How to Analyse an Amazon Ads Search Term Report
Quick answer
Analyzing an Amazon Ads search term report helps sellers and marketers identify which queries drive sales and which waste ad spend. By interpreting key metrics like spend, sales, and ROAS, you can optimize keyword targeting, improve advert efficiency, and maximize campaign returns. Systematic search term analysis is essential for reducing cost and boosting profitability on Amazon.
Unlock ad efficiency and clarity with actionable search term insights.
Unlocking the full potential of your Amazon advertising budget means going beyond surface-level metrics. The Amazon Ads search term report is one of the most powerful documents for understanding how shoppers interact with your ads. Learn how to interpret its data, uncover hidden inefficiencies, and prioritize actionable improvements that drive results.
What You'll Need
- Amazon Ads Report Analyzer – Automates imports and offers client-ready KPIs
- Amazon Negative Keyword Tool by Todoza – Streamlines identification of inefficient search terms
- Amazon Ads Dashboard by Todoza – Combines reporting for unified performance analysis
- Amz Ad Waste Detector - Amazon Ads Analytics Module – Tracks ad spend and highlights inefficiencies
Visualizing Your Amazon Ads Performance Data
Turning raw search term spreadsheets into clear, visual dashboards reveals wasted spend, sales trends, and where campaign improvements can deliver the most impact. Tools like Amazon Ads Report Analyzer and Amazon Ads Dashboard by Todoza help you skip time-consuming spreadsheets for decision-ready reporting.
Step 1: Prepare and Import Your Search Term Report
Start by exporting a Sponsored Products Search Term Report from Amazon Ads. Ensure you download the latest CSV or XLSX file for the campaigns you wish to review. Save it in a well-organized folder and back it up as needed. Importing your report into a tool like Amazon Ads Report Analyzer can save significant time by automating data parsing and visualization, making it easier to identify important insights at a glance.
Step 2: Assess Key Metrics for Each Search Term
Review metrics such as spend, sales, clicks, impressions, ROAS (Return on Ad Spend), and ACoS (Advertising Cost of Sale) for each search term. Look for terms with high spend but low or zero sales, as these contribute to wasted budget. Conversely, highlight high-performing search terms with strong conversions and low ACoS to prioritize for growth. Spot wasted spend quickly by flagging search terms with high spend and low sales.
Step 3: Identify Trends and Seasonal Effects
Don't just look at a single report—compare current data with previous periods. Tools like Amazon Ads Dashboard by Todoza help you visualize KPIs over time and across accounts. Track trends over time to see if certain terms become less profitable. This allows for proactive adjustments instead of reactive fixes.
Step 4: Take Action – Add Negative Keywords and Adjust Bids
Once low-performing queries are flaggeed, add them as negative keywords or reduce their bids within your campaigns. Prioritize negative keyword or bid reduction actions instead of blanket changes. For a more systematic approach, use the Amazon Negative Keyword Tool by Todoza to classify and organize candidates for exclusion or bid adjustment based on performance signals.
Tips for Effective Search Term Report Analysis
Build a regular habit of checking reports to avoid recurring inefficiencies. Always keep historical and current data organized, and involve your team in reviewing findings and actions. Remember, not every underperforming term should be immediately removed; context matters, especially for newly launched products or seasonal items.
Keeping Campaign Analysis Actionable
Consolidate your analysis into focused recommendations for each campaign. By transforming search term findings into prioritized cleanup plans and tracking actions over time, you ensure every insight leads to measurable improvements in your ad performance and spend efficiency.
Frequently Asked Questions
How often should I analyse an Amazon Ads search term report?
Analyse your search term report at least weekly to promptly catch trends and wasted spend, but review more often during large campaigns or key sales periods.
Which metrics should I focus on in the search term report?
Prioritize spend, sales, ROAS, conversion rate, and ACoS to gauge both efficiency and profitability at the search query level.
What should I do if I find wasted spend in my Amazon Ads report?
Flag those search terms for negative keyword addition or bid reduction to eliminate overspending on non-converting traffic.
Can I automate analysis of search term reports?
Yes, tools like Amazon Ads Report Analyzer and Amz Ad Waste Detector automate imports, highlight inefficiencies, and provide actionable PDF snapshots.
How should new search terms be handled?
Monitor new terms over several reporting cycles before taking action, as some may require time to show clear sales results.
Should I analyse all ad campaigns separately?
Review each campaign's search terms individually to tailor negative keywords and bid strategies to their performance profiles.