Amazon Brand Analytics - Search terms report

hi everyone this is Ellen are from Amazonia PPC and today we're going to talk about brand intelligence reports these types of reports our tool released by Amazon for sellers who want to make a brand out of their product portfolio so if your sales are doing well and you're looking forward to creating a brand and scaling up your business then this is definitely the video for you in this video we're going to focus on the Amazon search terms report that comes from brand analytics and in the next couple of videos we're going to focus on the the rest of these reports and how can you best understand these metrics to your brand's advantage and what to do with all this information that Amazon is giving us that's out there so we know for sure that Amazon is a platform has unprecedented understanding of the user behavior the customer behavior online in general they have vast amounts of data on a day to day basis for the net for the past 20 years so what they're giving us is something that's one two percent credible and you should definitely use it and pay more attention to it now since we're going to analyze the search terms report I'm going to show you how to set it up so our search term report there's a difference between a search term report that comes in your campaign manager and the one that comes from Brandon electives it's very important for you to understand this there's a difference first of all the search term report from your advertising account is the search term report that you paid for and you know that there's a search term in your list that you know that this is an actual click that you actually paid for that some of your keywords are triggered through an ad so when it comes to the search terms report on Amazon coming from Brad analytics these weren't paid for these were given to you like free of charge from by Amazon for all the brand owners out there to understand their niche is better and these reports we've used brown brandt and for our clients for two main purposes first of all being to identify some of the possible product variations that they can introduce their brand that they might have not thought about before and second of all - we really understand the competition around the search terms that we want to rank for organically and understand it really well you have practically all the information you ever might need to do this and this report so we're going to break it down the metric by metric so that you understand how can you look through your pull your report and see what are the differences that in between something that you maybe knew and now something new that you just figured out anyway for the sake of this video I'm going to use like inks as a phrase I do not recommend this product to be sold I'm just using it to show you how to search the report that works and how what are these metrics that we are going to look at first of all you can set here at the department this means you can look at the system reports through a category that you sell it like for example if we're selling leggings then we're going to choose apparel if there is parallel clothes it doesn't look like they have this option here for some reason you're not going to see all everything every time basically you can my point was that if you can choose to use a category you could choose it only if you know that your categories are high volume 1 in terms of searches so for leggings I would probably choose to look at the data through a category for some niche products like I don't know maybe pet products or something that has to do with a certain audience then this tends to be less lower in volume but higher in quality so I would look at it through the amazon.com domain Department like all departments a gentle simple because my opinion is that the majority of customers don't really sort out their department but they're looking for some search them there is this option Amazon's giving us this option but a lot of them vast majority of them just don't use it so if you want to get deeper insights into information that's given here then choose amazon.com is when I see the whole department here leggings I typed in the search term that is here you have the option to use a search term and then type in something that's really vastly related to your products because you want to see what else there is you don't want to type in any type of long term keyword in here just focus on your core keywords so that we ensure that Amazon is giving us like two thousand roles like in this example over here enter a sense of products field this means that Amazon is allowing us an option to see a specific a sense performance or in general some product but I don't really use this option a lot because it narrows down the information that we're given a lot and at this point until we get even more information detailed from this report until they make this report more detailed we're just going to leave this blank but ensure that we get a good amount of info coming from it reporting range you can set from daily to quarterly anywhere from daily to quarterly and this is a good insight for us because if you want to see like for example what customers have searched for doing a specific holiday like recently you had Black Friday Cyber Monday and we want to know what the customers have searched for in our specific department and understand if there are any new product opportunities where as to sell then choose daily and weekly and that no just narrowing down for the last week or the last couple of days but if you want to identify trends and see which competitor truly is winning that race of getting wrecked for specific highly qualified search term then choose longer date ranges like monthly or quarterly in this case we're going to go for monthly now we have a full report according to our specified criteria here and here you can see the search terms that apartment search frequency right I'm going to explain each one of them in details first of all search them based on this seed keyword that I've just entered like inks Amazon is giving me most popular searches related to that so search frequency rank is a ranking that Amazon is awarding specific keywords that are relative to that seed keyword if we typed in over here in our parameters and