How to use search term report to scale your Amazon PPC campaigns

Amazon Search Term Report, what is it, where you can find it and how to download it?

It is fortunate to become visible within millions of products on Amazon. It is so crucial to know about what shoppers are searching for so that you can increase the product visibility. But how? Luckily Amazon does provide this information in terms of advertising reports and one in particular called the Search term report.

In this article we're going to be looking at defining the search term report, what is it where you can find it and how to download it, and I am going to give you three ways to actually use this report to get you more exposure on the Amazon platform.

What Is Amazon’s Search Term Report?

So firstly what is a search term report? This is a type of advertising report that Amazon gives you that contains all the search terms that your customers have searched, found, and bought your products with, and it's your goal to try and identify these terms, so you can optimize your PPC campaigns as much as possible.

So firstly where to find this search term reports? If you're inside your seller central account just navigate to the advertising tab and click on campaign manager.

Once inside campaign manager or the new advertising console click on the left-hand column and just click on the reports tab, and create a report.  

All you have to do is click create report, now from here it will give you a number of options depending on the campaign type that you're running.

But if you're running Amazon sponsored products, just click sponsored products then the report type you want, here it is a customer search term report. Click on the search term drop down, and for the time unit we usually go for daily and for a standard reporting period. We'd select the last 30 days you may wish to change the name of this report, copy it to an email or set recurring downloads. All you need to do now is click run report. Once this report has been processed it will download in an Excel format.

So a point to note here is that Amazon search term reports only go back as far as 60 days. You won't be able to get your data anything beyond that . So make it a priority to either download these on a regular basis or set recurring downloads. Once this report has downloaded simply open it up in the Excel format. We will use the filter function to interrogate the search term report by column and by set criteria.

The main data that we tend to look at after sales are the impressions, clicks, click-through rate, cost per click and spend. The number one goal when interrogating search term reports is to generate enough data to help you make an informed decision. You want to try and identify those relevant keywords that have converted into sales and those irrelevant keywords that have just drained your ad budget. The two characteristics that help us do this are conversion and relevancy.

3 Ways To Maximize Your PPC Campaigns

There are three ways you can actually use this report to maximize your PPC campaigns and increase the exposure of your products.

1. Optimize your existing PPC campaigns

The first way here is to optimize your already existing Amazon ad campaigns. From the report find the search terms that have multiple conversions and which generated sales. Start with the best one or two performing search terms and add them to your exact match campaigns. Monitor your rankings for these keywords and optimize on a weekly basis. Your aim here is to get down to your breakeven ACOS and simply rinse and repeat this process for the next series of keywords.

Next we would look at non-converting but still relevant keywords. If these type of keywords continue to attract sales we recommend pausing this in your campaigns for seven days to allow for any sales attribution to catch up. The next time you come to optimize you will have two choices, if sales have come through you can either unpause that keyword or if sales haven't come through simply archive.

The next is irrelevant keywords that are simply just hurting your campaigns and wasting you money. What we want to do here is negative exact these keywords. By doing this process we can simply eliminate any future wasted ad spend.

2. Optimize your Amazon product listing with super relevant search terms

The second thing we want to do is optimize your listing with these super relevant and converting search terms. The more you can optimize your listing with, the exact customer search terms that people are searching finding and buying your product with the more specific you're going to be and the more relevant to any future shopper.

It is so important that you have your top performing keywords in your product listing so that your ads are shown to the right audience. In particular, you want to make sure that the most important terms are at the start of your product title. Your title is the first things your audience sees when they find your listing. It determines whether your product is relevant to their needs and whether they should click on that listing. Make sure your product offering is as compelling as possible. By ensuring that your additional product images your bullet points your product description and your a plus content are engaging and persuasive. By improving the way that your product listing converts will increase the way that your ads convert it's that simple.

3. Optimize your backend search terms

The third thing you can do is to optimize your backend search terms. Back-end keywords and search terms are terms that appear in the back end of your listing. Shoppers will never see these terms on your page, but your page will still rank for them. These backend terms are crucial to helping your product listings and appear in more search results. So use the search terms to target your back-end keywords to boost your product's relevance and gain more organic traffic. Ensuring that your ad will be shown for a particular keyword.

Conclusion

Search term report is by far the best way to get the data that you need to tell you what your customers are searching finding and buying your product with, and you can use this data to maximize what you should be spending your money on in your campaigns and what you shouldn't be spending money to optimize your ads as much as possible. Lastly make sure you're using these exact terms in your product listing and optimize it as much as possible to get the highest conversion and the most relevant searches.

Taib Bilal

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m19
May 16, 2022
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