You have access to Search Term Insights report via https://ad-optimiser.metoda.com/report. You can login with your metoda account (email and password). 

 

IMPORTANT NOTE: 

  • As Amazon does not grant access to live performance data, the costs/revenues shown for the latest two days are not yet final and should not be included in performance analysis. 

  • Only campaigns/search terms which have generated at least one click are included in our reporting. This leads to differences in impressions compared to Amazon, as campaigns and search terms without clicks are not included in our reporting.

  • Only campaigns which are managed by metoda are included in our report according to “metoda created” campaigns in Campaign Insights report .

 

1. SCOPE OF THE REPORT

With the Search Term Insights report the performance of your campaigns can now be evaluated according to search term type. This means you can review KPIs like revenue and costs clustered by branded, competitor and generic search queries. With only a few clicks you get answers to important questions like "How much revenue is generated by branded keywords?".

 

The search term data is aggregated on a monthly basis plus you can get insights for the current month. Moreover, the historical data is accessible from the initial onboarding of the metoda campaigns until present. Therefore, you are able to see the development of all advertising KPIs per search term type over the entire campaign duration.

The report also gives insights which brand expressions (brand names in search terms) are the most relevant in the customer search process on Amazon.

 

2. REPORT SETTINGS

An individual onboarding process enables to set up an exact brand mapping and search term classification. During beta phase, an initial setup has been made for you by our Customer Service Team. All attributions can be adapted anytime and all historical data will be recalculated and updated within just one day. You can view the classification and brand mapping details on the "Search Terms" tabs. For adaptations just reach out to your metoda contact.

 

 

Basis for the report settings is an automatically generated list of brand names as they are listed on Amazon related to your campaigns.

 

Own brands (search term type “branded”) are identified from all brand names listed on Amazon product pages for all of your advertised products, if the related campaigns have generated clicks and thereby, costs. All other brands are identified by collecting brand names from ASINs which have been targeted successfully (generated costs) by your campaigns. This list is updated every day, but it could be that relevant own or competitor brands are missing. These brand names can be added manually. 

 

Tips & Tricks: The “Search Terms” tab in the report helps you identifying missing own or competitor brand names. You can filter search term type “generic” and verify which of the listed search terms contain a brand name that should be classified as branded or competitor. Therefore, the KPIs serve as relevance indicators.

 

Also misleading brand names can be classified as generic as they could significantly distort the results. Example:  Brand name “Home”  is listed in the report settings list as there are some products listed for this brand name. The brand name “Home” is classified as search term type “other” by default. Consequently, all search terms containing the word “home” are included in the results for search term type “other” although most of them are generic. Many found brand names listed on Amazon which are obviously no brand names like “Unknown” or “No brand” are automatically identified by our systems and classified as generic in various languages.

 

 

3. REPORT STRUCTURE

The Search Term Insights report is divided into two tabs with several sections. 

 

Tabs

  • Overview

  • Search Terms


Sections

  • Filters

  • Content

    • Tables

    • History Charts 

The tabs and sections are explained in further detail below. 

3.1 TAB - OVERVIEW

The Overview includes a matrix table that gives you an overview on the most important KPIs listed by Search Term Type. With the help of the drill-down or expand hierarchy function (left corner above the table → see also 4. for general functions of the report) you have the possibility to view the KPIs aggregated for each brand name included in a search term. Two comma separated brand names indicates that both brand names are included in the related search terms.

 

3.1.1 FILTERS

Use filters in order to analyze the Ad Optimiser KPIs for a specific part of your campaigns. The KPIs in all further sections will adjust according to the filters that have been set. 

 

Month

Use the calendar functionality or the date picker in order to choose the period you want to analyze (multiselect)

Country

Filters by country (singleselect)

Entity

Filters by entity (singleselect)

Category 

Filters by category that you have defined in Ad Optimiser campaign manager. These will be displayed in Ad Optimiser report (multiselect).

Campaign type

Filters by campaign type  (multiselect), possible types are:

- SPA (auto)

- SPA (manual)

- SPA (target)

- SBA

Display Values

You can change settings whether you want to display absolute or relative values. Default setting is “absolute”. 

 

 

3.1.1 TABLE - PERFORMANCE BY SEARCH TERM TYPE

This table gives an overview on the performance KPIs according to search term type. With the help of the hierarchy function (left corner above the table name, middle and left button) you have the possibility to show all elements on next hierarchy level. Second hierarchy level shows the brand names which are included in the related search terms.

 

Search Term Types:

 

Search Term Type

Definition


Search terms containing…

branded

brand names classified as own customer brands

competitor

brand names classified as competitors

can be used to display direct competition

other

brand names which have not been classified manually as „branded“   or „competitor“ are classified as „other“ per default

generic

not a brand name or ASIN (e.g. plate)

ASIN (branded)

an ASIN which refers to a brand name classified as “branded”

ASIN (competitor)

an ASIN which refers to a brand name classified as “competitor”

ASIN (other)

an ASIN which refers to a brand name classified as “other”

ASIN (unknown)

an ASIN for which no brand name could be identified on Product Page

ASIN (not matched)

an ASIN that has been classified as generic or that refers to a brand name that has not been classified yet.

