Amazon Brand Impression Share 2024

hi guys and welcome to another video on Amazonia PPC YouTube channel we'll continue with metrics and Reporting so in this video I'll show you how to find exact information on should you or you should not bit on your branded keywords in this example you can see I typed the random um knife manufacturer and you you can see that it's called brein when you call if if that's how you pronounce it but when when you type that you you can see that there's actually another brand bidding on this headline search ad sponsor brand top of the search ad which is really nice looking ad plus it's a video so they're really stealing the market share and presenting them themselves selves as the as the leader here so uh this can be expensive and you probably wondered if it really if it pays out to bid there bid aggressively and be uh present on that um very important placement but stay with me and I will show you how to find that uh metric how to find those metrics because there's actually pretty nice information telling you how many clicks you you lost how many Impressions share how many sales so bear with me um similar to what we did in in our previous videos you want to go to the insights and planning and please check out if you haven't uh two videos on brand metrics where you can explore different stages of your of the shopping funnel so go check that there there's part one and part two linked uh in this video and then you can um add to that the brand impression share when you click there you're presented with this initial screen and after selecting you can do you can select the single day or or or a week by default it's a week unfortunately it's not available by month but you can probably um get a enough of data just week over week I think it's efficient here you can see that for the day range of December 8th December 14 um you can see the breakdown so top of search impression Shadow uh the blue color are your ads and the the gray are the ads from other advertisers you have the combined data and split between sponsor Pro prods and sponsor Brands so this is information when somebody types in your brand name being like I don't know we use the the Brewing example so if somebody types Brewing or Brewing knives or Brewing knife blocks or Brewing whatever so including your brand name there that's considered as a as a branded search and for those kind of um search terms how how much you you're present versus your competitors for this particular account uh you can see that we're only present for sponsor Brands 9.05% which is expected because we lower down the spend uh now during Q4 because it's a seasonal product and it doesn't make too much sense to invest uh a lot of money and except in in a few rare occasions on a specific keywords that we want to protect the the brand name and prevent our competitors on on Bing and showing on on our keywords uh on the other hand we pretty aggressive on sponsor products uh brand names but still there is some percentage that we actually missed it's very simple calculation so it's 100% minus 8551 and you get the percentage of the how much of um ads from sorry ads from other advertisers show up 14.49% of the time in top of search results um this is really crucial information because many brand owners are just using external tools or maybe not using anything relying on Excel sheets and exporting and calculating this on search query report or whatever just there's actually actual report here which is pretty easy to find the navigate and you you can see this uh meaningful breakdown so if you think for example this is intentional as I said 9% is intentional but if you really aim to protect your brand name and you see here that you're 50% of the time you're still unprotected that really gives you an estimation of how much to increase your ad budget to fit to to meet 100% if that's even possible but to meet 100% of impression for any of these placement sponsor products or sponsor Brands further down the page uh there are detailed metric so you can see the breakdown on similar to the above um portion so all add products or the breakdown between sponsor products and sponsor Brands so when you click that you immediately have an option to see um sponsor products or sponsor Brands so um I keep telling this in every video so pardon me but hover over anything that's possible here because you will have you will see very meaningful information most of the time here you can see that uh in this week that we selected we lost 36 sponsor product clicks because um somebody else appeared on our branded search which is not a huge it's not a big deal because this account has a really a lot of clicks overall so it's not a big deal that we uh lost that and this is an estimation of uh top of search sales that we lost um here it's uh pay attention that for sponsor products attribution window is 7 Day 7even days for sponsor Brands attribution window is 14 days what is attribution window attribution window is how many D days it can pass after the click so the sale is attributed to the ad click sponsor products if somebody clicks your ad on Monday then ends up buying on Friday that's going to be attributed to your click but if they click Monday and they convert they they purchase uh next week Tuesday Wednesday that's not going to be attributed to the ad sales while uh uh on sponsor brands that uh window attribution Windows is 14 days but additionally if you're managing vendor account then for both sponsor products and sponsor Brands uh you have 14 days attribution window as you can see here last top of search ORD you can see that for both sponsor products and sponsor Brands they're mentioning 14 days attribution window uh so it's a pretty nice breakdown of higher standing against your comp competition um so sponsor Brands breakdown sponsor product breakdown and all Al together this is how we are doing for this week U this is just a graphical overview of what's Happening uh here now um there's also uh you have an option to review uh as they suggest here to minimize the loss of top of search clicks and sales review your brand terms and adjust your bidding strategy um that's this part over here so what you can have here is that um if it's a really high volume of clicks and traffic on this uh on this account then you can use these predefined filters to uh filter out only uh terms and targets spe over 1,000 Impressions that received less than 20% top of search Impressions and then immediately you would get a list of Search terms here we only have one um and this is the actual customer search term that somebody typed in as it says here and as I suggest go there and read even though you need you know what a search term is go there and read it how Amazon defines it because defines it defines yeah defines it uh because most often than not you will act you will feel some gaps in your knowledge so um be good and listen to me so um here you can see breakdown here we only have one search term that uh aligns with our Target here but you can then see the the actual campaign and AD group uh your top of search Impressions share and lost top of search Impressions and other data like lost to of search clicks etc etc so um yeah conversion rate of course um so it's really nice breakdown to see where you need to optim ize more so maybe bid more or just go into the campaign and do some some additional budget adjustments or bid adjustments in order to protect your brand name if that aligns with your goal have in mind the profit um it's easy to get caught up in Revenue uh goals in sales goals because that's what Amazon is pushing and showing like you grew x amount X percentage compared to the previous year and that's good Gros to you but you're actually your profit went down so you're not doing yourself a favor if you are caught up in that um train of thoughts like just chase the revenue focus on your profit if it doesn't make sense for you to bid aggressively on your brand terms because it's too expensive then do not do it don't do it focus on sponsor brands or um other campaigns that are bring bringing you money and uh and cash flow um for example uh for one account that we manag for several years now average cost per click for Branded uh keyword sponsor product was less than one Euro it's a European account less than one1 Euro and during summer uh big competitors started biding on our branded keywords and they were bidding up to 7 Euros per click so we Tred to see how far they will go we didn't expect we thought that they're going to stop up to three or four they were buing even when we bid €7 per click to see if if we we will over will beat them on that placement uh they were still winning so I we never know we'll never knew how aggressive they can be so you just need to of course we we lowered a bit and to what we are comfortable with and uh that was a good decision because we we decided to have certain number of sales on that keyword so it's not like you need to win all of the um all of the placements available um so these are the techniques and places where you can find this information easily uh I suggest that very every now and then you can take a look at these it's not like you don't need to add them to to your sop but when you next time when you think about should you or should not be more aggressively on on these two campaign types this is the place to go so brand metrics uh sorry insights and planning and then brand impression share um I hope this is this was clear let me know in the comments if you have any further questions I'll be more than glad to answer them have a good day and bye-bye