Key Metrics to Filter When Prioritising Search Terms

Filter on ROAS and conversion rate first

ROAS shows how much revenue a search term returns for each dollar spent. Conversion rate shows how often clicks become orders. When filtering, sort terms by these two metrics and look for those that fall below your typical account targets.

• Low ROAS: the term is spending but not returning enough revenue.
• Low conversion rate: clicks are happening, but they rarely lead to a sale.

Together, these filters help you spot terms that are consuming budget without supporting profitable orders.

Look for high impressions with weak sales, and excessive spend

Some terms look busy but not productive. A term with many impressions and few or no sales may be collecting cheap visibility without strong purchase intent. The same goes for terms where spend keeps rising but orders stay flat.

• High impressions + low sales: the keyword may be too broad or unrelated to the product.
• Spend without significant orders: a direct signal to review the term as a negative candidate or reduce its bid.

Wasted spend is the gap between what you are paying and what is actually converting. Filtering by these patterns makes waste easier to act on.

When this matters most

This filtering approach matters most when search term reports are large and you have limited time. Instead of reviewing every term, you can sort by the least efficient combinations first. Teams managing multiple Amazon accounts and marketplaces often find it useful to combine these filters with a tool like Amazon Negative Keyword Tool by Todoza, which ranks negative keyword candidates using spend, clicks, sales, ROAS, and conversion rate.