What is a Search Term Report in Amazon Ads?
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Quick answer
A Search Term Report in Amazon Ads provides detailed insights into the exact phrases customers used when your ads were triggered. By listing these search queries alongside performance metrics—such as clicks, spend, and conversions—it enables advertisers to understand which keywords are driving results and which are wasting budget. This analysis supports smarter decisions about keyword targeting and negative keyword additions, ultimately improving advertising efficiency.
If you're advertising on Amazon, knowing exactly what shoppers are searching for can greatly impact your strategy. The Search Term Report uncovers the customer queries that are activating your ads, letting you analyze their actual performance and uncover cost-saving opportunities.
How Search Term Reports Work
This report compiles data from each time an ad is shown in response to a shopper’s search. It reveals the specific search terms used, not just the keywords you’ve bid on. For every query, you can see how many times your ad was clicked, how much was spent, and whether those clicks led to purchases or just consumed your budget.
How to Use the Report for Smarter Targeting
Reviewing Search Term Reports allows you to identify which search terms are generating sales and which are only costing money without converting. By finding irrelevant or underperforming terms, you can add them as negative keywords to your campaigns. Using tools like the Amazon Negative Keyword Tool by Todoza helps organize this analysis, making it easier to spot and act on unproductive queries for more efficient ad spend.
When Search Term Reports Matter Most
These reports are particularly valuable when trying to lower your Advertising Cost of Sales (ACoS). They are essential for anyone aiming to minimize wasted spend and improve profitable keyword targeting through refined negative keyword strategies.
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Thoroughly reviewing your Search Term Reports is a key step in using negative targeting to lower ACoS on Amazon. Mastering this report positions you for smarter ad management and more effective campaign spending. For a deeper dive into optimizing your ad strategy, explore our main guide on lowering ACoS with negative targeting.