Everything You Need To Know About Search Term Reports

Summary

This video tutorial delves into the Amazon PPC search term report, a vital tool for enhancing sales by identifying new keywords, optimizing ad spend, and understanding customer search behavior. It guides viewers on accessing and utilizing the report to discover profitable search terms, eliminate ineffective ones, and tailor product listings to boost conversions. The script also offers strategies for leveraging seasonal trends and avoiding common pitfalls in search term analysis.

Takeaways

• 🔍 A search term report is a compilation of all the search queries customers use to find your product on Amazon.
• 🎯 It's crucial to differentiate between keywords (what you target) and search terms (what customers actually search for).
• 📊 The report can be accessed from the Campaign Manager under Sponsored Ads Reports, and it provides insights into customer behavior and sales data.
• 💡 Use the report to identify new keywords to target, which can increase your product's visibility and sales.
• 🚫 Identify and negate wasteful search terms that are costing you money without generating sales to optimize your ad spend.
• 📈 Analyze metrics such as 7-day advertised SKU units, conversion rate, clicks, and click-through rate to evaluate search term performance.
• 🛠️ Regularly download and review the search term report to find new opportunities and refine your campaigns continuously.
• 📝 Seasonality affects search terms, so adjust your keywords to align with holiday or seasonal trends to capture more sales.
• 📈 Understand your market position by analyzing why customers are buying your product and adjust your marketing strategy accordingly.
• 👀 Avoid common mistakes like ignoring low-volume high-CVR search terms, relying on short-term data, and neglecting to add negative keywords.
• ⏰ Remember to download your search term data regularly to maintain a comprehensive record for future analysis and strategy development.

Q & A

What is a search term report in Amazon PPC?

A search term report is a collection of all the search queries that customers use to find your product. It includes terms from auto campaigns, broad match campaigns, phrase match campaigns, and category or product targeting campaigns. It helps identify new keywords, understand customer search behavior, and find wasteful search terms to add as negatives in campaigns.

How can the search term report help improve Amazon PPC strategy?

The search term report can help find new keywords to target, identify negative keywords to exclude from campaigns, and provide insights into how customers search for and buy products, allowing for adjustments in listing content to better match customer intent.

Where can I find the search term report in Amazon?

To find your search term report, go to Campaign Manager, then to Measurement and Reporting, and select Sponsored Ads Reports. Create a new report, choose 'Search Term' as the report type, and select the desired time period and details.

What are the key metrics to look at in a search term report?

Key metrics include 7-day advertised SKU units, conversion rate, number of clicks, click-through rate (CTR), and total advertising cost of sale. These metrics help assess the performance and relevance of search terms.

How can I use the search term report to find new keywords for my campaigns?

Filter the report to show search terms with 7-day advertised SKU sales greater than zero and a significant number of clicks. Verify these terms are not already in your campaigns and check their performance in the targeting tab on Amazon. If they are relevant and not already targeted, add them to your campaigns.

What is the purpose of identifying search terms with zero sales?

Identifying search terms with zero sales helps in finding wasteful terms that consume ad spend without generating revenue. These can be added as negative keywords to save on ad spend and improve campaign efficiency.

How can the search term report be used to understand customer behavior?

By analyzing individual search terms, you can understand how customers are finding and buying your products. This can reveal unexpected use cases or preferences that can inform changes in product listing content to better attract the right customers.

What are some strategies for effectively using the search term report?

Strategies include maintaining a weekly or monthly cadence of downloading and analyzing the report for new keywords and negatives, adjusting keywords based on seasonal trends or holidays, and using search terms to gauge market position and understand customer motivations.

Why is it important to regularly download search term reports?

Regularly downloading search term reports ensures you have the most recent data for analysis, helping to identify new opportunities and issues. Without regular downloads, you risk losing valuable data and missing out on potential optimizations.

What mistakes should be avoided when using the search term report?

Mistakes to avoid include ignoring low volume but high conversion rate search terms, relying on short-term data for making decisions, neglecting to regularly add negative keywords, and failing to download search term data regularly to maintain a complete dataset.