Use the Top Search Term Report to Win Your Top 15 Keywords
If your ASIN isn’t ranking in the top 3 for Clicks and Conversions on your brand’s top 15 focused keywords, it’s time to rethink your keyword targeting campaigns.
The best place to check if you’re missing out on those top 3 spots? The Top Search Term Report.
Here’s why this matters:
50%+ of the total click share for a search term typically goes to the top 3 clicked ASINs.
30%+ of the order share is also dominated by these top players.
Of course, these numbers can vary depending on the type of search term:
Brand keywords
Generic keywords
Competitor-focused keywords
So, how can you make this work for your brand?
Start by identifying and tracking your top 15 focused keywords:
5 Brand Keywords
5 Generic Keywords
5 Competitor Keywords
You can choose these keywords based on Search Volume and their Conversion Rate (CR%).
Once you’ve identified your top 15 keywords, monitor your performance weekly:
Track Clicks and Order Share for each keyword.
Use the Search Frequency Rank (SFR) to see if the keyword’s search volume is increasing, decreasing, or staying stable.
Pro Tip: If your SFR stays stable, it means the keyword’s search volume isn’t growing. Adjust your focus accordingly!
But there’s more to the SFR Report than just keyword performance. It’s also a goldmine for optimizing your Product Targeting Campaigns.
Here’s how:
If you notice your ASIN isn’t in the top 3 for clicks, identify the ASINs that are getting those clicks.
Add those ASINs to your Sponsored Products, Sponsored Brands, and Sponsored Display campaigns to capture their audience.
Hector makes this approach to ensure you maximize your impression share and reclaim potential clicks for your focused keywords.
If your ASIN has a strong click share but low conversion share, focus on improving your offer or optimizing your product page to boost your CR%.
The Top Search Term Report is an essential tool for any Amazon seller looking to refine their advertising strategy. Use it to gather insights, adapt your campaigns, and stay ahead of the competition.
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