The Search Terms page serves as your central hub for managing and analyzing search terms across all your advertising campaigns. Whether you're running active campaigns or monitoring paused ones, this powerful feature gives you a comprehensive view of how customers are finding your products on Amazon.
Search Term List and Campaign Status
View all search terms from both active and inactive campaigns.
Each search term entry displays the campaign name, ad group name, and associated target type (e.g., substitutes, close match, broad, exact).
Status indicators:
Green: Campaign is enabled.
Yellow/Orange/Red: Campaign is paused or archived.
PPC Performance Metrics
Metrics such as sales, spend, ACoS, orders, clicks, and units are displayed alongside each search term.
Columns are customizable; use the “Edit Columns” function to rearrange and prioritize data.
CSV Export
Download your search term data in CSV format for further analysis by clicking the “Export” button.
Key Actions on the Search Terms Page
1. Adding Positive Keywords or Product Targets
Add high-performing search terms as a target in your existing campaigns.
Steps:
Use filters to identify high-performing terms (e.g., ACoS < 30%).
Select the search term(s) to add as positive keywords or product targets in specific ad groups.
Choose "Add keyword" for the keyword and "Add Products" for ASINs targeting action.
Choose the match type (broad, phrase, or exact) and set bids.
2. Adding Negative Keywords or Product Targets
Filter and exclude underperforming or irrelevant terms across campaigns.
Steps:
Filter search terms with criteria like “ACoS > 40%.”
Select terms to be added as negative keywords in specific ad groups.
Choose "Add negative keyword" for the keyword and "Add Negative Products" for negative ASINs targeting action.
Choose negative match types (negative exact or phrase) and hit save.
3. Add Terms for Branded and Hero Terms
Define search terms as branded, hero, or competitor terms using the 'Add Terms' action. This classification can later be used for reporting within the the term share widget on the dashboard and for automation, allowing specific actions to be applied to these terms.
Key Use Cases for the Search Terms Page
Filter search terms that have driven zero orders in the past 30–90 days, and add them as negative keywords or products.
Filter search terms that are driving sales at 2–3 times your target ACOS, and add them as negative keywords or products.
The goal is to reduce spend on non-converting or low-converting keywords, reallocating that budget toward keywords or targets that are effective for your brand.