The role of Search Term Report:
Through the capture of customer search term data corresponding to keywords, the specific market performance data of the product, the user’s purchasing tendency and the product competitiveness are analyzed. The data can be used for product listing content optimization, core keyword positioning, marketing direction positioning, conversion optimization, new product development, etc.
Interpretation of important performance dimensions:
- impression value to determine the approximate user search volume of keywords on Amazon;
- CTR to determine the relevance between keywords and listing (mainly in terms of title, picture, price, review quantity and quality);
- Conversion rate data corresponding to customer search term: Through the comparison of the conversion rate of the advertising keyword and the overall conversion rate of the product, keyword embedding and optimization of relevant information are carried out for product keywords with a conversion rate lower than the overall product conversion to strengthen the correlation (Or based on the size of the difference between the two sets of data and the estimated amount of keywords, if the difference is too large, you can choose to discard the keyword and remove the keyword from the list to avoid a large amount of invalid traffic and lower the listing Average conversion performance). For keywords with a conversion rate higher than the overall product conversion, the keyword is placed in a golden position with a higher weight such as title.
Emphasis on report analysis of different advertisements:
1. Analysis of automatic advertising customer search term:
Focus: Analyze Amazon’s positioning of products by crawling listing information
- According to the specific content of automatic advertising customer search term, further optimize the content of listing, adjust the layout and combination of keywords in the copy, and guide the data capture.
According to the analysis of customer search terms issued by automatic advertising, locate the core dimensions of manual advertising and the direction of core keywords, and provide basic data for the manual advertising framework of products.
- According to the situation that the customer search term of the automatic advertisement is ASIN, collate the corresponding data of the issued order sku and the corresponding issued ASIN. Through the adjustment of the listing content and the keyword embedding of the search term in the background, the product and the corresponding issued order are strengthened The relationship between: 1. Give specific ASIN directions for individual product targeting ads of products; 2. Provide clear high conversion screening conditions for product category targeting ads, and use competing product traffic to increase orders for products the amount.
Second, manual advertising customer search term analysis:
- Regarding the use of manual advertising to locate the core keywords of the product: on the basis of using the same matching method and the same bid for the keywords, the performance data of the keywords is analyzed, and the traffic volume of the keywords on Amazon is roughly estimated based on the impression. Combine the click performance of the keyword to determine the competitiveness of the advertising sku in the search results of the keyword. Through the analysis of keyword traffic and click volume (high traffic and high click-high ctr), then combine the keyword’s ACOS performance , The number of advertisements and the conversion rate of ads to locate the core keywords with superior product performance, and provide optimization directions for further optimization of listing.
Use the changes in the display, click, order and conversion rate of the core keywords at different time periods to analyze the market trend of the advertising product, adjust the positioning direction of the listing, replace the core keywords of the product, and adjust the key of the listing. The embedding position of the word.
- Use the performance data of the customer search term to analyze the new product development direction of the product, mainly to judge the market demand of the product through the impression performance data of the customer search term triggered by the keyword, and to judge the product’s market based on the ctr performance data of the customer search term The degree of mutual complementarity or substitution between them is searched on amazon using the customer search term, the specific characteristics of the products under the search results and the competitiveness of the product are analyzed, combined with market market surveys and product market trends and other data to provide New product development direction.