 

 

KPIs:

 

KPI

Definition

Costs

Total amount of money that has been spent on your campaigns.

Revenues

Revenue attribution differs between vendors and sellers and for different campaign types: 


Vendors, SPAs: Revenue is attributed to a campaign whenever a shopper, who clicked on an ad, purchases any of your brand's products from the same category from Amazon during the 14 days after clicking the ad.

Vendors, SBAs & PDAs: Revenue is attributed to a campaign whenever a shopper, who clicked on an ad, purchases any of your brand's products from the same category from Amazon or a third-party seller during the 14 days after clicking the ad.


Sellers, SPAs: Revenue is attributed to a campaign whenever a shopper, who clicked on an ad, purchases any of the seller's products during the 7 days after clicking the ad.

Vendors, SBAs & PDAs: Revenue is attributed to a campaign whenever a shopper, who clicked on an ad, purchases any of your brand's products from Amazon or a third-party seller during the 14 days after clicking the ad.

ACoS

Advertising cost of sales is the ratio between costs spent on ads and revenues attributed to those.

Impressions

Whenever an ad is displayed to a shopper, an impression occurs. The impressions KPI counts how many times your ad has been displayed.

Clicks

Whenever a shopper clicks on an ad, a click occurs. The clicks KPI counts how many times shoppers have clicked on an ad. You only pay for clicks, not for impressions.

Conversions

Whenever a shopper buys any of your products on Amazon during the 14 days after clicking your ad, a conversion occurs. The conversions KPI counts the number of products that the shoppers bought during the 14 days after clicking your ad. Beware that this might not be the product you have actually advertised, but any other of your products in the same Amazon category.

CTR

The click through rate (CTR) is the ratio of how often shoppers click on your ad when it is shown.

CR

The conversion rate is the ratio of how often shoppers buy any of your products after clicking your ad (number of conversions divided by number of clicks).

CPC

 Average Cost-per-Click or CPC is the average amount which you have spent per click. It is calculated by dividing total spend by the total number of clicks.

 

 

3.1.3 DEVELOPMENT OF KPIS BY SEARCH TERM TYPE

The same KPIs as in the above table are displayed in 9 history charts by Search Term Type in their development over time.

 

3.2 TAB - SEARCH TERMS

The Search Terms Tab includes a slightly different filter section and a table with all search terms listed with Search Term Type and KPIs as performance indicators. All KPIs are aggregated over whole Ad Optimiser contract duration.

 

3.2.1 FILTERS

 

Country

Filters by country (single select)

Entity

Filters by entity (single select)

Search Term Type

Filters by Search Term Type (multiselect), possible types are:

- branded

- competitor

- other

- generic

- ASIN (branded)

- ASIN (competitor)

- ASIN (other)

- ASIN (unknown)

- ASIN (not matched)

Campaign type

Filters by campaign type (multiselect), possible types are:

- SPA (auto)

- SPA (manual)

- SPA (target)

- SBA

Search Term

All related search terms are listed and can be filtered (multiselect).

Brand

Lists all brand names which have been mapped and classified (multiselect)

 

 

3.2.2 TABLE - SEARCH TERMS

This table lists all search terms with their search term type. For all search terms containing a brand name, the unified brand name as defined by user during report setup is shown. For all search terms containing an ASIN, the URL links to the Amazon product page, if available. Moreover, the table displays all Ad Optimiser KPIs aggregated over the whole timespan. 

 

 

 

 

 

4. GENERAL FUNCTIONS OF THE REPORT 

  • Clicking on headlines of columns activates sorting (A-Z), clicking again sorts Z-A.

  • Clicking on a certain table field, a graph or a label in a graph, you can highlight the selected element. Click again to remove the highlighting.

  • Filtering: by clicking the desired value, click again or use the rubber symbol in order to clear filters

  • Multiple selection: you can select multiple items by pressing "ctrl" on your keyboard and clicking on the items

 

 

Above the tables and visuals, several buttons allow you to further analyze data. Hover above the table to see them. 

      1.   2.     3.                                                                                      4.     5.      6.     7.

 

1. Drill-up: Go to the hierarchy level above.

2. Drill-down: Go to the next level in the hierarchy .

3. Expand all down one level in the hierarchy.

4. Enable Drill-mode: Now you have the option of drilling down one row at a time or expand all sublevels of one selected element.

5. Shows filters and slicers affecting this visual

6. Focus mode: can be used in order to zoom into a specific table or graph.

7. More Options:

Export data: you can download data into an Excel- or CSV-file (export can take several seconds). You have two options: 

                        - Summarized data: data as shown in the table

                        - Underlying data: all data from the whole report