Amazon Brand Analytics stands as a pivotal resource for brand owners and sellers seeking to navigate the dynamic landscape of e-commerce successfully. Within this suite of tools, the Top Search Terms Report emerges as a strategic asset, providing businesses with valuable insights into the most frequently used search terms by customers on the platform. Here’s a comprehensive exploration of the key features and benefits of the Top Search Terms Report:
Uncover High-Performing Keywords:
The Top Search Terms Report is a treasure trove of information, revealing the most high-performing keywords that customers use to discover products. By identifying the top-searched terms within your niche, businesses can align their product listings and marketing strategies with the language and preferences of their target audience.
Strategic Keyword Optimization:
Understanding which keywords dominate customer searches enables businesses to strategically optimize their product listings. By incorporating these top-performing keywords into product titles, bullet points, and descriptions, brands can enhance the visibility of their products and improve their chances of being discovered by potential customers.
Enhance Product Discoverability:
Optimizing product listings based on the insights from the Top Search Terms Report directly contributes to enhanced product discoverability. Products that align closely with popular search terms are more likely to appear prominently in search results, increasing the likelihood of customer engagement and conversions.
Refine Advertising Campaigns:
For brands engaged in advertising on Amazon, the Top Search Terms Report offers a roadmap for refining advertising campaigns. By incorporating top-performing keywords into ad content and targeting strategies, businesses can maximize the effectiveness of their advertising efforts, reaching a larger and more relevant audience.
Identify Market Trends:
Analyzing the top search terms provides businesses with a pulse on current market trends. Recognizing emerging keywords and shifts in customer preferences allows brands to stay ahead of the competition, adapt their product offerings, and position themselves as leaders in their respective categories.
Comparing the Amazon Advertising Search Term Report with the Amazon Search Terms Report and Other Advertising Reports
To see which customer search keywords generate the most impressions and clicks for your Amazon ad campaigns, you may access a version of the Search keywords report within Seller Central. The Amazon Advertising Search Term report is what it’s known as.
These columns can be divided into three primary categories: i) target department or marketplace; ii) search terms and analytics related to search terms; and iii) popular ASINs and click and conversion data related to popular ASINs. The three parts that are highlighted in blue, green, and red, respectively, in the snapshot of an Amazon Search Terms report for the US marketplace below are as follows:
The search terms report includes a page that displays products that have fallen out of the top three rankings for the most clicks for a particular search phrase in the last week, in addition to information on the most recent search and consumer behaviour patterns.
The data in the Advertising Search Term report is specific to your advertised products, in contrast to the normal Search Terms report, which provides you with an overview of the whole Amazon marketplace. The Amazon Advertising Search Term report can be a treasure for any seller trying to maximise their Amazon PPC campaigns, even though it appears that this narrows the scope of the information that is accessible.
The Advertising Search Term report is available through the Reports menu on the Seller Central main dashboard, in the Advertising Reports area. Depending on the sort of campaign you conducted, Amazon neatly organises the results under the Amazon Sponsored Products Search Term report, Amazon Sponsored Brands Search Term report, and Amazon Sponsored Brands Video Search Term report. All you need to do is choose the report that best suits your needs, indicate the reporting period, and you’re done.
Tailor Content to Customer Language:
Customers often use specific language and terminology when searching for products. The Top Search Terms Report allows businesses to speak the language of their customers by incorporating the exact phrases and terms customers use. This alignment enhances the overall customer experience and fosters a deeper connection with the target audience.
Optimize Backend Keywords:
Beyond frontend content, businesses can leverage the Top Search Terms Report to optimize backend keywords. Backend keywords are crucial for search relevance, and aligning them with top-performing search terms improves the chances of products being surfaced in relevant customer searches.
Competitive Analysis:
Understanding the top search terms also provides insights into the keywords that competitors are leveraging successfully. This competitive analysis allows businesses to assess their positioning, identify gaps in their strategies, and differentiate their products effectively to capture a larger share of the market.
Drive Conversion-Oriented Strategies:
The Top Search Terms Report not only identifies popular keywords but also sheds light on terms that lead to conversions. By focusing on keywords that drive not just traffic but also conversions, businesses can fine-tune their strategies to prioritize the most impactful and revenue-generating search terms.
Data-Driven Decision-Making:
Ultimately, the Top Search Terms Report empowers brands with a data-driven approach to decision-making. By basing strategies on concrete insights into customer behavior, businesses can make informed decisions that enhance their overall presence, drive sales, and establish a lasting impact on the Amazon platform.
In conclusion, the Top Search Terms Report within Amazon Brand Analytics is a cornerstone for brands aiming to excel in the competitive e-commerce landscape. By unraveling the language of customer searches, businesses can strategically position themselves, optimize their content, and drive meaningful engagement with their target audience, ultimately leading to increased visibility, conversions, and long-term success on Amazon.
