Understanding the Search Term Report in Amazon Advertising
In the world of Amazon Advertising, the Search Term Report is one of the most powerful tools at your disposal. It offers a detailed breakdown of how customers are finding your products and which keywords are driving clicks and conversions. This blog post will guide you through what the Search Term Report is, where to find it on Amazon's dashboard, and how to interpret it for optimal ad performance.
1. What is a Search Term Report?
The Search Term Report is a detailed report that shows the exact phrases customers used in their search when they saw or clicked on your ads. It differs from targeting keywords, which are the terms you bid on to trigger your ads. The search term report reveals actual customer behavior, helping you understand which search queries are bringing traffic to your products and which ones are not converting.
By analyzing this report, advertisers can:
Identify high-performing search terms to focus on and potentially increase bids.
Find irrelevant or non-converting search terms to add as negative keywords, avoiding unnecessary spend.
Gain insights into how customers perceive your products, adjusting your listing and targeting accordingly.
2. Where Can You Find the Search Term Report on Amazon’s Dashboard?
To access the Search Term Report on your Amazon Advertising dashboard, follow these steps:
Log in to your Amazon Advertising account.
Navigate to the Reports section.
Select Create Report.
From the report types, choose Search Term Report.
Customize the report by selecting the time range, campaigns, and other relevant filters.
Click on Run Report.
Once generated, you can download the report in Excel format.
3. How to Read the Search Term Report?
After downloading the Search Term Report, you’ll have a comprehensive Excel file with numerous data points. Here’s how to make the most of it:
Step 1: Use Filters and Sorting in Excel
To get actionable insights, start by using Excel’s filter and sort functions:
Filter by Sales = 0:
Use Excel’s filter option to identify search terms that have generated clicks but no sales.
Go to the Sales column, apply a filter, and set it to show only entries where sales are equal to zero.
These are search terms that are eating up your ad spend without yielding results. You can consider either lowering the bids for these terms or adding them as negative keywords to prevent further losses.
Step 2: Analyze High-Converting Search Terms
Once you’ve filtered out the poor-performing terms, focus on the terms that are converting:
Sort by Clicks or Sales to identify high-performing keywords.
These terms can guide you on where to increase your bids or focus your budget for better returns.
Step 3: Discover New Opportunities
Look for search terms that are driving sales but may not have been in your original keyword list. These are potential opportunities to refine your targeting and expand your campaigns.
Conclusion
The Search Term Report is an invaluable tool in optimizing your Amazon Advertising strategy. By understanding where to find it and how to analyze the data using Excel filters and sorting, you can eliminate wasted spend on non-converting terms and focus your efforts on high-performing keywords. Mastering this report will help you refine your campaigns and scale your business more effectively.
