at any time.
Throw More Money At Your Keywords
Amazon sponsored brands to reach the top of searchability typically by investing gobs of cash into their campaigns. If you want to test your keywords' effectiveness in making impressions, increase your funding to your most important campaigns.
Ad performance (when it comes to keyword bids) typically comes from a willingness to invest. It doesn't help to be at the top of the list if your ad isn't making conversions.
Check Your Ad Quality
Sponsored brands often believe that throwing more money at automated campaigns will destroy your problems. However, they may not see that those keywords aren't resulting in the impressions that they want. Re-evaluate your campaigns with ad professionals to see about improvements to increase sales. Don't be afraid to get an outside impression from a third party if you can. Remember, having a higher Amazon ranking is not a guarantee of more sales. In more competitive fields, you have one final option.
Target More Detailed Options
In SEO and advertisement, the targeting of long-tail keywords results in you hitting a smaller potential audience. However, that audience may result in a higher return on ad spend, reducing your overall advertising cost. Amazon sponsored ads do not always have to target the most obvious keyword.
Granted, other people have likely already had this idea, so you might have to dig through a couple of options before this works for you. If you can reduce the amount of money behind your advertisements' working capital, you may end up becoming more competitive down the road.
Try Amazon Keyword Research to find the most effective keywords for your listings!
Leverage Impression Rank Report To Assess Ads Competitiveness For a Search Term
This whole process can be a bit daunting for those who are just beginning. The best way to ensure understanding is to go through an analysis process from the beginning. In the rest of this article, we will provide a working example of how you can measure your Amazon sponsored products' competitiveness.
Step One: Creating Your Campaign
For this example, let's assume that you are a small shoe company that seeks to become "the next Nike." You've got a lot of work to get this done, and you think that using Amazon's informational database can help you do this. In this case, we are assuming that there is no other Amazon seller reporting data to work from.
You do all of the good things needed to start your Amazon brand and have maintained a certain amount of success. This process includes optimizing your product's pages, but you have an Amazon PPC campaign focused on some of your more premium products.
Given your focus, your target is to create a line of running shoes. You decide to target "athlete jogging shoes" because the keyword is detailed. The campaign lasts for several months with moderate success, and you choose to try and use that data to start a new campaign.
Step Two: Information Gathering
Here's an example of what you've gathered:
- Your campaign lasted from April 2020 to January 2021.
- Your target search term was "athlete jogging shoes."
- Your search term impression rank was seven.
- Your search term impression share was 5%
- You received 1,271 clicks.
- You had 70,682 Impressions.
You found that your conversion rate among the one thousand clicks was about 25% from additional sources. This information is not in the report, but from your internal figures.
This information means you were lagging behind six other competitors that did better than you. It does not necessarily mean that they made more money than you.
Regardless, you received a substantial amount of 1,271 clicks, meaning that it received a good deal of attention. Among those, only about 318 people made a purchase. Assuming these shoes cost $125, you would have made $39,750 gross earnings.
You did this by appearing in roughly about 350 thousand searches. Depending on how much you spend on producing the shoes, advertising, and other fees, you feel like this is a small success.
Step 3: Analyzing The Data
This data, combined with other information, resulted in you not reaching your profit goals.
You found that part of your mistake came from not spending enough to remain competitive. You want your next goal among search engine rank to be 12%, where you feel like you can feasibly make another 200 sales.
You also decide to analyze your advertising's effectiveness, finding that targeting additional keywords is more feasible now that your shoe has gained more traction on the market. Coupled with SEO efforts and new brand photography, and you have a far more attractive looking ad.
By being aggressive with sponsored products and sponsored brands, Amazon responds in turn by allowing you to appear more aggressively in PPC results. The solution may not always be more money. If your overall campaign flopped, you might have to go back to the drawing board.
In our data-driven world, we need to use numbers and analysis in the right ways to achieve peak effectiveness. With the introduction of a search term effectiveness report, this is another tool that you can use to reach the top of Amazon's search terms.
While we have included several simple examples to help you get a better understanding, the overall picture is rarely this simple. By including as much information as you can from your advertising efforts, you can quickly determine your best course of action in future endeavors.