This episode dives into the intricacies of Amazon's Search Query Performance (SQP) data, dissecting how Amazon calculates impressions, clicks, and purchases. It uncovers why SQP data might appear inconsistent with actual sales and provides strategies for leveraging this data in conjunction with Helium 10 to enhance product targeting and keyword strategies on Amazon. Essential listening for Amazon sellers looking to master their data analysis.
Key takeaways
Understand that Amazon SQP counts multiple impressions for a single product if it appears in both organic and sponsored results for the same search, and also for refinements within search results (e.g., filtering by color).
Be aware that SQP only attributes purchases if the entire customer journey (search, click, add to cart, purchase) occurs within a 24-hour window from the initial search. This explains discrepancies with total sales.
Utilize SQP data to refine product targeting ads by analyzing which search queries lead to impressions and clicks, even if they don't immediately convert within the 24-hour window.
Combine Amazon SQP data with Helium 10's Keyword Tracker for a more comprehensive understanding of keyword performance and to validate Amazon's reported search volumes against actual sales data.
Recognize that SQP excludes impressions from certain widget placements (editorial recommendations, top-rated) and doesn't count sales if the product is 'below the fold' and not scrolled to, impacting overall attributed performance.
In this episode, we sit down and talk with Mansour Norouzi of Incrementum Digital to get the latest tips, trends, and strategies on Amazon advertising.
What does this episode say about amazon & marketplaces?
Understand that Amazon SQP counts multiple impressions for a single product if it appears in both organic and sponsored results for the same search, and also for refinements within search results (e.g., filtering by color).
What does this episode say about analytics & attribution?
Be aware that SQP only attributes purchases if the entire customer journey (search, click, add to cart, purchase) occurs within a 24-hour window from the initial search. This explains discrepancies with total sales.
What does this episode say about paid acquisition?
Utilize SQP data to refine product targeting ads by analyzing which search queries lead to impressions and clicks, even if they don't immediately convert within the 24-hour window.
What does this episode say about amazon & marketplaces?
Combine Amazon SQP data with Helium 10's Keyword Tracker for a more comprehensive understanding of keyword performance and to validate Amazon's reported search volumes against actual sales data.
What does this episode say about amazon & marketplaces?
Recognize that SQP excludes impressions from certain widget placements (editorial recommendations, top-rated) and doesn't count sales if the product is 'below the fold' and not scrolled to, impacting overall attributed performance.
