Beginning in November 2019, Amazon advertisers gained a handy new tool for their ad campaigns. Customer “Search Terms” show exactly what customers searched for before clicking on your ad.
First, Understand How Ad Keywords Work
When you create a list of keywords to advertise your product or book on Amazon, the default match type is “Broad.” This means that Amazon will use your listed keyword as a guideline for when to show your ad, including variations on spelling, plurality, etc. By contrast, a match type of “Exact” means only that exact keyword will trigger your ad.
How to Use Search Terms Reporting to Improve Your Amazon Advertising
The new search terms reporting enables advertisers to achieve more ad impressions by adding valuable keywords and save budget by eliminating irrelevant clicks. Here’s how to use the information you learn in your Search Terms tool:
- Add new keywords that customers search for, but aren’t in your list
- Archive keywords whose search terms aren’t what you intended
- Build a negative keywords list to prevent irrelevant clicks
Use Amazon Automated Ads to Build Your Own Keyword Lists
Search terms are also now reported for Automated ads. For the first time, Automated ads can help gather data for custom keyword lists. This reporting gives advertisers a peek into Amazon’s automation process.
If you see results from the Automated search terms, add them to the keywords lists in your Custom Ads.
Note that search term reporting is only available for the previous 65 days. So you’ll want to make these optimizations at least every two months.