Understanding what terms customers are using in their search to find your products is critical for informing your targeting and content strategy on Amazon — which is why it’s important to regularly make use of the Amazon Search Term Report.
These search terms can then be used to inform your Sponsored Products and Sponsored Brands ad targeting across your catalog.
Here’s how you can find and use Amazon’s Search Term Report to help you identify which search terms are (and aren’t) driving traffic to your listings.
“The biggest reason you want to pull this type of report is that it’s actual customer data. It’s not theoretical search term data; it’s exactly what your customers have been searching for to find your products. Take advantage of it to inform your Sponsored Ads targeting.”
-David Cooley, Senior Marketplace Channel Analyst
What Is The Amazon Search Term Report?
The Amazon Search Term Report is a report that displays which search terms are being used by customers to find your products.
The report includes raw keyword data that can be attributed to specific ASINS if your report is segmented correctly.
This report includes:
- Keyword targeting
- Keyword Match Type
- Customer search term used
- Sales and conversion rate for that term during a specified period
How To Download The Amazon Search Term Report
You can generate and download an Amazon Search Term from within Seller Central.
From the Seller Central Homepage:
1. Select Reports from the top navigation bar
2. Select Advertising Reports from the dropdown menu
3. Select campaign, report type, and period (longer than 7 days is optimal)
4. Select Create report
5. Download your search term report from the right column.
How to Use the Amazon Search Term Report
We recommend that advertisers utilize the Search Term Report as their main source of keyword harvesting to amplify your Amazon keyword research.
Third-party keyword services can definitely bring value to your campaigns, but should only be used as a complementary tool to Sponsored Products data.
Amazon Search Term Report data enables Sellers to:
- Verify which keywords are converting
- Harvest additional keywords
- Optimize their content and keyword targeting strategy
Here are some tips for getting the most out of your Search Term Report.
1. Segment Your Catalog For Improved Keyword Attribution
In the past, the Amazon Search Term Report indicated the exact product SKU associated with that search term, which was extremely valuable data for advertisers.
Unfortunately, Amazon no longer identifies which product is associated with the search term.
For example, although sellers can still see in the report that the term “mascara” is converting well – Amazon no longer identifies which SKU it is associated with, leaving many advertisers in the dark.
We recommend building your campaign structure with only 1 SKU per ad group.
“In an ideal world, you want to break up your campaign to include one SKU per ad group,” explains Cooley.
“For example, if you have a catalog of a 1,000 SKUs, you should have a 1,000 ad groups.”
By implementing this strategy, sellers are once again able to attribute the success of the term (example: “mascara”) directly to the SKU purchased or clicked on.
2. Harvest Effective Keywords For Manual Campaigns
It’s suggested to run the search term report after a minimum of 7 days (depending on how much traffic you’re experiencing).
The goal is to obtain enough data to make an educated keyword selection.
At a minimum, we do suggest running the report for at least the 7 day period — one month is even better.
Once you’ve gathered enough data, it’s time to select your keywords to build out in your manual campaigns.
When you analyze your Search Term Report in Sponsored Products, you want to look at the raw data and filter it through an excel sheet.
The report will include a variety of metrics (per SKU if you segmented your report as mentioned above).
“You want to pull in search term data from your auto campaigns, preferably from a lookback of one month or longer. Use the search term/ASIN data to create manual campaigns using the most up-to-date keyword data. This is what we refer to as data hygiene.”
-Aaron Gooden, Senior Lead of Marketplace Channels at CPC Strategy
Want to learn more?