Prioritize Underperforming Search Terms Quickly
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Quick answer
Underperforming Amazon Ads search terms are prioritized by ranking queries against account targets and campaign benchmarks, then separating them into negative keyword candidates, bid reduction opportunities, or terms that need more data. A read-only analysis workflow flags low-ROAS terms and wasted spend so teams can review findings, assign actions, and approve changes without manually scrolling through long search term reports. This keeps ad cleanup structured and supports decisions across multiple Amazon marketplaces.
For Amazon Ads teams, the challenge is rarely finding data—it’s choosing what to act on first. A useful prioritization process makes underperforming terms visible and routes them into the right review queue, whether that’s a negative keyword assignment or a bid adjustment.
What makes a search term underperforming
Underperforming search terms are usually identified by spend that does not produce a proportional return. Rather than looking at clicks alone, a useful review compares ROAS against account targets or campaign benchmarks and highlights wasted spend.
This approach helps a team separate true negatives from terms that may still need more data. It also makes it easier to decide whether a term should become a negative keyword or receive a bid reduction instead.
Rank, classify, and move to review
The Amazon Negative Keyword Tool by Todoza imports Amazon Search Terms reports through CSV, XLSX, or scheduled email and classifies queries for team review. Terms are flagged as negative candidates, bid reduction opportunities, or items requiring more data.
- Negative candidates: low ROAS or no conversion compared with targets
- Bid adjustments: underperforming targets that may respond to lower bids
- Needs more data: queries with too little history to decide
The workflow remains read-only, so negative keywords and bid changes are only applied after a teammate reviews and approves the recommendation.
When this matters
This prioritization method is most valuable when a team manages multiple campaigns, accounts, or Amazon marketplaces. Manual scrolling through long search term reports creates a bottleneck, while a ranked and classified queue lets reviewers work through the highest-impact terms first.
It also fits weekly cleanup routines and team handoffs, because the reasoning for each recommendation is already attached to the term rather than living in a separate spreadsheet or chat thread.
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Ranking underperforming search terms quickly feeds directly into the broader Amazon Ads team workflow for assigning negatives, reviewing bid changes, and investigating anomalies. When terms are prioritized before team review, decisions stay consistent and action items are easier to track across accounts and marketplaces.