Unlock the Insider Strategy: Outrank Competitors with Relative Conversion Rate Targeting Using Amazon Brand Analytics

If you’re looking to elevate your Amazon FBA game and master keyword bidding like a pro, here’s an insider tip that goes beyond conventional strategies: focus on keywords where your brand’s relative conversion rate outshines the market average. By leveraging Amazon Brand Analytics (ABA) and shifting your approach to click-based conversion rates, you can pinpoint high-opportunity keywords and optimize your ad spend for maximum ROI.

This technique isn’t widely discussed, but it’s one of the most powerful methods for driving conversions and dominating your niche.

Why Relative Conversion Rate (RCR) Matters

Conversion rates are the ultimate indicator of how well your product meets customer expectations for a specific search query. A relative conversion rate analysis helps you uncover keywords where your product consistently outperforms the market in converting clicks to purchases.

Why This Strategy Works:

1. Data-Driven Focus: By analyzing actual conversion performance, you move beyond guesswork or relying solely on high search volume.

2. Higher ROI: Targeting high-performing keywords ensures that your ad spend goes to terms that deliver results.

3. Competitive Advantage: Your product already resonates with shoppers searching these terms—boosting visibility amplifies this success.

The Step-by-Step Guide to RCR Targeting

1. Extract Relevant Data from Amazon Brand Analytics

Log into your ABA dashboard and navigate to the Search Query Performance Report. Focus on these key metrics:

• Clicks (Total): Total clicks the keyword received across all products on Amazon.

• Purchases (Total): Total purchases resulting from those clicks.

• Your Clicks: Clicks your ASINs received for that keyword.

• Your Purchases: Purchases of your product from those clicks.

Formula to Calculate Conversion Rates:

• Market Conversion Rate = (Total Purchases ÷ Total Clicks) × 100

• Your Conversion Rate = (Your Purchases ÷ Your Clicks) × 100

2. Identify High-Potential Keywords

The goal is to find keywords where Your Conversion Rate is higher than the Market Conversion Rate. These are your sweet-spot opportunities.

Example:

Keyword	Total Clicks	Total Purchases	Your Clicks	Your Purchases	Market Conversion Rate (%)	Your Conversion Rate (%)
“Reusable Water Bottle”	5,000	500	300	45	10%	15%
“Eco-Friendly Tumbler”	4,000	400	200	20	10%	10%

Target Keyword: “Reusable Water Bottle” (Your Conversion Rate: 15% vs. Market Conversion Rate: 10%).

3. Create Focused Ad Campaigns

For keywords where your conversion rate outperforms the market, increase your bids to maximize visibility:

• Exact Match Campaigns: Prioritize these keywords with exact match targeting for optimal results.

• Adjust Bids: Increase your bids to capture more clicks and maintain visibility for these high-value terms.

• Refine Targeting: For lower-performing keywords (e.g., where your RCR is below the market average), reduce bids or pause campaigns.

4. Optimize Your Listings for High-Converting Keywords

Even with a high RCR, your product’s success depends on a compelling listing. Ensure your:

• Images and titles highlight features that match the keyword’s intent.

• Descriptions and bullet points reinforce why your product is the best choice for shoppers searching that term.

Pro Tip: Use the Search Query Performance Report to spot discrepancies. If clicks are high but purchases are lagging, refine your listing or consider additional discounts, bundles, or social proof.

5. Monitor and Scale

Regularly revisit your ABA data to ensure your keyword strategy remains aligned with marketplace trends:

• Identify shifts in RCR and adjust your bids accordingly.

• Monitor seasonal or trending keywords where your RCR spikes, signaling new opportunities.

Example: If "Reusable Water Bottle" shows a seasonal surge in clicks and your RCR remains strong, allocate more budget during peak periods to maximize sales.

Why This Insider Tip Works

Focusing on relative conversion rate ensures that your budget is spent on keywords where you already excel. Unlike traditional methods that prioritize search volume or impressions, this approach guarantees you’re bidding on terms where your product can outperform competitors.

By targeting click-to-purchase metrics, you uncover keywords that:

• Have real purchasing intent.

• Deliver higher ROI for your ads.

• Provide a competitive edge over other sellers.

Conclusion: Turn Insights into Profit

Using ABA to identify and bid on high-conversion keywords isn’t just smart—it’s transformative. By zeroing in on keywords where your RCR is stronger than the market, you’re capitalizing on data-driven opportunities to grow your Amazon business.

Ready to start implementing this strategy? Dive into your ABA dashboard, crunch the numbers, and unlock the hidden potential of your campaigns today!

Call to Action: Need help executing this strategy or refining your Amazon ads? Let’s connect and make your campaigns perform at their best! Schedule a call with an expert now.