Keyword Analytics: which keywords and products get add to carts
Reports → Advertising → Keyword Analytics shows what each search keyword costs you and how many add to carts it brings, for the Brand Analytics periods you pick at the top: choose Week, Month or Quarter, then tick one or more periods of that type (you cannot mix weeks with months, because they would overlap and count the same days twice). With several periods, counts such as cart adds, impressions, clicks and ad spend are added up, and shares and rates are worked out again from those totals, never averaged. It is a set of whole periods, not a date range. Brand Analytics data is available only to brand-registered sellers; see Brand Analytics pages are empty.
By Keyword
The two charts at the top rank the keywords with the most ad spend and the most cart adds (up to 20 each). Click a bar or a row to open that keyword.
The table has one row per keyword:
| Column | What it is |
|---|---|
| Ad Spend | Your Sponsored Products spend on that search term in the period |
| Cart Adds | How many times shoppers added any of your products to their cart after that search |
| Cost per Add to Cart | Ad Spend ÷ Cart Adds. A dash when the keyword has no cart adds |
| ACOS | Ad spend ÷ ad sales for the keyword |
| Click Share, Cart Add Share, Impression Share | Your share of all the clicks, cart adds and impressions on that search, from Brand Analytics |
| Search Volume | How often shoppers searched it in the period |
Click a column heading to sort. The table is sorted by ad spend by default.
Advanced filters
Advanced filters above the charts narrows the table:
- Keyword contains matches part of the search term.
- Min and max boxes for Ad Spend, Cart Adds, Cost per Add to Cart, ACOS, the three shares and Search Volume. Leave a side empty for no limit. Percentages are typed as you see them (type
30for 30%).
Click Apply to filter and Clear filters to reset. A keyword with no value for a column (a dash) is left out once you filter that column. The number next to the button is how many filters are on.
Which products does this keyword work for?
Click View products in a keyword's row (the column right after the keyword). A popup lists every product of yours that got cart adds from this search in the period(s) you picked (added up when you picked several), biggest first. For each product you see cart adds, its share of your cart adds on this keyword, cart add rate (cart adds ÷ clicks), purchases and clicks. A line above the table says how concentrated it is, for example "85% of our cart adds come from 2 products". Click a product to see its own history on that keyword.
Clicking anywhere else on the row opens the keyword's history charts under it (switch with Week, Month, Quarter): cart adds with ad spend, cart add share with click share, and search volume, side by side. Hover a period on one chart and the same period lights up on the others.
Ad spend per product is an estimate. Amazon reports a search term's spend per ad group and which products are in the ad group, but not which product a click went to. In an ad group with one product the spend is exact; in an ad group with several it is split by each product's own spend there. A dash means there was no spend to attribute.
By Product
Choose a product to see the keywords that got that product add to carts in the period (By Product shows one period at a time: the newest one you ticked), with cart adds, cart add rate, purchases, ad spend and cost per add to cart. Click a keyword for the product's history on it.
Reading it
- A keyword with high spend and a high cost per add to cart is expensive for what it brings: check the Insights page for a better product to advertise on it.
- A keyword whose cart adds all come from one product tells you where it works; one spread over many products is a broad term.
- Small numbers move a lot week to week. Compare a few periods in the history charts before acting.
- To act on a search term (negative keywords, bid changes), use Search Terms and Keyword lists.
Still stuck? Ask us from the chat bubble in the corner of the page. Tell us the store, the page and the date range.