Search Query Performance Deep Dive - Sean Stone - Amazon Legends - Episode #284

The episode titled "How to Structure Your Advertising to Drive Consistent and Predictable Results" is a must before this episode.

Dive deep into the world of Amazon PPC ads with Sean Stone, a seasoned digital marketing pro and founder of Stone's Goods. Join us as Sean unravels the intricacies of Search Query Performance, offering valuable insights on relevance checks, strategic decision-making, and harnessing conversion rates for impactful results. From crafting killer campaigns to riding waves on his surfboard, Sean's passion for technology and human behavior adds a unique perspective. Don't miss this exploration of Amazon advertising's nuances. Subscribe for a masterclass in PPC ads and elevate your brand's presence on Amazon.

Takeaways :

• Importance of Data Analysis: Sean emphasizes the significance of analyzing data to make informed decisions about where to allocate resources and advertising spend on Amazon.
• Relevance Check: For existing listings, Sean suggests analyzing high click-through rate (CTR) search terms with at least one purchase to ensure relevance and effectiveness.
• Strategic Thinking: Sellers should strategically consider alternative keywords and opportunities by exploring high-volume search terms that may not have been initially perceived as relevant to their product.
• Search Query Performance Conversion Rate: Calculating the conversion rate by dividing purchases by clicks helps evaluate the effectiveness of keywords in driving actual sales. This metric is crucial for determining the true conversion impact of keywords.
• Competitor Analysis: Sean introduces a method to estimate competitors' conversion rates by leveraging the Amazon top search terms report. This involves multiplying competitors' click and conversion shares to understand how well competitors are performing on specific keywords.
• Use of Proprietary Software: While manual analysis in Excel is an option, Sean mentions the use of proprietary software to streamline and automate the data analysis process, making it more efficient for agencies.

Quote of the Show:

Build success on a solid foundation. Organize campaigns into product portfolios, focusing on the winners. It's simple, not groundbreaking, but brilliantly effective.

Links :

Email: sean@stonesgoods.com

Website: www.Stonesgoods.com

LinkedIn: https://www.linkedin.com/in/sean-stone/

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