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      Search Query Performance (SQP) in Intentwise

      Learn how to access and analyze Amazon SQP data in Intentwise Ad Optimizer and Analytics Cloud. Track query-level performance, optimize ads, and scale insights.

      What is Search Query Performance (SQP)?

      The Search Query Performance (SQP) dashboard provides visibility into how your search terms perform based on shoppers' search behavior. For the selected timeframe, it shows metrics for the top terms linked to your brand catalog or ASINs, such as search displays, clicks, add-to-cart actions, and purchases.

      Note: Purchases and sales totals may not exactly match your overall sales reports, since SQP only covers actions driven by Search. Search queries are selected based on ASIN impressions and clicks during the selected period. Not all queries will be included in the dashboard.

      Search Query Performance in Intentwise

      Intentwise makes it easier to access and use SQP data within your account. Depending on your subscription, SQP data can be accessed either through:

      • Intentwise Ad Optimizer, or

      • Intentwise Analytics Cloud (IAC)

      Prerequisite: SP API access must be granted to access this data. Learn more.

      Availability: Available for Seller accounts only (Sponsored Products). Sponsored Brands data is currently not supported.

      SQP for Intentwise Ad Optimizer

      The Search Query Performance dashboard is available under Insights in Intentwise Ad Optimizer. You can upload up to 50 ASINs to track shopper search behavior and refine your advertising strategy. You can update or remove your selected ASINs anytime.

      How it works

      1. Navigation: Go to Insights > Market Share by SQP inside Intentwise Ad Optimizer. You'll find an option to upload the ASINs here.
      2. Upload ASINs: To add the ASINs, you'll be redirected to Search Query Performance section within Global Settings. Click on the "Upload ASINs" button.
      3. Uploading ASINs:
        1. Download template: Download the excel template to add the list of ASINs.
        2. Prepare file: Upload up to 50 ASINs in the template. If you upload more ASINs than allowed, only the first ones will be used. For future downloads, we'll use the most recent list you uploaded.
        3. Upload file: Once you've made the changes, save the file and upload it here.
      4. Managing ASINs: You can select the ASINs to remove if needed.
      5. Viewing the report: Once enabled, SQP data appears under the Insights tab. You’ll be able to analyze top search queries based on shopper behavior across your selected ASINs.

      Tips: 

      • Rotate your 50 ASINs periodically to get insights across your wider catalog.

      • Focus on high-impression ASINs first to maximize coverage of top-performing queries.

      Use Case-Driven Insights 

      1. Performance Monitoring

        • Track impressions, clicks, cart adds, and purchases for the top queries tied to your catalog.

        • Example: Identify a surge in click share but low purchase share and investigate further.

      2. Market Share Analysis

        • Benchmark your brand's search performance vs. the total market.

        • Example: A low impression share but strong click share suggests strong ad content, but limited reach.

      3. Conversion Rate Optimization

        • Spot drop-offs between click and purchase share.

        • Example: A category seeing high clicks but low cart adds might need pricing or content adjustments,

      4. Product Category Trends

        • Use dashboards to compare performance by category.

        • Example: Racing Drones may show strong CTR but weak purchase share.

      5. Search Query Deep Dive 

        • Zoom in on search queries and their downstream impact.

        • Example: Queries like "Buy Wiser Drone" may show strong CTR but low conversion. Use this to identify content gaps.

      SQP for Intentwise Analytics Cloud (IAC)

      Search Query Performance data is also accessible through Intentwise Analytics Cloud (IAC). The setup process stays the same, but you can now add Amazon Search Analytics as a data source to send the data to your destination. This lets you pull SQP data along with your other retail and advertising metrics to create custom dashboards, automate reporting, and dive deeper into search behavior and performance analysis.

      How it works

      1. Navigation: Go to Intentwise Analytics Cloud > My Connections.
      2. Add Source: Scroll down to My Data Sources and click the "+ Add Source" button
      3. Select Amazon Search Analytics
      4. Choose the account
      5. Enable the reports

      Intentwise Analytics Cloud gives you access to raw SQP data, offering greater flexibility to:

      • Build custom dashboards.

      • Combine SQP metrics with other datasets.

      • Conduct deeper analyses of search term behavior across your catalog.

      You can easily filter, segment, and visualize SQP data alongside other retail, ad, and operations metrics within IAC.

      Frequently Asked Questions (FAQs)

      Where does Intentwise get the SQP data from?
      Intentwise pulls the SQP data directly through Amazon’s SP API.

      Is SQP data available for all ASINs?
      Only up to 50 ASINs can be selected per brand at a time in Intentwise at this time.

      Can I update my selected ASINs after enabling SQP?
      Yes, you can remove existing ASINs and add new ones as needed.