Problem
Amazon’s standard search term report aggregates data across all advertised products within an ad group. However, advertisers often promote multiple products in the same ad group, making it difficult to determine:
Which search term is performing well (or not) for a specific product?
How a search term performs across different ad placements (Top of Search, Product Page, or Rest of Search)?
Without this visibility, advertisers struggle to optimize their campaigns effectively.
Solution
The Search Term Placement Report in Amazon Marketing Cloud (AMC) provides granular insights by breaking down search term performance at the product level with placement-specific details.
What You Get in This Report
This report includes:
Search Term – The keyword triggering ads.
Product (ASIN) – The specific product that got impressions, clicks, or conversions.
Placement – Whether the ad appeared at Top of Search, Product Page, or Rest of Search.
Performance Metrics – Orders, Clicks, CTR, ROAS, ACOS, and other key KPIs.
Example Insight
In the report, you may find:
ASIN ending 2N received 4 orders for the search term “bracelets for women” when ads were shown on the Product Detail Page placement.
Meanwhile, the same search term might have driven zero sales for another product in the same ad group.
Actions to Take Based on the Report
Restructure Your Campaigns
If a search term works for one product but not another (when both are in the same ad group), consider restructuring:
Move high-performing products into their own ad groups with the right keyword targeting.
Ensure each product is paired with the most relevant keywords for better efficiency.
Launch a Single Keyword Campaign
If a specific keyword + product + placement combination is performing exceptionally well:
Create a separate campaign targeting that keyword exclusively.
Use a high placement modifier to push ads aggressively on the best-performing placement.
This strategy ensures you maximize high-efficiency traffic and boost conversions.
Notes & Limitations
Granular Data Restrictions: Since this report provides highly specific data (search term + product + placement), some data points may be missing due to Amazon Marketing Cloud’s privacy thresholds.
If a keyword-product-placement combination has too few unique users, Amazon will not disclose the data.
As a result, some search term rows may be missing, and the total performance metrics will not match the standard search term report in the Amazon Ads Console.
Impact for Low-Spend Advertisers:
If your campaigns have low ad spend spread across many product-keyword combinations, you might not see much data in this report.