How We Boosted NTB Customers with Offensive Product Targeting Using Amazon’s SQP Dashboard
✅The SQP dashboard under Brand Analytics is a hidden gem that can be highly useful for both keyword and product targeting.
✅In the SQP ASIN View dashboard, you can identify the top keywords related to your product. By clicking on each relevant keyword, whether branded or non-branded, you are directed to the SQD (Search Query Details) section, which displays the top 10 products for that specific search query. It also provides details about the search term and shows where your product ranks. From this SQD, you can assess relevant product targets and analyze factors like price and other key metrics.
✅Today, I'll discuss how leveraging the SQP for offensive product targeting helped us boost overall revenue and acquire new-to-brand (NTB) customers.
✅We began testing this strategy in Q4 of last year, launching campaigns using the SQP ASIN View dashboard to analyze offensive product targeting opportunities.
✅After testing and running these campaigns for over nine months, here are some key findings:
👉We created both keyword and product-targeting campaigns using the data from the SQP and SQD. The keyword targeting campaigns did not perform well for our products, and we paused them after a month. However, the offensive product targeting campaigns proved successful.
👉We launched both Sponsored Products (SP) and Sponsored Brands Video (SBV) campaigns. The SBV campaigns were primarily focused on awareness, generating 88% new-to-brand orders.
👉The overall conversion rate for these product-targeting campaigns was around 9%. Additionally, the average cost-per-click (CPC) was $1.96, which is lower than the average CPC for product targeting campaigns, which stands at $2.36.
✅There are multiple analytics dashboards available within Amazon that offer rich data and metrics for analysis. Next, we plan to test the insights from the Product Opportunity dashboards.
✅If you’re interested in more in-depth information on product targeting strategies, be sure to check out our latest article (https://lnkd.in/gSDYW6zj).
