If you’re selling products on Amazon but your sales aren’t as fast-moving as you’d like, you could download the Amazon Search Term Report. This handy tool comes packed with all the data you’ll need to reach for that Amazon best-seller spot.
Read on to learn how to analyze Amazon Search Term Report data like a professional from Click Fluency’s Amazon PPC specialist. If you’d like to chat about leveraging this report and more, just schedule a call online!
What Are Search Terms?
Before we get into analyzing your Search Term Report from Amazon, it’s helpful to understand what search terms actually are. Many sellers equate them to keywords, but this isn’t quite accurate.
What’s the difference between search terms and keywords? Here’s the technical explanation:
- Search terms (also called “queries”) are what customers search for when they’re on the Amazon site. The search function here is intended to help potential buyers find the precise products they’re looking for.
- Keywords originate from the advertisers’ and sellers’ side of things. Keywords aren’t considered search terms unless they match word for word and in the same order.
Let’s say you, as the seller, tag the keyword “dog house.” If a customer searches for a “green dog house,” their search term will trigger your keyword and show your item on their Amazon results page. If that same customer searched for “dog bedding,” the term would not trigger your “dog house” keyword.
What Is the Amazon Search Term Report?
If you want a list of customer search terms that have found your products, you’ll see it on the Amazon Search Term Report. With this data, you can find out exactly what a customer entered to trigger your ad and end up on your product page. How could you use that information?
- Adjust your PPC campaigns
- Improve your ad targeting
- Stop wasting money on low-performing keywords that don’t work (also known as negative keywords)
The Search Term Report will also reveal whether any of your products have dropped off the top three clicked product codes (ASINs) from the prior week. A drop means that popular search terms are no longer triggering your ad’s keywords, and it’s time to rethink your campaign.
Additionally, Amazon doesn’t just allow you to look up relevant search terms for sponsored products; you can also run custom reports for sponsored brands, brand videos, displays, and Amazon Attributions.
Accessing Your Amazon Search Term Report
Before you start digging through your sponsored products search terms, you’ll need to download your report.
- Log into your Amazon Seller Central account.
- Click on “Reports” at the top of the page.
- Choose “Advertising Reports” from the drop-down menu.
- Click the yellow “Create Report” button.
- Choose the type of report you want to run (the default is sponsored products).
- Under “Time Unit,” choose “Summary” or “Daily.”
- Select 30 or 60 days.
- Click “Run Report.”
Now, you’re ready to analyze your Amazon Search Term Report.
How To Analyze Amazon Search Term Report
Amazon packs this handy spreadsheet with data, but there isn’t much context to help you understand what it all means. To help you unravel the mystery of how to analyze Amazon search term report information, here’s the most important data:
- Bid: The bid amount is what you’ve entered as a target. You can also set the Operation field to “update,” enter a new value, and upload the changed file.
- Clicks: The number of times customers clicked on your ad.
- Click-through rates: How often customers clicked your ad when Amazon showed it on their screen. Amazon calculates this as impressions divided by clicks.
- Conversion rate: The number of customers who actually ordered from you compared to the total number of people who viewed your product by clicking your ad.
- Customer search term: The term the customer entered before they found your ad.
- Impressions: The number of times Amazon displayed your ad, excluding non-human and potentially fraudulent clicks. The impressions in your report and those you see in the advertising console might differ because the Search Term Report only counts impressions that resulted in at least one click.
- Match type: The match type indicates manual targeting campaigns. It indicates the match type for the exact, broad, or phrase match keyword in your bid.
- Orders: How many orders you’ve received in the past seven days.
- Product targeting expression: For auto-targeting campaigns, you can set values to be loose-match, close-match, complements, or substitutes.
- Spend: The amount of money you’re spending on the campaign per 1,000 clicks.
- Sales: The total sales you’ve received in the past seven days as a result of when customers clicked on your ad.
- ACOS: This “advertising cost of sales” is your total spend divided by your total sales for the report’s covered period. The lower your ACOS percentage, the better.
- CPC: The “cost per click” for your ad divides your total spend by the total number of clicks. A lower CPC indicates your ads are bringing in better value for money.
- ROAS: The “return on ad spend” divides your total sales by your total spend. It’s represented by a multiplier.
Using Data From Your Amazon Report Effectively
So, you’ve got your data. What can you do with it to boost your sales or click-throughs?
Filter Your Report With the Highest Total Ad Spend
A filter allows you to quickly find non-converting keywords. You can pause those keywords to reduce your average CPC.
Build Your Campaigns With One SKU per Ad Group
If you’re selling products, you’re juggling multiple products. However, if you want to be clear about which search terms hit home, a single SKU per ad group works better.
Pay Attention to Impressions
Are you bidding high without seeing great impressions? Your product page might need work.
Understand Your Reports and More With Click Fluency
You now know how to analyze Amazon Search Term Report information to build some momentum, but how would you like to take your ad campaigns to the next level? Click Fluency can help you understand different types of Amazon ads and provide tips on how to improve.
Go ahead and book your free discovery call to chat with Click Fluency today!