Grow Your Amazon Market Share with PPC

Grow Your Amazon Market Share with PPC Speaker 1: I think most PPC managers start their days by asking, how did my ads do? But the elite ones, the ones who are really scaling brands on Amazon, are asking a much better question. Which is, did my PPC help me gain or lose market share this past week? So if your PPC does anything, if your PPC gets better or gets worse, it's helpful to know what the market did so that you're not falling behind. So if your sales are down 10% but the market is down 30%, you actually just gained and increased your share of sales relative to everybody else. Search volume changes day-to-day, week-to-week. And when we use search query performance data, it actually tells you definitively, either for your top products, your brand, your individual products, did the keywords where it got displayed On a search, did all these keyword search volume improve or decrease in any particular week? Today on The PPC Den, we're going to break that down. We're going to frame ourselves up to begin to use search volume, market performance as a way for us to understand how we are doing relative to the rest of our competition. So let's jump in there. Here's a quick decision tree that you need. It's actually incredibly simple. When your sales change in your PPC, they will either have gone up or they will have gone down. And you could put in conversions, whatever. But when your sales change, if it went down, the question you want to ask is, did I retain more sales in the market? Meaning, if I lost 20% of sales in a particular week, did the market also constrict by 20%? On the flip side, if your sales are up, you would want to know if you outpaced the market or not so that you don't celebrate something that actually could be a market shrinking for you. So how does one do that? In order to illustrate this concept, we're going to be talking about search query data. You can get your search query data inside Brand Analytics. Inside AdBadger, I'll just show you what I do on a regular basis here. So what we're looking at here is December 2025 versus November 2025. And what we can do here is a couple different things. Number one, I can have all my search queries, I can have my products and my images and I can select from all of my products. In this case, I'm just selecting one. And the first area that's really valuable is search query volume. What's so impactful about this is if you use a tool that gives you sort of keyword approximations, and those are usually third-party extrapolated. On this show before, we've actually looked at like the same keyword searched on Jungle Scout, Helium 10, Merchant Word, like all these AHRFs, all these different keyword research tools. You know, those search volumes that they have are generally approximations. What's cool about this is this is coming directly from Amazon, which is really neat. And what we did here in AdBadger, which I like, is that it shows you search query volume for all of these searches related to this product, week one versus week two, or month one versus month two, so that you can actually see the shift in all the search volume for any particular product. Now, what's really cool about this is that for this product, I've got, you know, 50 terms that I appeared for. And what's cool about this is the combined search volume of all those things is 307,000 in December, and it was 292,000 previously, which means there was 15,000 more searches for this from December to November, which makes sense. So that's a 5% increase in searches for this during this time. And that's pretty neat. So I can see this. So there were 5% more searches We're going to talk a little bit about the market impressions in December versus November. Now the next thing that I would do is I would look at the market impressions. So this makes sense as well. These are the actual impressed products. This is paid and organic. This is just search based. This doesn't include like all the browsing that goes on on Amazon. So from those searches, how many impressions were there? We're going to talk about impressions from time period A versus time period B. So in December, there were 10 million. In November, there were 9.5. That again is a 4.5% increase in impressions. So you can look at the specific phrasing here, but basically from about 300,000 searches, that led to about 10 million impressions, which means all the products that were shown and visible on page loads Across Amazon after something like this was searched is what we see. Now, the next thing that we look at is what was my product's share of impressions. And this includes paid and organic, which is why this data is typically considered more valuable than ranking data because ranking data fluctuates a lot. And this is how many times that people actually like get a chance to load up my product. So my brand impressions here actually went down 13%. So what this is telling me is that I had a higher brand impression share in November and it actually got lower in December. Now this is for a lot of reasons. If you're experiencing, if you're following along and you're seeing your data like this too, what you are probably thinking is, hmm, I either lost some organic visibility or maybe other people increased their bidding and I did not. I didn't lean into the holiday as much as I could have and I ended up with 13% And we're going to be looking at fewer impressions for both paid and organic from December versus November. So I can see my share and like my share of impressions. I can see how that's changed. And then we can get into clicks. So from the 300,000 searches, there were about a hundred thousand clicks. And in fact, I can see click volume increased during this timeframe for these terms. So what does that mean? That means people were searching and the amount of clicks that were generated from those 300,000 searches actually increased quite a bit. So there we go. And then of those, how many clicks did I get from these searches? And my share of clicks actually went down. So I can look at my brand click share. I can look at the actual amount of clicks that I got, but I basically got 30% fewer clicks