Master Amazon Keyword Strategy with the Top Search Term Report

In general, more than 50% of all click shares for a search term is owned by the top 3 clicked ASINs, and more than 30% of the order share is also owned by them. This number varies depending on the type of search term, whether it’s Brand, Generic, or Competitor-focused.

So, as a brand, you should first identify and monitor your performance for the top 15 keywords, divided into 5 Brand, 5 Generic, and 5 Competitor keywords. You can identify these based on the Search Volume and the relevant CR% (Conversion Rate) for each keyword.

Once you know your top 15 focused keywords, you should monitor the number of Clicks & Order Share you own for those keywords every week.

The number of times a search term is searched in the last 24 hours is calculated against all search terms on Amazon, and a Search Frequency Rank (SFR) is assigned to it. If any of your focused keywords lose or gain rank, it means the search volume for that keyword has decreased or increased, respectively, compared to the previous week or month. If the rank remains constant, it means the search volume for your keyword is stable.

While you monitor the Clicks & Conversion Share of your ASINs, you should also constantly monitor whether your focus keyword is gaining or losing SFR. If your SFR remains constant, it means that the keyword you are focusing on is not growing in search volume.

The SFR Report is not just for optimizing your keyword campaign strategy; it also helps optimize your product targeting campaigns.

Here’s how: if you missed clicks to the top 3 ASINs, it also means you now know which 3 ASINs got the clicks, where your customers went. You can then add those ASINs in Sponsored Products (SP), Sponsored Brands (SB), and also in Contextual Targeting campaigns in Sponsored Display (SD).

This strategy ensures that you capture your share of impressions and a potential click share for your focused keywords.

If you see that the click share for your ASIN is high but the conversion share is lacking, then it's time to adjust your offer or optimize your product page to increase your CR%.

The Top Search Term Report is one of the most important tools an Amazon seller should monitor and use to feed insights into their advertising campaigns.

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