The Amazon Search Term Report is one of the most vital yet often underutilized tools in Amazon PPC advertising. It provides sellers with crucial insights into the actual search queries customers used when their ads showed up or were clicked. With the right approach, this report can be the key to unlocking better ad performance, optimized campaigns, and increased ROI.
What is the Amazon Search Term Report?
The Amazon Search Term Report is a downloadable file from Amazon’s Campaign Manager that highlights which search terms triggered your ads. It goes beyond showing what keywords you’re bidding on — it reveals the real words and phrases Amazon shoppers typed before clicking on your ad.
This means advertisers can differentiate between keywords (what you bid on) and search terms (what customers actually type). This data helps sellers identify high converting terms, remove non-performing queries, and refine their strategy for optimal performance.
Why is the Search Term Report Important?
Understanding the significance of this report allows Amazon sellers to:
- Identify Profitable Search Terms: Discover long-tail queries or unexpected phrases that convert well and add them to campaigns as exact match keywords.
- Eliminate Wasted Spend: Spot irrelevant or low-converting terms and add them to the negative keyword list to reduce wasted ad spend.
- Optimize Campaigns: Adjust bids, keyword match types, or campaign structures based on performance insights from real shopper behavior.
- Improve Organic Search Visibility: Use high-performing search terms in listings to potentially increase organic rankings.
How to Access the Amazon Search Term Report
To download the report, follow these steps:
- Log in to your Amazon Seller Central account.
- Navigate to the “Advertising” tab and choose “Campaign Manager.”
- Select “Reports” from the top menu.
- Choose the report type as “Search Term.”
- Select the date range and your desired campaigns or ad groups.
- Click “Create Report” and then download it when it’s ready.
Analyzing the Search Term Report
Once the report is downloaded, sellers are greeted with a spreadsheet containing valuable metrics like:
- Search Term
- Impressions
- Clicks
- Click-Through Rate (CTR)
- Advertising Cost of Sales (ACoS)
- Conversions and Sales
Focus on terms with high conversions and low ACoS for scaling opportunities, and remove those with high spend and zero sales.
Tips for Using the Report Effectively
- Schedule Regular Reviews: Weekly or biweekly reviews ensure timely updates to your campaigns.
- Harvest Keywords: Move high-performing search terms from Broad or Phrase match campaigns to Exact match for better targeting.
- Use Negative Keywords: Input irrelevant or poor-performing search terms as negatives to improve efficiency.
- Segment Campaigns: Group top terms into individual campaigns to allow isolated performance tracking and bid control.
Common Mistakes to Avoid
Many sellers overlook the power of the Search Term Report due to missteps such as:
- Ignoring long-tail keywords that can convert at a lower cost
- Using only Broad match without checking irrelevant search terms
- Failing to update negative keyword lists regularly
- Not repurposing search terms for SEO-friendly product listings
Conclusion
The Amazon Search Term Report is an essential component of an efficient Amazon PPC campaign. By providing a deeper understanding of consumer behavior and actionable data, it empowers sellers to make informed decisions that maximize profits and campaign performance. From identifying new keyword opportunities to cutting out unprofitable phrases, regular use of this report is a must for any serious Amazon advertiser.
FAQ
- Q: How often should I check my Amazon Search Term Report?
A: It is recommended to check your report at least once a week for active campaigns to stay on top of performance and adjust keywords accordingly. - Q: What’s the difference between a keyword and a search term?
A: A keyword is the term you bid on in your PPC campaign. A search term is the actual phrase a customer types into the Amazon search bar that triggers your ad. - Q: Can I use Search Term Report data for SEO purposes?
A: Yes! High-converting search terms can be incorporated into your product listings to help boost organic search ranking. - Q: Should I add all performing search terms to my exact match campaigns?
A: Not necessarily. Focus on search terms with high conversions and low ACoS. Adding too many can limit exposure and campaign flexibility. - Q: What are negative keywords, and how do I use them?
A: Negative keywords prevent your ads from showing up for irrelevant searches. Use this feature to reduce wasted clicks and improve campaign efficiency.
