In this comprehensive guide, we’ll dive deep into the world of Amazon’s Search Term Report, exploring how to use it to refine your PPC keywords, improve ad relevance, and boost your sales.
What is the Search Term Report?
The Search Term Report is a feature within Amazon Seller Central that allows you to view the search terms that customers have used to find your products. This report is a treasure trove of data, providing insights into customer behavior, preferences, and search patterns.
Why is the Search Term Report Important?
The Search Term Report is essential for refining your PPC keywords because it helps you:
- Identify irrelevant keywords: The report shows you which keywords are not driving conversions or sales, allowing you to eliminate them and allocate your budget more effectively.
- Discover new keywords: By analyzing the report, you can identify new keywords and phrases that customers are using to search for your products, giving you opportunities to expand your ad targeting and reach new customers.
- Improve ad relevance: The report helps you understand how well your ads are matching customer search queries, allowing you to refine your ad targeting and improve ad relevance.
- Optimize bid strategies: By analyzing the report, you can optimize your bid strategies to maximize ROI and minimize waste.
How to Access the Search Term Report
To access the Search Term Report in Amazon Seller Central:
- Log in to your Amazon Seller Central account.
- Click on “Advertising” in the top navigation menu.
- Select “Reports” from the dropdown menu.
- Click on “Search Term Report” from the list of available reports.
Interpreting the Search Term Report
The Search Term Report is divided into several sections:
- Search Terms: This section displays the search terms that customers have used to find your products. You can filter this section by date range, product category, and more.
- Metrics: This section provides metrics for each search term, including:
- Impressions: The number of times your ad was displayed for each search term.
- Clicks: The number of times customers clicked on your ad for each search term.
- Cost: The total cost of each search term.
- Conversion Rate: The percentage of customers who converted (e.g., made a purchase) after clicking on your ad.
- Conversions: This section displays the number of conversions generated for each search term.
Analyzing the Search Term Report
To analyze the Search Term Report effectively:
- Filter by date range: Filter the report by date range to identify trends and patterns over time.
- Filter by product category: Filter the report by product category to identify which products are generating traffic and conversions.
- Focus on high-performing search terms: Identify high-performing search terms with high conversion rates and low costs per conversion.
- Identify irrelevant keywords: Identify search terms with low conversion rates or high costs per conversion and eliminate them from your campaign.
- Analyze competitor data: Analyze competitor data to identify gaps in their keyword targeting and opportunities for growth.
Refining Your PPC Keywords with the Search Term Report
To refine your PPC keywords using the Search Term Report:
- Identify long-tail keywords: Identify long-tail keywords with low competition and high conversion rates and add them to your campaign.
- Use negative keywords: Use negative keywords to eliminate irrelevant searches and reduce waste.
- Optimize ad targeting: Optimize ad targeting by using more specific and relevant keywords that match customer search queries.
- Test new keywords: Test new keywords by adding them to a separate ad group or campaign and monitoring their performance.
- Monitor keyword performance: Monitor keyword performance regularly and adjust your campaign accordingly.
Common Mistakes to Avoid when Using the Search Term Report
To avoid common mistakes when using the Search Term Report:
- Don’t ignore irrelevant keywords: Don’t ignore irrelevant keywords; instead, analyze them and eliminate them from your campaign.
- Don’t over-optimise: Don’t over-optimize your campaign by focusing too much on one keyword or phrase; instead, diversify your targeting and testing.
- Don’t neglect competitor data: Don’t neglect competitor data; analyze it to identify gaps in their keyword targeting and opportunities for growth.
- Don’t underestimate the importance of bid strategy: Don’t underestimate the importance of bid strategy; optimize your bids regularly to maximize ROI.
Amazon’s Search Term Report is a powerful tool for refining your PPC keywords and improving ad relevance. By analyzing the report, you can identify irrelevant keywords, discover new opportunities, improve ad targeting, and optimize bid strategies. Remember to filter by date range, product category, and focus on high-performing search terms; avoid common mistakes by ignoring irrelevant keywords, over-optimizing, neglecting competitor data, and underestimating the importance of bid strategy.
By following these best practices and using the Search Term Report effectively, you can refine your PPC keywords, drive more sales, and increase your online presence on Amazon.
Additional Tips and Resources
For additional tips and resources on refining PPC keywords using the Search Term Report:
- Check out Amazon’s official documentation on the Search Term Report: https://sellercentral.amazon.com/gp/help/external/contactus.html
- Read Amazon’s blog post on “Optimizing Your PPC Campaigns with Amazon’s Search Term Report”: https://www.amazon.com/sellercentral/blog/optimizing-your-ppc-campaigns-amazons-search-term-report
- Join online communities like Amazon Seller Central’s Facebook group or Reddit’s r/AmazonSeller community to connect with other sellers and learn from their experiences.
By following these tips and resources, you can take your PPC campaigns to the next level and drive more sales on Amazon