the lower this number gets the more popular specific keywords is a specific search term yes so we know for sure that the best most popular search terms in area of leggings or leggings for women and leggings in general so ladies are looking for leggings just like short short like that and whether these two most popular searches here we have the same ice and which means that there are 100% winning this race there is this a brand called leggings depo and they are really really willing winning these high-volume search terms and you can see here like number one for decent is the this same ace in this same product and I wanted to see what this product was so I already opened it for you as you can see it's already familiar plant it's Amazon's choice vast variety of colors that they offer they have good product images and overall I've looked through their product portfolio they have high quality materials that they use a lot of variations in terms of colors and sizes and they have close to 4,000 readings so nothing beats a good brand of Amazon this is the kind of message that also Amazon is trying to tell us like think long term and you should be willing to enter this game with the long term mindset and that's the only version in which win and become a successful merchant otherwise it's a waste of time and money like we can see this very clearly especially this year it's become a trend that brands who are working really hard on their branding on Amazon and off Amazon as well I'm really winning the organic ranking as well because like for example you can see that this these guys they're they have their price probably all over than anyone else we we happen to be in this market for a client so we know that their prices are pretty reasonable in this case and you can see that they are working on their listings really really hard a plus content could use some updates but anyway it's the number of ratings that is at this high four point three stars on a four thousand ratings number is really really something that is generating sales for this product and it's a good it's a good brand they have focused all their strengths into building a brand which is something that you will notice that becomes increasingly important in the last year's number one clickshare means out of 100 percent of clicks how many clicks the specific product received for this specific search term so for search term leggings for women they received 12% clicks out of all quits that there were for the specific keyword so you can only imagine how many clicks were there if their habitat such a high percentage they have a pretty good deal of a market share for this specific search them so there are things to learn from them basically number number one conversion share means that they have this is the percentage of conversions that they receive that of 100 percent everyone else is 86 percent so they have a pretty big market share of it now first of all how do you use this report now everything else is repeated here before I continue just to show you through the end number two click they send a number three cut citation and then all these repetitive metrics they're basically showing you top three products by amount of clicks and by amount of conversions that they received for a specific search them so following that logic you can see what are the top three products for each one of these search terms and that's how you learn you go to their listings and then see what is their secret basically and what I've come to a conclusion seeing a lot of these search terms reports and branded analytics the winning brands are I'm going to reiterate that but basically it's super important three times that brands that are winning they're working really hard on their branding strategy they have brand outside of Amazon too they're working really hard on their contest strategy in social media they have a very well-developed store found on Amazon and a plus content and really good listings and in general they're working record into growing their product portfolio into a brand and they become recognizable specific you know that's in top 50 brands for leggings on Amazon and Amazon recognizes that picks it up and then pushes them in the search results page organically so anytime you know how the search results page becomes stuffed with ads recently you know there's like sponsor brands in the top and then in the end and they're in the middle we have sponsor products everywhere and just somewhere in the middle somewhere maybe like one or two lines of fro there are organic search results and some of them are editorial pics and there are some of them are clearly organic results these guys these like top 50 brands are going to be the ones that appear on this page organically simply because amazon knows that they sell but there are a brand think they're here to stay and this is the kind of mindset that you could adopt too so for the sake of this video and the understanding how can you learn from competitors good choice good examples we can go or visit their storefront here the brand analytics report is going to be vastly different in terms of data when it comes to changing categories from one category to another and this highly highly depends of the length of the buyers cycle for example if someone's buying you know leggings they that this is a product that costs on average like $12 it's not a hard decision to make and like for example you will see what all the kinds of all kinds of competitors that you'll see in the top three are going to be leggings and at the same time like if you are selling no sinks that cost $350 and there maybe once or twice in a lifetime type of a purchase but people will think about them a lot so you will see various types of faucets in this search term report you will see you know different types of sinks with different dimensions and then the click-through rates the number one click aces and conversion rates will be their percentages will be a lot lower but this is all normal it doesn't mean that doesn't mean that someone's doing a lot better or a lot worse than you it's just a specific of the category you're selling it so storefronts four leggings Depot has now opened and you can see that there are a hundred percent dedicated to building a brand that is just around leggings