Cerebro Video: How to Compare How Organic and Sponsored Rank Relates to Being the Top Clicked Product

Why Comparing Organic and Sponsored Ranks Matters

As an Amazon seller, advertising is likely one of your largest expenses, second only to inventory and shipping. But are you getting the most out of your ad campaigns? Understanding how your organic and sponsored ranks impact clicks and conversions is crucial to optimizing your strategy and reducing wasted ad spend.

Key Insights from Comparing Ranks

By analyzing the relationship between your product’s organic rank, sponsored rank, and click-through rate (CTR), you can:

• Optimize Ad Spend: Focus on campaigns that genuinely boost visibility and sales.
• Prioritize Keywords: Identify keywords where organic ranking is more critical than advertising and vice versa.
• Understand Conversion Drivers: Determine whether clicks and conversions are driven by your organic presence, sponsored position, or both.

How to Analyze Organic vs. Sponsored Rank

1. Access the Data in Cerebro:

   • Open Cerebro and find a product’s keyword data.
   • Click on the graph icon next to the ABA Total Click Share figure. (If “N/A” appears, it means Amazon Brand Analytics data is unavailable for that keyword.)

2. View Click and Conversion Share:

   • Focus on the columns labeled Click Share and Conversion Share.
   • This data shows the top three clicked and purchased products for a given keyword, directly sourced from Amazon.

3. Compare Organic and Sponsored Rank:

   • Look at the Organic Rank Average and Sponsored Rank Average columns.
   • This comparison combines Amazon’s click and conversion data with Helium 10’s keyword tracking to give a holistic view.

When Organic Rank Matters More

In some cases, you’ll find that products with strong organic ranks dominate clicks and conversions, even if their sponsored positions are weaker. For these keywords:

• Invest in SEO: Optimize your listings to climb organically.
• Reduce Ad Spend: Focus more on organic strategies if advertising is not driving significant results.

Making Data-Driven Decisions

• Should you invest heavily in advertising? If sponsored rank drives clicks, advertising investment is worthwhile.
• Is organic ranking more important? If clicks and conversions correlate with a strong organic position, prioritize SEO efforts.
• Which keywords need both efforts? For highly competitive terms, maintaining strong positions in both organic and sponsored results may be necessary.

How This Can Make You Money

• Smarter Budget Allocation: Direct your ad spend to keywords where sponsored rank impacts clicks.
• Improved Conversion Rates: By targeting the right keywords, you can focus efforts on those that drive the most sales.
• Better ROI: A balanced approach to organic and sponsored ranking ensures you’re maximizing return on investment (ROI).

By understanding which ranks drive clicks and conversions, you can optimize your strategy, cut unnecessary costs, and boost profits. Start using these insights today to outsmart competitors and dominate your niche! 🚀