Google Keywords Analysis

Understanding which Google keywords drive traffic to Amazon listings has used to be a mystery. With the Google Search report in Shopper Intelligence, you’ll finally have answers. Bringing external traffic into Amazon remains an innovative strategy to rank better on Amazon and build a competitive advantage. Arguably, one of the most valuable external channels of traffic is Google search: the voice of the consumer. Now you have the ability to optimize your Google SEO and SEM to maximize your strategy on Amazon.

 

 

Try the Report!

 

What is the Value?

Understanding what traffic sources are driving visibility to your products or to your competitors' products on Amazon is crucial to your marketing strategies and product optimization efforts. With the Google Search report, you have access to detailed, keyword-level insights to guide optimization efforts. You’ll gain the ability to:

1. Pinpoint High-Impact Keywords: Identify top-performing Google keywords driving traffic to Amazon product pages and competitors’ listings.
2. Uncover Opportunities: Spot traffic and market share gaps, targeting high-performing keywords for organic or paid campaigns.
3. Analyze Competitor Strategies: Understand competitors' success metrics (organic vs. paid traffic) for smarter bidding and targeted efforts.
4. Foster Cross-Team Alignment: Enable collaboration between marketing and e-commerce teams with insights tailored to specific categories and competitors.
5. Breakout Organic and Paid Traffic: Toggle between Organic, Paid, or All Traffic for precise analysis.

 

How to Find It?

Within the Shopper Intelligence platform, the report is called Google Search and can be found within the Traffic Sources module. 

1. In the upper right corner, feel free to adjust the parameters of the report such as the Amazon country filter and date range.
2. In the upper left corner, you’ll see where you can select the Brand you wish to analyze, as well as the Categories that brand sells products under. You can select a specific category to view the keywords driving traffic to a specific product. (Note: some users may see “All Categories” as an option, which allows you to view all product categories the brand sells within.)

 

How to Use It?

The report provides the top keywords driving traffic from Google search to the selected brand PDPs on Amazon, depending on product category, domain, and time frame selected. 

Along with being able to select between organic traffic, paid traffic, or all traffic, below are the metrics in the report that illuminate a brand’s Google keyword strategies. 

1. Keyword Click Contribution: The percentage of the selected brand's total clicks that come from a specific keyword
2. Brand Traffic Share: The percentage of total traffic for a specific keyword that is captured by the selected brand in Google
3. Branded: Showcases whether the keyword is associated with the target brand.
4. Top Brand Traffic Share: The top-performing brand and the total percentage of traffic captured for a specific keyword

 

FAQs:

Q: How can I see overall traffic driven from Google Search to my brand on Amazon?

In the platform, you can go into Marketing Channels within the traffic sources section and look at ‘search’ in the external channels.

 

Q: Can I click on the keyword to see more detail?

Currently, you can view the list of keywords and the metrics but cannot double click into the keyword. For more information on the overall keyword or keyword list, check out our Search Intelligence suite of reports.

 

Q: What if I see a non-branded keyword classified incorrectly as a branded keyword, or vice versa?

We are always looking to improve our models. If you find any discrepancy that you want corrected, please bring it up to your Account Manager or your Client Success representative and we’ll investigate the issue and make changes if needed.