for these products. So it just gives me a level of experience when I'm interpreting that data. I can see, oh, hmm, there are actually more searches for these keywords, but I actually got fewer clicks. So I wasn't being as aggressive as I could be. So then I can keep moving through. I can look at market conversion rate versus my conversion rate. So then I see here that about 7% of those clicks ended up with a purchase, which is about the same as it was last week, 7.6 versus 7.0. And then I can look at my brand conversion rate of the clicks that I got. So I got fewer clicks, but of the clicks that I did get, I actually converted better on them. So my brand conversion rate increased to 9.5 from 5.5. So it allows you just to see all this data and understand what the market is doing in a really simple way. So the last piece here is like of the clicks that happened, How many purchases were there? We already knew that from the market conversion rate that 7% of all those clicks ended in a sale. What's that actually as a percentage? For me, what did I do? Well, I got 11 purchases from these terms that I was shown for in search. So my brand purchase share of all the purchases that happened for these terms, I actually lost So the whole like share of search, market share is represented by what your brand purchase percentage was of all the possible purchases that happened. How many did I get? So in this case, I got 11 purchases. Out of how many total purchases there were, there were 7,483 purchases, and I got less than a percent of those. A couple of things that I'll just mention in case you're unfamiliar with this data. Search query data includes search, click, buy right away. So if somebody searches, clicks, and then they start a new session, they come back later, they start browsing things like they click on something else, that will not be represented here. So this sort of search click buy is the most representative way of like how you perform in search from searching, clicking and purchasing. And it tells you a lot about your performance. So there's a couple of different ways to interpret like the sample data that we just saw here from this demo, which is we have a situation where there are 5% more searches. However, And there were 5% more impressions for the market for all these terms for this product. However, I actually got fewer impressions. My brand impression share went down quite a bit. When it comes to the amount of clicks during this timeframe, the amount of clicks increased, but I decreased. So basically, this gives me a perspective of my PPC data where I can make better decisions. I can look at my PPC data now and know that, hmm, I lost some market share here and maybe I wasn't going as aggressive as I could with my PPC performance, but it's a way for me to shape and craft my PPC performance. So with the very best relationships that I have with People out there at Badger Nation, when we're talking about their data and we're talking about their results, we're using this data a lot to describe their performance. So we work with a lot of agencies and maybe their clients are wondering, like, why did I have a sales dip? You can come over here and use this data and say, hmm, well, did you know that there were fewer impressions this month versus previous month? And then they, you know, Impressions go up, impressions go down. The amount of times that people search for something changes over time. So you get real actual search volume for all of this stuff now, and you can track that over time. You can compare that timeframe A versus timeframe B and really explain the data. So this is a new data point that you can use to analyze and understand your PPC performance grounded with market share, with market data, which is absolutely fantastic. When you combine this data with ranking data, which I like to use here as well, but when I combine it with ranking data, I can see this and I can begin to understand, was that decrease in clicks a result of something organic happening or something PPC based? So I can start with search query data and see for all these searches, did the volume change? And then I can tap into rank tracking, what the rank was on any particular day, which can fluctuate a lot. And then compare that with my PPC data. It's just a really nice, neat way for me to understand what my data is doing, how it's behaving, what I should do differently. And it's just a great way to be a really good decision maker. At your company, so whether you're working with clients, it's really nice to be able to tell them, hey, our performance on PPC sales went up, sales went down, ACoS changed, so on and so forth. During that same timeframe, Search query volume shifted as well. So the search query volume increased by 5%, but our sales went up by 12%. You outpaced the market. So that kind of information turns a normal Amazon marketer into an experienced one to be able to tell that story. It can be applied towards like top line revenue tracking, bottom line profitability tracking. Having this data is really, really helpful. So I hope you are feeling a little bit more inspired now to use And we're here to help you get data from the market to describe what's going on. So this is how I do it here is how I help people here at AdBadger. If you're interested, be sure to go to adbadger.com and hear a little bit more. Or of course, we have lots of other content, how to get this data directly from Amazon and piecing it together with some spreadsheets. I do like having everything integrated, but dear friends out there and Badger Nation, I hope you have a good one. I hope you're able to better interpret your data as things fluctuate and things shift. Grounding everything with what the market is doing is such a great way to understand your PPC data. Have a good one. I'll see you next week here on The PPC Den Podcast. Unknown Speaker: I've launched campaigns and picked keywords. I've got my bids, set placements too. I've made mistakes, I've made a few. I've had my share of wrong keywords. I'm The PPC Den, my friend. You too are the PPC Den. We're talking about Amazon. No time for medicals, cause we'll fix the game, baby.