Instructional Queries
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      Ad Attributed Branded Searches

      Track how ads drive branded searches on Amazon with insights into branded search rate, cost per branded search, and campaign efficiency.

      Ad attributed branded searches

      This dashboard helps you understand how ads are driving branded search behavior on Amazon. It shows the number of branded searches, the branded search rate, spend, cost per branded search, and impressions — allowing you to measure how effectively your campaigns build brand awareness and recall.    

      Dashboard Overview

      Key Metrics Explained 

      • No. of Branded Searches: Total branded search queries triggered by ads.

      • Branded Search Rate: % of branded searches out of total searches.

      • Spend: Ad spend that influenced branded searches.

      • Cost per Branded Search: Average cost paid for each branded search.

      • Impressions: Total ad impressions leading up to branded searches.

      Top Campaigns by Branded Search Rate

      Identifies campaigns most effective in generating branded searches (e.g., Drone Decals Perf+ with 0.24%).

      Campaigns with High Spend

      Highlights where budgets are being allocated, showing whether high spend correlates with higher branded search impact.

      Campaign Performance Table

      • Provides granular breakdown of Branded Search Rate, Cost per Branded Search, No. of Branded Searches, Impressions, and Impressions Cost per campaign.

      • Example:

        • Drone Decals – Perf+ (Only CA and Retention) → 3,151 branded searches at just $1 cost per search.

        • Drone batteries – Remarketing – AMC → Higher spend but lower search efficiency (0.08% branded search rate).

      How it works

      1. Navigate to Intentwise Explore

      2. Go to Queries > Query Library

      3. Search for and add "Ad Attributed Branded Searches" to your saved queries

      4. Fill in the required parameters and run the query (see this article for detailed settings)

      5. Once executed, access the results under the Insights section for detailed metrics and visualizations.

      For more information, refer to our data model.

      Use Cases

      • Measure Brand Lift: Understand whether campaigns are driving incremental branded demand.

      • Optimize Budgets: Identify campaigns with high branded search efficiency vs. wasted spend.

      • Compare Strategies: Test remarketing vs. consideration vs. performance campaigns.

      • Track Brand Recall: Use branded search rate as a proxy for awareness and recall impact.

      Recommendations

      • Invest more in high-branded search rate campaigns (Drone Decals Perf+ in our example).

      • Monitor Cost per Branded Search to balance efficiency with scale.

      • Use remarketing campaigns to reinforce awareness, but validate against incremental branded searches.

      • Regularly review impression costs to ensure you’re not overspending for low search lift.

      Frequently Asked Questions (FAQs)

      What are instructional queries?

      Amazon Marketing Cloud's (AMC) instructional queries provide pre-written SQL code that AMC users can use as is or modify for common measurement and analytics tasks.