it knows everything about leggings that is willing to provide their customers a lot of choice there economy is the economy of scale they sell a lot under low prices and they probably have a very very strong return policy like if someone's not happy they just replace it and there's a seamless process they have a strong customer support also so this has enabled them to have such high conversion rates and most probably they have launched like a premium line of products that will be higher in quality and higher price too so as you can see there is no big secret in here we know that this type of product will sell we just give them so many variations so that they can combine and you should like if you really will really want to get ranked then understand your whole competitive landscape around you not just who are all of these people who are selling leggings but also how these leggings are being worn and what are the possible clothing combinations to them and how many you know variations we should have terms of whether something could be easily combined into a and into an outfit or not and how we're going to represent this to customers like obviously these are all women so you have to have pretty good strong this aesthetical moment in terms of product images you can't afford to not have good part of images if you're selling wagons and stuff like that so these these are all these small nuances differences that make a brand successful or not so when you see that there are top three products for your system that you want to rank for make sure to visit their listings visit their storefronts to visit their social media pages and understand where all of this traffic is coming from there's a big possibility if they're ranking really a high for search term that is high in volume that they their popularity is coming from elsewhere these guys not only would have to go to their Facebook page they probably have like 2,000 likes or something like that over there so that's the number one way how you use the Amazon search their support the second way how you use them so search test report is to scroll down through the list of search terms and judging by their search frequency rank look for different variations that you could add to your product like for example if you are too late to talk to your supplier to send you Xmas leggings different variations of Christmas motives to your own leggings to sell them this season then you're not late for the next season like for example let's see what Christmas leggings are giving us as a result was coming up yeah very good ideas so you can use this information to prepare better for the next season if you're late for now for example you can see that Christmas is appearing on a couple of places is definitely good trend and obviously we are in the Christmas season soon and it's winter so people are going to buy this Fox leather maternity leggings like an evergreen products like if you have an option to discuss this with your supplier to give you like a good portfolio of maternity leggings and it's a whole different niche that you're going to sell to and people are looking for it let's see some nice yes again Christmas leggings would be one of the most obvious examples that we that we could use to show how this reports being used for leggings for women for winter this is also an interesting thing like if there's a there's a way for you to create something like what as warm as this I can see it has some kind of layer under it to make it really really warm and it's going to sell really well obviously because there isn't a lot of competition for it and cetera et cetera so there the list is endless we have two thousand rolls but you understand the logic behind it because there are a lot of variations for your product that you might have not thought about before and this system report gives you confirmation that how popular that specific variation is so you can use now other external tools like helium 10 and search for the search ones to see how popular this specific search term currently yes like for example I became interested in the Christmas variation so let's see let's use helium can and see I'm going to copy this and paste it over to the magnetic field research tool we'll take a couple of seconds now we're going to get search warrants for Christmas leggings and verified that this new product variation idea does have such one in our targeted market we're going to be receive some information about it within a couple of seconds and here I'm using the same market as I was using in the brand analytics report the USA market let's give it a couple more seconds and now you can see Christmas leggings 52,000 searches per month and this is I'm pretty sure that this is just like a seasonal search not a lot of people are searching for it outside of winter so this is the piece of information that kind of like could be useful for you to like you know that every season there's been fifty thousand searches for Christmas leggings and if you start early you can fight for that ranking in an in a timely matter like when you when you start selling them from November 1st until probably like I don't know end of January that that will be relevant and if you are it's still in stock then you can move your sales over and give them a certain discount move them over to your ecommerce website or do something with it but basically this is a good confirmation for us to know that the Christmas leggings are trending product now so for every brand owner that know that they selling out right now they're looking for product variations this would be a recommendation to enter to their product portfolio but they probably already knew that so if you have something like less obvious and you notice it in your search term report that's where you're going to find it so make sure to persistently be through it and you will see how many creates product ideas for variations come from this search the report so that being said I'm just going to wrap up our today's video and let you know that next week we are going to focus on analyzing the market basket analysis and how you can use it to understand your customers better and their buyer behavior and purchasing behavior online and use that to your advantage thank you for watching and have a lovely season bye bye