Guide: weekly Search Query Performance as a bid and listing input

Read it like this

Workstream: Brand Analytics & SQP.

What SQP is — and what it is not

Search Query Performance (Brand Analytics) is query-level impression share, clicks, cart adds, and purchases — paid plus organic. The search-term report is paid only. You need both. SQP without harvest is a quarterly slide. Harvest without SQP misses the organic hole ads are covering. Brand Registry is the gate. Without Registry you do not get this report; do not fake it from Brand Analytics screenshots you do not have.

Weekly read on heroes

Impression share down and conversion holds: you lost bid, budget, or Prime-badge stock — check inventory, then bids; do not rewrite the title. Impression share holds and conversion down: listing, price, reviews, or assistant answers — listing pass; ads will not fix a page the shopper will not buy. Purchases down while ads ACOS looks pretty: organic died and ads replaced it (TACOS up) — harvest plus listing, watch TACOS not ACOS.

How it pairs with Alexa for Shopping

Queries where people ask use-case questions and CVR is weak are completeness problems. Put the answer in bullets and Q&A, then keep exact. Raising bids on a query the assistant will cite a rival for is how you rent a click you cannot keep. Workstream: Brand Analytics & SQP. Harvest: weekly SOP.

A 20-minute SQP pass that matches how operators actually write it

Open Brand Analytics → Search Query Performance on the hero ASIN for the last week (and last 4 weeks so you are not reacting to one noisy day). Sort by impressions. For each money query, write four numbers: impression share, click share, cart-add share, purchase share. Then overlay last week’s paid search-term report for the same query. If paid clicks are up and SQP purchases are flat, ads replaced organic — watch TACOS, not ACOS. If impression share fell and conversion held, you lost bid, budget, or Prime-badge stock. If impression share held and conversion fell, the page or the price changed; a bid increase will not fix it.

What not to do with SQP

• Dump the whole query list into a title rewrite. SQP is a diagnosis, not a keyword stuffing brief.
• Treat a third-party “search volume” tool as a substitute. Jungle Scout and Helium 10 estimate. SQP is your account.
• Skip SQP because you are “PPC only.” Paid and organic share the same query. You need both files.

Heroes weekly. The long tail monthly. SQP is slow if you drown in queries you will not bid. Pair the file with the listing completeness guide when use-case questions convert poorly. Then harvest. Then bid. That order is the whole point of a weekly read instead of a quarterly slide.