Introduction
Every seller wants more profitable ads and less wasted spend. The key?
Precision targeting.
And the best way to get there is by combining Amazon’s Search Query Performance Report (SQPR) with Single Keyword Campaigns (SKCs) — a powerful one-two punch for sellers who are ready to scale smarter.
In this article, we’ll walk through why this strategy works, how to set it up, and how to monitor results.
What Is the SQPR?
The Search Query Performance Report is a brand-exclusive data set found in Amazon Brand Analytics.
It provides performance metrics by search term for your products, including:
- Impressions
- Clicks
- Add to Carts
- Purchases
- Conversion rates
You’ll see which keywords actually drive revenue — not just traffic.
Why Most Sellers Miss the Opportunity
Sellers often rely on PPC or keyword tools alone, but they miss the organic intent data that SQPR reveals.
This data shows you:
✅ Which keywords you’re winning on
❌ Where you’re leaking conversions
📉 Where you’re getting views but no sales
That’s where Single Keyword Campaigns come in.
What Are Single Keyword Campaigns?
SKCs are ad campaigns with just one keyword per campaign.
Benefits include:
🎯 Laser-focused targeting
📊 Clean performance data per keyword
💰 Tighter budget control and easier bid optimization
🔍 Better alignment with real-world buyer intent
Why Pairing SQPR with SKCs Works
This strategy allows you to:
- Use real buyer search terms from your SQPR
- Build a dedicated campaign per high-intent keyword
- Closely monitor CTR, CVR, ACOS, and sales per term
- Optimize faster — without data noise from other keywords
It’s data-driven Amazon selling at its best.
Step-by-Step: How to Build the Strategy
Step 1: Pull Your SQPR
Log in to Brand Analytics > Search Query Performance.
Export data at the ASIN level, and filter by:
- High impression
- Moderate-to-low conversion
- High click share but low purchase share
These are opportunities to improve.
Step 2: Identify “Hero” Keywords
Look for:
- Keywords with proven purchase volume
- High CTR but underperforming sales (indicates listing issue or ad opportunity)
- Queries aligned with your unique selling proposition
Step 3: Launch a Single Keyword Campaign
Create a Sponsored Products campaign with:
- 1 exact match keyword
- 1 or 2 highly relevant SKUs
- Controlled bids
- Manual placement boosts if needed
💡 Tip: Name your campaign with the keyword for easy tracking.
Step 4: Track & Optimize
Monitor performance daily:
- Low impressions? Raise bid or increase relevancy.
- Low CTR? Check main image and title.
- Low CVR? Audit listing or pricing.
This level of granularity gives you control most sellers never get.
Common Mistakes to Avoid
❌ Launching too many SKCs at once — start with 5–10
❌ Ignoring listing quality — SQPR helps, but listings must convert
❌ Using broad or phrase match — only use exact match to stay clean
❌ Setting and forgetting — SKCs need active bid tuning
Case Study: Beauty Brand Using SQPR + SKCs
- Used SQPR to find 12 high-opportunity keywords
- Launched SKCs with $10/day budgets
- Optimized listings for top terms
- Result:
- 27% increase in CVR
- 31% drop in ACOS
- 19% lift in total revenue in 30 days
Pro Tips
📌 Use Sponsored Brands or Display campaigns to retarget users who clicked but didn’t buy.
📌 Use SQPR monthly to rotate in new terms and refresh ad focus.
📌 Layer SQPR data with PPC search term reports for a complete picture.
Final Thoughts
If you’re tired of bloated campaigns and guessing games, the SQPR + SKC strategy is your next move.
It gives you:
✅ Crystal-clear keyword insights
✅ Tactical PPC structure
✅ Better ad performance
✅ Improved listings aligned with real search terms
Want Help?
At Marketplace Valet, we specialize in helping brands extract actionable insights from data.
📊 We’ll interpret your SQPR
🎯 Build a keyword strategy
🚀 Launch and manage your SKCs
💡 Optimize listings for conversion
📩 Email: justin@marketplacevalet.com
🌐 https://marketplacevalet.com
