SQP-Based Traffic Allocation Decision Rule

A rule for deciding which search terms deserve more ad spend right now versus which need a content fix first, driven by the SQP Funnel Stage Diagnostic (Thumbnail vs. Listing Problem) output for that term.

If brand share holds or rises all the way down the funnel (impression → click → purchase), the term has no unresolved funnel problem — send it more traffic via a dedicated Single Keyword Exact Match Campaign or sponsored brand campaign with its own creative.
If brand share drops sharply at any funnel stage for that term, hold off on driving more traffic to it until the underlying thumbnail/title or listing-content issue is fixed — otherwise the added spend just funds a leak the content hasn't closed yet.

This turns the funnel diagnosis into an explicit spend/no-spend gate per search term, rather than treating an under-performing keyword as always meaning "spend more."

Example: Generic Keywords Can Look Like Wins While Missing Volume

Essential Candy's Amazon Search Query Performance (SQP) Report showed generic, high-traffic terms like "peppermint" and "hard candy" capturing only ~0.05% of their total available search volume for those terms — despite ranking for them "feeling" like SEO success. Illustrates the gap between chasing broad/obvious keywords and actually capturing the volume behind more specific, lower-competition intent terms.

Из тем: PPC Optimization, Analytics & Advanced Targeting