{"id":29196,"date":"2025-06-23T10:43:09","date_gmt":"2025-06-23T18:43:09","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29196"},"modified":"2025-06-23T10:43:13","modified_gmt":"2025-06-23T18:43:13","slug":"troubleshoot-your-sales-funnel-with-search-query-performance","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/data-analytics\/troubleshoot-your-sales-funnel-with-search-query-performance\/","title":{"rendered":"Troubleshoot your sales funnel with Search Query Performance","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">One of the daily frustrations for brands is identifying why their product performance shifted.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sure, in your ads data, you can easily compare total impressions to total clicks to total purchases. These metrics give you some sense of where a drop-off in performance might be happening.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But these numbers come without context. You can\u2019t really know to what extent your clickthrough rate is a sign of trouble, for instance, unless you know your product\u2019s clickshare compared to other products like yours.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Same goes for your impression share and purchase share\u2014raw numbers don\u2019t mean a lot without understanding how the rest of the market is faring.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s where the Search Query Performance report comes in.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/why-the-search-query-performance-api-is-such-a-big-deal\/\">written about the Search Query Performance report before<\/a>. It\u2019s an excellent way to identify advertising gaps, such as search terms where you are under-spending compared to your market share, or vice versa.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But the Search Query Performance report also gives you a great way to troubleshoot your marketing funnel.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At what point are your shoppers dropping off? Is the issue with your keywords, with your photos, price, product content, or something else?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Search Query Performance report lets you see your overall market share across impressions, clicks, adds to cart, purchases, and more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And it\u2019s easier than ever to use. Previously, you had to manually download SQP reports from Amazon and use pivot tables to map our trends over time. Now, Intentwise offers a SQP API that brings all of these metrics into an auto-refreshing dashboard in our <a href=\"https:\/\/www.intentwise.com\/agency\/ad-optimizer\/amazon-advertising\">Ad Optimizer solution<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through Intentwise, you can see how your market share across all of these metrics changes over time, and what pricing or image tweaks seem to make the biggest impact on your funnel.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-does-your-search-query-performance-data-really-tell-you-nbsp\"><strong>What does your Search Query Performance data really tell you?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Now, let\u2019s break down what the different possible results from your Search Query Performance report really mean.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Just as Kenton Snyder did <a href=\"https:\/\/www.intentwise.com\/webinars\/unify-your-organic-and-ad-strategy-with-sqp-data\">in our recent webinar<\/a>, we\u2019re going to offer a short guide for interpreting differences in market share across all of your metrics.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If your click share is higher than your impression share<\/strong>: So, let\u2019s start simple. Of those shoppers who search your top keywords, let\u2019s say a disproportionate number actually click your listing.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means your product titles and images are working well. Your listing is jumping out in search results compared to your competitors.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Price could also be a factor here: If your price is lower than many of your competitors, the pricing element, in addition to strong titles and images, could explain why you\u2019re getting so many clicks.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Basically, this is all a good thing. Even though you don\u2019t have the highest share of impressions, perhaps suggesting you\u2019re being out-advertised or outranked, you\u2019re still generating a lot of interest from shoppers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If your click share is lower than impression share:<\/strong> On the flip side, if you get a lot of shopper impressions but not a ton of clicks, you might start to rethink your main photos, your titles, and even your product price.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Something is clearly keeping shoppers from actually visiting your page, even though they\u2019re seeing your product frequently.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s also possible that one reason shoppers aren\u2019t clicking on your listings is that the keywords you spend the most money on aren\u2019t actually your best keywords any longer. Or, at least, they aren\u2019t as well-matched to your products as you had thought.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If your purchase share is lower than click share:<\/strong> If a higher proportion of searchers are clicking over to your product than are actually purchasing from you, this probably means there\u2019s something going wrong with your on-page content.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maybe your reviews aren\u2019t as good. Maybe your descriptions and bullets need improvement. Maybe you need to test out a few new images.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If purchase share is higher than click share:<\/strong> Let\u2019s say you have a surprisingly solid purchase share, even as your impression count is lackluster compared to that of your competitors.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Your product is clearly very compelling to shoppers who do stumble across it, but it\u2019s not getting the reach you would want.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s probably time to increase advertising spend on those keywords.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-you-troubleshoot-trends-with-search-query-performance-nbsp\"><strong>How do you troubleshoot trends with Search Query Performance?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Comparing your market share in impressions, clicks, purchases, and so on certainly helps paint a picture of what might be going wrong.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But how do you figure out whether an intervention you\u2019ve made is actually making an impact?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Luckily, Intentwise&#8217;s SQP solution lets you access trends over time, automatically. Let\u2019s say you raised your price: You can look at how your impression share, click share, and purchase share shifted since that change.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Or say you recently refreshed your images. Want to know how well they worked?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Compare your click share before the image refresh to after the image refresh, and you\u2019ll have a good sense of how compelling shoppers are finding your new aesthetics.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are a few examples of trends you\u2019ll probably encounter\u2014and what those numbers are really telling you.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If your impression share and click share are flat, but your purchase rate is declining:<\/strong> That means your front-end marketing seems to be working well, but you are encountering a newfound conversion rate issue.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Double check to see if something changed on your product page. Did you lose a key badge? Did one of your discounts run out?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If not, the problem may be the written content\u2014you might need to rework your messaging for those top search terms.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If your total impressions <em>and<\/em> your impression share are decreasing: <\/strong>Let\u2019s take another example. \u00a0If your impression share is decreasing alongside your raw impressions, that means fewer people are seeing your product in search results.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You probably want to improve your organic rank for these terms, and maybe you also need to consider advertising more on those search terms (especially if they generate good conversion rates for you).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>If your total impressions drop but impression share is flat:<\/strong> You have a solid list of search terms in your arsenal, and you\u2019re getting in front of shoppers who search those terms. But the overall search volume for those terms seems to be on the decline.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This probably means it&#8217;s time to pick a new set of terms to spend on. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-the-limitations-of-the-search-query-performance-report-nbsp\"><strong>What are the limitations of the Search Query Performance report?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">All of this analysis, of course, happens at only a very high level. With the SQP, you can see how your market share shifts over time, but you can\u2019t see directly which types of shoppers are dropping off\u2014and when.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To get more granular, you need to bring in Amazon Marketing Cloud analysis. With AMC, you\u2019ll be able to directly compare shopper groups, to see if particular shoppers are the reason for a drop-off between, say, your click rate and your purchase rate.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can isolate who clicks your listings versus who actually purchases the product. From there, it\u2019s easy to troubleshoot what specifically is going wrong\u2014and then, of course, to re-target those likely customers who dropped off along the way.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>One of the daily frustrations for brands is identifying why their product performance shifted.&nbsp; Sure, in your ads data, you can easily compare total impressions to total clicks to total purchases. These metrics give you some sense of where a drop-off in performance might be happening.&nbsp; But these numbers come without context. You can\u2019t really [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29197,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[81],"tags":[96,155,240],"class_list":["post-29196","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","tag-mobile","tag-newsletter","tag-search-query-performance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Troubleshoot your sales funnel with Search Query Performance<\/title>\n<meta name=\"description\" content=\"What is your Search Query Performance data trying to tell you about the success of your sales funnel? Here&#039;s our annotated guide.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/troubleshoot-your-sales-funnel-with-search-query-performance\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Troubleshoot your sales funnel with Search Query Performance\" \/>\n<meta property=\"og:description\" content=\"What is your Search Query Performance data trying to tell you about the success of your sales funnel? 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