You can find three graphs and tables under Search Optimization > Brand for key insights around a brand's on-site search on Amazon:
The Product Clicks graph displays the distribution between paid and organic clicks for the selected domain, brand, and time frame.
Tip: Use this graph to understand how aggressive you should be with your paid strategy.
The Branded vs. Non-Branded Searches graph displays the percent of clicks on the selected brand’s product pages, resulting from branded vs. non-branded searches. A search is defined as 'branded' if more than 70% of clicks, from July 2019 until last month, ended up on a specific brand's product pages.
The graphs present three types of clicks:
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Branded - Selected Brand: Percent of clicks on the selected brand’s product pages, resulting from the selected brand’s branded searches (i.e., more than 70% of clicks, from July 2019 until last month, ended up on the selected brand’s product pages)
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Branded - Other Brands: Percent of clicks on the selected brand’s product pages, resulting from other brand’s branded searches (i.e., more than 70% of clicks, from July 2019 until last month, ended up on other brand’s product pages)
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Non-Branded: Percent of clicks on the selected brand’s product pages, resulting from non-branded searches (i.e., less than 70% of clicks, from July 2019 until last month, ended up on a specific brand’s product pages)
The Top Keywords table uncovers the keywords the selected brand got the most clicks for.
In the table, you can analyze:
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Brand Clicks: For the searched keyword, the number of unique clicks on the selected brand’s products in the selected domain and time frame. If a consumer clicked on the same product twice in the same 30-min session, it is counted as one click.
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Organic vs. Paid: For the searched keyword, percent of paid clicks on the selected brand’s products, in the selected domain and time frame.
Paid clicks include any product view originating from a sponsored search result
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Total Clicks: For the searched keyword, the number of unique clicks on products in the selected domain and time frame. If a consumer clicked on the same product twice in the same 30-min session, it is counted as one click.
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Brand Share: For the searched keyword, percent of clicks on the selected brand’s products in the selected domain and time frame
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Brand Avg. Unit Price: For the searched keyword, the average unit price of the selected brand, in the selected domain and time frame
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Other Brand Avg. Unit Price: For the searched keyword, the average unit price in the selected domain and time frame, excluding the selected brand.
Shopper Intelligence > Search Optimization > Brand
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