Explain how to improve Amazon business through the search term analysis report in brand analysis

The importance of "keywords" in Amazon's business is self-evident. It is used in many scenarios, and it will also determine the exposure and sales of your products in many scenarios, and then determine the Whether your Amazon business can succeed. In the past, we could only find Amazon keywords through some third-party tools, which not only cost money, but also the accuracy of the data was not high. And now, Amazon has opened up its own keyword tools, such as the search term analysis report in the Amazon background brand function, which will help you to explore Amazon keywords to a new level. Not only that, but it will also allow you to do some competitor analysis and you will be able to see certain product click shares and conversion shares and discover the best search terms for any product of your choice. In addition to this, there is also a very core indicator "search frequency ranking" under this function. Let's explore it in depth below.

1. Explore brand analysis tools

All Brand Registry sellers on Amazon have access to the brand analytics tool on the platform. But what about other sellers? Unfortunately, you have to complete Brand Registry on Amazon to access the brand analysis tool on Amazon, and now the process of wanting to register a brand and do Brand Registry has become very simple, as long as you want to do it, it can be done easily.

Do not confuse this tool with Amazon Advertising's Search Term Report. The search term report of Amazon Advertising also provides a display of indicators such as search term conversion rate and exposure. Although there are more display dimensions, you can only see your own products and not those of your competitors. However, a brand analytics tool can look at almost all of your competitor’s data and give you relevant information about that competitor’s product based on their search terms, which is why it’s probably the most powerful tool available to brand owners. Amazon tools. Using the data it returns, you'll be able to come up with actionable advertising and marketing ideas and get more sales.

What exactly can you discover if you use a brand analytics tool? Here is a list of high-value marketing ideas provided by the Search Term Analysis report:

a. Understand how customers find your product;

b. Understand how customers find competitors' products;

c. Discover the most popular search terms;

d. Understand the search frequency ranking of each search term;

e. Product click share and conversion share;

The brand analytics tool has a huge database, currently holding nearly 1.8 million search terms. Each search term is paired with the top three product titles for that term and the ASIN for that search.

Figure 1

Above is an overview of search terms for November 2022 . As you can see, it immediately reflects trends in consumer searches. For example, because Christmas is approaching, the demand for Christmas-related products such as Christmas lights and Christmas trees has become very large. Of course, Christmas gifts are also indispensable and very popular, such as Switch game consoles and Lego toys. Plus, search terms like “apple” always rank at the top because people are so obsessed with the brand.

Before we dive into what Search Frequency Rank is and how to properly use it to boost sales, let’s quickly cover Click Share and Conversion Share, two very important metrics as well. Knowing how to interpret them will help you choose keywords wisely and create high-quality campaigns:

a. Click share – is the ratio of two numbers. Amazon divides the number of times a customer clicks on a specific product after making a query on Amazon by the number of times a customer clicks on any product after making the same query.

b. Share of conversions – very similar and also a ratio. Amazon calculates it by dividing the number of times consumers actually purchased a product after making a specific query by the number of times consumers purchased any product listed on the results page after making the same query.

2. What is search frequency ranking?

Search Frequency Rank refers to the popularity of a specific search term in ranked form compared to all other search terms in a given time period, and you can find this important metric in the Search Term Analysis report. Not all search terms have the same popularity—consumers' purchasing intentions change, which will affect the popularity of search terms, so the popularity of individual search terms is constantly changing.

It is logically crucial to understand that popularity is calculated over a specific time period. You can set the time period by clicking the "Report Scope" drop-down menu.

Figure 2

With the Search Term Analysis report, you can learn a lot about the search terms you are interested in. The report also has a "Download" feature. You can use it to export reports and download them to your computer. You can choose between two file formats, a CSV (.csv) file or an Excel workbook file (.xlsx) .

Figure 3

3. Data-driven keyword analysis

Data-driven keyword analysis starts with the search term analysis report you download. There's a lot of data, but don't worry — in just a few steps, you'll know what to look for and how to make sense of it. Search terms that are at the top of your list can power your marketing because consumers always type these words into the search box when they search for products on Amazon. With this report you will be able to learn a lot about search terms in general, as well as the ones your competitors are using successfully. Here are some tips and tricks to use:

1. Search terms correspond to the logic of the top three product rankings

Among the top three product rankings corresponding to each search term, the first product is usually the product with the highest click share, and the conversion share has little impact on its ranking. Why is it important to know this? Because conversion share is an important metric. Typically, the second and third products will have a higher conversion rate and will give you better guidance on results if you target them instead of the first.

2. Word variants, misspellings and correctly spelled words are not treated equally

The algorithm behind Search Frequency Rank does not consider word variants, misspellings, and correctly spelled words to be the same. When you're looking for a specific keyword, make sure you spell it correctly. Also when you do this, you should also include synonyms in your research roots. You never know what you'll find, so do your research thoroughly.

3. Expand Keyword Research Using Your Competitor’s ASINs

In addition to the search terms that can be used to look at the overall ranking, you can also do some competitive analysis. Find out the ASINs of your competitor's products and start typing them one by one in the "Enter ASINS" box. It will help you discover search terms for competitor products.

Plus, frequency ranking is easy to integrate into your workflow, and the process for trying out different types of searches goes something like this:

a. Test for misspelled keywords

b. Test different forms of keywords

c. Test Synonyms

d. Test your ASIN

e. Test competitor ASINs

When testing, you should always look at the following metrics:

a. Search frequency ranking

b. click share

c. Conversion share

To choose the right search terms for your campaign, you should always:

a. Stick to search terms that are relevant to your product

b. Choose top-ranking search terms

c. Choose search terms with a high conversion share

If you're doing everything right, you'll end up with several high-potential keywords in the market that are highly relevant to your product. To ensure success, you must broaden your search. Discovering the top search terms, identifying the top performing words, and cross-referencing them with words used by you and your competitors will help you identify the most important keywords.

4. Use Search Frequency Ranking to Power Single Keyword Ads

Backed by detailed keyword research, single-keyword advertising can produce amazing results because sellers can more precisely control ad placement and produce very significant results. When choosing individual keywords for your ad, always make sure the keyword:

a. Related to your product

b. Highlight the most beneficial and / or popular aspects of your product

c. Rank high in the search term analysis report

d. Has a high conversion share

Of course, in addition to this, the placement of the advertisement is also very important. But this requires continuous monitoring of ad performance over a long period of time so that you can make adjustments as you go. There are a few tips to help you understand where to place a single keyword campaign. For example, the search terms with the highest traffic should always be used for Top of Search (TOS) ads. These ads generate a lot of exposure and clicks convert into traffic. In the end, some of your traffic will be converted into your customers. It doesn't end there. Once you get traffic and manage to increase your conversion rate, you will get more reviews and conversion shares. You'll create a business flywheel where each of your assets will help increase your sales and bring you one step closer to being the recipient of the corresponding Amazon Choice badge (which Amazon typically rewards for ranking #1 The product).

Once you launch your single keyword ad, keep monitoring the data. Type your ASIN into the search box to see how it performs. Remember, numbers don't lie. When done well, you should see an increase in both click share and conversion share. If you operate properly, you will see very obvious effects, the most notable is that your product appears in the top three products corresponding to keywords in the search term analysis report, and even reaches the first place.

Amazon Brand Analytics and Search Term Analysis reporting features provide powerful insights for the business. Extracting data from the search term analysis report will help you increase traffic, improve conversion rates, and achieve significant business improvements with data-driven targeted keyword advertising.