Detailed Campaign and Search Term Analysis
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Quick answer
Detailed campaign and search term analysis is a structured way to review Amazon Ads performance below the account level. It examines individual campaigns, ad groups, targets, and the search queries that triggered impressions and clicks. Instead of using one fixed threshold for all campaigns, the analysis weighs spend, ROAS, conversion rate, and other signals against each campaign’s own goals. The result is a clearer list of underperforming terms and practical next steps, such as negative keywords, bid adjustments, or pauses, that teams can review before applying.
For agencies managing multiple Amazon brands, this type of analysis turns large search term reports into an approval-ready workflow. It helps teams focus on the terms that are quietly draining budgets while keeping cross-account comparisons in view.
What detailed search term analysis actually reveals
A useful campaign and search term analysis goes beyond top-line ACoS. It looks at the queries that generated impressions, clicks, spend, and sales, then compares those results against the specific goal of each campaign. A broad-match campaign may accept a lower ROAS while a branded exact campaign should be held to a stricter standard.
- Spend concentration and wasted spend across accounts
- Conversion rate and ROAS by search term
- Click and order patterns that signal purchase intent
- Marketplace differences for supported regions such as the US, UK, DE, FR, IT, ES, CA, AU, AE, and JP
Why one fixed threshold fails across a portfolio
When multiple brands share a portfolio, a search term that looks wasteful in one campaign may be a research query in another. Detailed analysis uses campaign-specific signals for spend, ROAS, and conversion rate rather than forcing every campaign through the same filter. This makes negative keyword decisions less risky and better aligned with the role of each ad group.
For agencies, this also supports a cleaner handoff. The Amz Ad Waste Detector organizes findings into a cleanup plan workspace, so teams can review suggested negatives and bid adjustments before anything is applied.
When this level of detail matters most
Detailed campaign and search term analysis is most valuable when budgets are scaling, new brands are being onboarded, or a client asks why a specific product is losing money on Amazon Ads. It also helps before seasonal pushes, when broad-match traffic increases and low-intent queries can quickly consume budget. Teams can compare trends across accounts and marketplaces, then approve changes in a read-only workflow rather than making live edits on impulse.
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Related guides
Ultimately, detailed campaign and search term analysis supports the larger goal of a tidy Amazon Ads portfolio structure: clear ownership, consistent review cycles, and fewer surprises when reporting to clients. For more on organizing multi-brand accounts, revisit the Amazon Ads portfolio structure guide.