How to Use the Amazon Search Terms Report


Want to know what search terms people use to visit or purchase your product on Amazon?

If yes, you’re in luck. Amazon provides this data through the “Search Terms” report.

In this blog post, we will discuss what the Amazon search terms report is, how to download it, and how to leverage it to improve your product ranking, visibility, and conversion on Amazon.

What is an Amazon Search Terms Report?

The Amazon Search Terms Report provides an exhaustive overview of customers’ queries when they are browsing or purchasing your product on Amazon. This report is accessible through the Amazon Sponsored Ads report.

With the Amazon Search Term Report, you can identify profitable, relevant, and irrelevant keywords/products and use them effectively to enhance your product’s visibility and improve the performance of your ad campaigns.

What is the difference between a Search Term and a Keyword?

How to Download Search Terms Report from Amazon Ad Console?

Step 1: Go to Amazon Advertising Manager and click on “Measurement and Reporting.” You will find the “Sponsored Ads Report.”

Amazon Search Term Report

Or, you can click on “Reports” in Seller Central and select “Advertising Report.”

Amazon Search Term Report

Step 2: Next, click on the “Create Report” button.

Amazon Search Term Report

Step 3: Select the Report Category, either “Sponsored Products” or “Sponsored Brands,” and choose “Search term” as the Report Type.

Step 4: Specify the Time Unit and Report Period for your report.

Step 5: Click on the “Run Report” button.

Amazon Search Terms Report

Finally, Amazon will take some time (depending on the report’s size) and provide you with a download link on the reports page.

What information does the Search Terms Report provide?

An Amazon Search Terms Report provides you with the following data:

  1. Customer Search Term: This is the keyword or ASIN that customers use to find and visit your product detail page.

  2. Campaign Name: This field indicates the name of the advertising campaign within which the search term was triggered.

  3. Ad Group Name: The ad group name specifies the ad group within the campaign where the advertisement for your product is located. 

  4. Targeting: This provides information about the target that led to the search term.

  5. Match Type: Match type indicates whether the search term was triggered from an exact match, phrase match, or broad match target.

  6. Impressions: This is the number of times your ad was displayed to Amazon shoppers when they searched for or viewed products.

  7. Clicks: Clicks represent the number of times shoppers clicked on your ad after seeing it in search results or on product detail pages.

  8. CTR (Click-Through Rate): CTR is the ratio of clicks to impressions and is expressed as a percentage. It helps you evaluate the effectiveness of your ad in capturing the interest of potential customers.

  9. CPC (Cost-Per-Click): CPC shows the average cost you incur each time a shopper clicks on your ad. 

  10. CVR (Conversion Rate): CVR is the ratio of the number of orders to the number of clicks. It helps you understand how well your ad converts clicks into actual sales for a search query.

  11. Spend: This field provides information on how much money you’ve spent on the specific search term within the given campaign or ad group.

  12. 7 Days/14 Days Sales: This column shows the total sales generated within the 7/14 days attribution window. For a seller central account, SP ads have a 7-day attribution window, and SB ads have a 14-day attribution window. For a vendor account, all ad types have a 14-day attribution window.

  13. 7 Days/14 Days Orders:  This column shows the total number of orders placed within the 7/14 days attribution window.

  14. 7 Days/14 Days Units:  This column shows the total number of units sold within the 7/14 days attribution window.

  15. 7 Days/14 Days Advertised SKUs Sales: This field shows the total sales generated within the 7/14 days attribution window for the products specifically advertised for the search term.

  16. 7 Days/14 Days Other SKUs Sales: This column displays the total sales generated within the 7/14 days attribution window for products that were not directly advertised with the search term but might have been purchased by customers who initially clicked on the ad.

How to Effectively Utilize the Search Terms Report

The Search Terms Report provides valuable insights into the search queries used by customers when looking for a product. Here are the two most important actions you can take after analyzing your search terms reports.

1. Identifying high-performing search terms and adding them to existing campaigns

The goal is to discover profitable search terms coming from discovery campaigns, such as auto and broad match targeting, and then target them in the performance campaign using phrase or exact match targeting.

To quickly identify such search terms:

(a) Apply a filter for Order > 1, considering that two orders may be a suitable threshold for harvesting a good term.

(b) Next, filter the list by ACOS < target ACOS for your account.

This will provide you with a list of order-driving search terms with a good ACOS. Now, you can check whether or not you are already targeting them. If not, then you can start targeting them.

2. Identify low-performing search terms and add them as negative targets

In contrast to finding good search terms, you can also utilize the search terms report to identify low-converting search terms and add them as negative keywords in your campaign to reduce wasteful or unprofitable spending.

To identify such search terms, simply apply a filter for Order=0 or an ACOS greater than your Target ACOS.

If you find that these terms have received enough clicks and are not performing as expected, simply add them as negative keywords or products in your campaign.

Ready to get started with Adbrew?

Use Adbrew Automation to automatically identify high performing search term in discovery campaigns and move to performance campaigns.

Additional Use-Cases of Search Terms Report

1. Create a Singular Search Term Campaign

A strategic approach involves setting up a dedicated campaign for highly profitable search terms discovered in the report. This will ensure that you bid and allocate your budget appropriately to capture the best possible market share for these highly important keywords.

2. Optimize Your Product Listings

If you want your Amazon listing to rank higher in organic and sponsored search results for profitable search terms, it is important to incorporate those terms into your listing copy.

By adding those keywords to your product listing‘s title, bullet points, description, and A+ content, you can increase the relevance of your product for those terms and expect a better ranking from Amazon’s algorithm, not just in organic but also in sponsored results.

3. Optimize Backend Search Terms

Backend search terms refer to the keywords you use when listing your product on Amazon. Although these terms are not visible to customers, they are crucial for improving your product’s relevance. By including relevant search terms in the backend, you can enhance your product’s visibility in search results and boost its performance.

Final Thought on Amazon Search Terms Report

In conclusion, the Amazon Search Terms Report is a valuable tool for advertisers to gain insights into customer search queries, enabling them to identify profitable keywords, optimize campaigns, and improve product listings. By distinguishing between high-performing and underperforming search terms, brands can enhance their advertising strategies, maximize visibility, and boost sales on the Amazon platform.

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