Unify your organic and ad strategy with SQP data

Introduction

Kenton Snyder:
Hi everyone, and welcome to today’s Intentwise webinar! I'm Kenton Snyder, and I’m excited to walk you through how to unify your organic and paid strategies using Amazon’s Search Query Performance (SQP) data.

If you’ve ever struggled to align SEO content with ad performance, or if you’ve wondered where your ASINs are falling short in the conversion funnel, SQP data is about to become your best friend.

What Is SQP Data and Why It Matters

Let’s start with the basics. Search Query Performance (SQP) is a report from Amazon that gives you keyword-level insights—covering impressions, clicks, add-to-carts, and conversions—for both organic and paid traffic.

What makes it powerful is the visibility across the funnel. You can see:

• Which keywords are driving traffic but not converting
• Where your ASINs rank organically
• How well your ads are performing relative to organic listings

This allows you to bridge the gap between your advertising team and your content team—something most brands struggle with.

Use Case #1: Identify Drop-Off Points in the Funnel

SQP data helps you identify exactly where a customer drops off in the shopping journey. Say you have a keyword that gets:

• 10,000 impressions
• 3,000 clicks
• 150 add-to-carts
• 40 conversions

That’s a clear funnel leakage problem, and now you can pinpoint whether the issue lies in your title, pricing, imagery, or reviews.

Use Case #2: Find SEO Opportunities Based on Paid Learnings

Another big win: using SQP to inform your organic keyword strategy.

If a paid keyword performs really well, but your ASIN ranks low organically, you now have a clear signal to optimize your content. Update your title, bullets, A+ content, and back-end search terms to reinforce what’s already working via ads.

Use Case #3: Campaign Optimization Based on Organic Rank

We often get asked: “Should I keep bidding on a keyword where I already rank #1 organically?”

With SQP data, you can answer that based on incrementality. If your conversion share goes up significantly when the ad runs—even with top organic rank—you now have a business case to continue.

If not? You can reallocate budget elsewhere. This is precision optimization at work.

Aligning Teams: Content, SEO, and Media

Let’s talk team dynamics.

SQP brings SEO, content, and paid media teams together. When you’re all looking at the same funnel metrics—by keyword, by ASIN—you can finally break down silos and make data-informed decisions across the board.

At Intentwise, we help brands set up dashboards and alerts so every team can act on the same insights, in real time.

Advanced Tip: Combine SQP with AMC for True Full-Funnel Insight

If you’re using Amazon Marketing Cloud (AMC), you can take this even further.

Pair SQP keyword signals with audience journey data from AMC to:

• Understand which keywords lead to new-to-brand purchases
• Map attribution paths across Sponsored Products and Sponsored Display
• See how keyword behavior varies by segment

This lets you fine-tune your campaigns, creatives, and keyword strategy at the most granular level.

Common Pitfalls and How to Avoid Them

Before we wrap, a few things to watch out for:

❌ Don’t rely on SQP in isolation—use it alongside campaign, retail, and content data
❌ Don’t over-prioritize keywords just because of high impressions—conversion rate matters more
✅ Do build workflows that update regularly
✅ Do assign owners to act on content gaps, creative needs, and ad optimization

Closing

Search Query Performance data gives you a unified lens into the true customer journey—from the search bar to the purchase. If you’re serious about connecting the dots between content and media, SQP should be a cornerstone of your 2025 strategy.

Thanks for joining us today! If you’d like a walkthrough of how we help brands activate SQP data, reach out to the team at Intentwise.