Amazon Search Term Impression Share Report - Step by Step

hi guys and welcome to another video on Amazonia YouTube channel in this video I'm going to be covering search term impression share report now that's a long name for an Amazon report but it doesn't get more detail than this so with this report you will be able to see on a search term level so not even by the keyword or product but search term level the actual search that somebody typed in how well you are ranked compared to your competitors are there two or three or four competitors better ranked than you on that search term and how much of an impression share you take on each search term so let's break it down at the end of this video you're going to be really able to uh drill down in in details how well you are ranked which is especially important during product launches okay so uh how to get to this report you go to your sponsor product reports on the left when presented you select sponsor products then select search term uh for the report type so search term impression share select the last 30 days for example or as long as you would like and you have the option to select summary or Daily Now unlike the other report this is really important decision go and create each one of these and then analyze the data see the difference and is it something which see which one of these two uh time units reflect better for you uh with summary you will get your search term impression share data for a whole period of 30 days but for example if you are in product launch or just in during the phase when you push certain ke words to increase your organic rank then you will probably have to select daily uh please know that unfortunately there's a data lag of up to 48 Hours sometimes 24 sometime 48 but still when you're tracking something day after day as you would in these kind of situations then select daily um time unit because this will give you a break account per search term per day how you're ranking so if you increase your bit today so in two days you will see the exact data how that change reflected um in reality how well you ranked for that search term for this report I've selected summary for this video just for the sake of easier explanation but it's the same logic so back to the report now you will see the start date and then date here that I pulled this report like um almost month ago uh 20 days ago so it's a summary as I said so it's not a daily if you've chosen The Daily Time unit then you will see here like November uh the 9th November the 9th then for the for the same search term the next day and the next day and the next day depending on on how what's the the date range that you've selected now the mo the new and most important columns here the metrics that you have are these two search term impression Rank and search term impression share now this will break it down for you so each search term how well is it ranked for the for this search term you will see you can see here that we are on the position one so all the other brands are below us for this search term and it's important to note that even though that we are position one in the last 30 days we are only grabbing only quote unquote 36% of that search term impression share of the whole chunk of The Impressions available in the world in this Marketplace we are grabbing 36% of that so that tells you that you can in increase your bid even more if you like but that will not give you more impression share you cannot eat you cannot get bigger part of the cake if you increase your bid so you maxed out um this um search term impression share I usually relate relate this to the market share so what Marketplace that's it so we are ranked number one we have 36% of market share which is huge which is huge because this is not a branded uh search term it's a generic uh search term and all the other brands take up the rest of that 64% spread along the whole um all of our competitors basically sorry so and then you will see because for some of um different keywords can generate same Search terms for example if you have uh balls in Broad match that can generate a search term for red ball then you can have a red ball in phrase that will also generate search term of red ball you can have that in exact match and it's going to generate red ball so here in the customer search term called you will see repeated Search terms and then in the rest of the columns that I removed because I don't want to bore you with that you will see in which campaign in which ad group that search term appeared but regardless of the ad group this is the stat these are the stats so number one positioned um number one position and for the impression Rank and 36% of impression share now here are uh additional metrics that you can use to compare the performance of that search term in different campaign and in different match type now if you did your homework and properly structured your campaigns and have one campaign and one ad group and then uh one or more keywords inside then this will enable you to easily control performance of your keywords especially if you have single keyword campaigns for your most important keywords that you want to rank organically for and protect that market share and impression share here you can see and compare it easily that what's the relation between the cost per click that you're paying and the number of sales that you're getting and and how profitable it is and how what's your conversion rate here you can uh quickly see that this is all the let's mark them this is is all the same keyword sorry same same search term as you can see by the data so the same search term impression share and you can see that depending on which campaign is it we have higher or lower click to rate now the highest click to rate must be the top of search campaign with the spend and the CPC so typically we see that somewhere around 90 cents we perform pretty okay so 99 91 144 we have most of our orders happening here um let's try and find some other one for example here we are position number three for this search term on all of these campaigns but this is the search term now since we are position uh number three for this search term that means that in our category there are only two brands that have better impression rank on this search term than us so it can be hundreds and thousands of other brands selling the similar product but targeting the same search term so but only two of them are better than us and it's important to know that you are position number three and you grab 12% of market share sorry the impression share that means that top two guys are actually grabbing um the rest probably much bigger chunk and then uh all the other SS are spread further what this also tells you is that there's probably um more room for improvement if you increase your bit how to know that it's it's easy just increase your bid um higher than you're bidding right now and monitor your your search term impression share report so increase today if it's Wednesday today it's Christmas Merry Christmas to you guys who celebrate this day um so and then you increase the bid today and you in two days you you can pull the search ter impression share and see the the the actual results out of that so if you increase your bit and you go from the position number three to the position number two in a daily report then sorry that gives you uh an information that it's about bid as it is most of the time if the keyword is relevant here we can see that uh click rate varies depending on the campaign and then different cost per click for some of these for most of this we're actually not converting but it's really low spend just a few clicks this is the only campaign that actually drives meaningful um amount of traffic so 10 orders this in AC car not so good conversion rate but for this account that that's pretty good um then we can go further down the page this is interesting one so for this one we have what the a wow uh so position number 13 only fraction of search term in R share so if this is if this was um really super relevant keyword for us sorry search ter for us then we would probably have to increase the bit even more it's pretty high so it's already at 157 which is huge for this uh Marketplace and for this account but it's worth testing so this is a good scenario for you guys to see that this is where you can really use this report and see how do you measure against your competition again there's no single report that shows you this amount of data in details for on on a search term level so not even a keyword level but a search term level so you can really narrow down in the past I've used this report during product launches and it really helped me uh Drive good decisions because yeah I was only angry because he didn't uh couldn't I couldn't see this data on a daily basis like if I increase the bits today and I I can pull the the report tomorrow but because it's not available as I said because of the data lag that Amazon has uh but it was really one of the most important reports that we did daily and measured the results and outcomes of the different optimizations if we increase the placement uh adjustment or the the actual bid so really really interesting report one of the most important ones I'm not sure how many people actually use it but it's uh it's pure gold um yeah so I think you get the point I don't want to go too long with this uh but you get the idea so impression rank 30 so a lot of people ahead of us here low impression share and then you can also experiment with the with the clicks and what works and what not um yeah let me know what you think if you have any further questions please let me know in the comments and I'll make sure to answer each one of them and yeah see you in the next video guys bye-bye