First vs. Last Search Terms in Amazon Marketing Cloud

Did you know? Amazon buyers often use more than one search term before making a purchase. Yet, attribution credit is given only to the last search term the buyer used, which means we typically optimize for that final search term. Right?

Here’s where Amazon Marketing Cloud (AMC) comes in!

Amazon Marketing Cloud provides fascinating insights, including data on both the first and last search terms that buyers use before making a purchase. This allows us to see how the last search term often takes full credit, even though it’s only part of the buyer's journey.

AMC even shows the volume of orders generated from combinations of first and last search terms. This insight can guide us on which search term pairs deserve more focus.

For example:
Like in the example below.. you can see the buyers first searched Coffee and then searched Coffee again and then both were only 220 however the one. that searched Coffee and then "buy kitchen smart coffee" were 1256 which concludes that we should focus on broad keyword such as coffee too while we are focusing on long tail keywords like "buy kitchen smart coffee maker" 

Seeing your product appear in both searches increases the likelihood of relevance to the buyer, giving you a competitive edge over brands that focus solely on long-tail keywords.

Key takeaway:
Ensure that both the first and last search terms are part of your keyword strategy. Emphasis should be placed on the last search term, as that’s where the final purchase decision is often made. But don’t overlook the journey’s beginning!

AMC is an ocean of insights, it’s all about what you find meaningful.

We’re excited about diving deeper into AMC! If you share our passion for actionable insights, let’s connect.

Stay tuned here for more Amazon Ads, AMC & DSP strategies -https://lnkd.in/d3SYuuyN