Understanding Search Query Performance and KPIs with Supa Template
Seller Sessions · with Mansour Norouzi · May 22, 2023 · 36 min
Summary
This episode cuts through the confusion of Amazon's myriad reports to deliver a clear understanding of search query performance. Learn how to interpret key metrics like purchase share and conversion rates, move beyond vanity metrics, and leverage tools like Supa Templates, Product Opportunity Explorer, and Brand Analytics to make data-driven decisions that directly optimize your Amazon listings and advertising strategies.
Key takeaways
Utilize pre-built templates like Supa Templates to streamline the organization and analysis of Amazon Seller Central search query data, overcoming challenges with Amazon's APIs.
Prioritize tracking "purchase share" over traditional sales trends to accurately gauge the impact of advertising and keyword strategies, especially for branded terms.
Employ Amazon advertising campaigns not just for sales, but as experimental tools to test keywords and measure their direct impact on purchase share and conversion rates.
Leverage Amazon's Product Opportunity Explorer to analyze search term trends and benchmark your brand against the market, identifying growth opportunities.
Focus on conversion rates and market share for a true understanding of brand performance and growth, moving beyond total sales trends which can be misleading.
Understanding Search Query Performance and KPIs with Supa Template In this episode Danny is joined by Mansour Norouzi to discuss his prebuilt Dashboard to help sellers really dial in on their metrics around the search query performance dashboard. To help you get started with Amazon's search query performance dashboard, Mansour created two pre-built SUPA templates that you can use to organise the data from your Seller Central account. These templates will help you analyse your search term data more efficiently and make data-driven decisions about optimising your listings Episode Summary: - Importance of checking data sources before making judgments - Amazon's various reports can cause confusion and incorrect assumptions - Metrics are important for measuring performance - Issues with Amazon's APIs - Using Amazon advertising for experimentation and measuring impact - Importance of measuring purchase share for ad impact on branded keywords - Importance of tracking conversion rates and market share for brand performance - Traditional measures like total sales trend may not accurately reflect brand growth - Product Opportunity Explorer for tracking search term trends and brand comparison to market - Consistency of performance for specific keywords - Utilising Brand Analytics for maintaining or increasing market share - Importance of analysing impact on purchase share for advertising and keyword testing - Amazon's focus on cus
What does this episode say about amazon & marketplaces?
Utilize pre-built templates like Supa Templates to streamline the organization and analysis of Amazon Seller Central search query data, overcoming challenges with Amazon's APIs.
What does this episode say about analytics & attribution?
Prioritize tracking "purchase share" over traditional sales trends to accurately gauge the impact of advertising and keyword strategies, especially for branded terms.
What does this episode say about paid acquisition?
Employ Amazon advertising campaigns not just for sales, but as experimental tools to test keywords and measure their direct impact on purchase share and conversion rates.
What does this episode say about amazon & marketplaces?
Leverage Amazon's Product Opportunity Explorer to analyze search term trends and benchmark your brand against the market, identifying growth opportunities.
What does this episode say about amazon & marketplaces?
Focus on conversion rates and market share for a true understanding of brand performance and growth, moving beyond total sales trends which can be misleading.
