Search Term Report vs Keyword Report: Key Differences in Amazon PPC
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Quick answer
Search term and keyword reports are two essential Amazon PPC tools that help advertisers understand campaign performance. A search term report reveals the actual phrases shoppers type on Amazon that trigger your ads, while a keyword report summarizes results for the keywords you actively bid on. Using both allows advertisers to refine targeting and optimize spend.
When analyzing Amazon PPC campaigns, it’s important to recognize the unique value offered by search term and keyword reports. Each provides different insights that, together, drive smarter advertising decisions.
What Does a Search Term Report Show?
A search term report displays the exact queries entered by Amazon customers that led to your ads being shown and potentially clicked. These are not just your targeted keywords, but all real shopper phrases that matched your campaigns. Reviewing this data uncovers new customer language, reveals irrelevant traffic, and offers opportunities for adding negative keywords or discovering new profitable terms.
How a Keyword Report Is Different
In contrast, a keyword report focuses on the performance of the specific keywords you selected in your campaign setup. It measures impressions, clicks, and sales for each keyword you’re bidding on directly. This helps in tracking your strategic targeting choices but doesn’t reveal how shoppers may be finding your products through unexpected queries.
Practical Uses and Choosing the Right Report
- Use search term reports to identify underperforming queries and eliminate wasted ad spend.
- Use keyword reports to fine-tune bidding strategies for your chosen keyword set.
- Combining insights from both enables effective campaign optimization. Tools like the Amz Ad Waste Detector - Amazon Ads Analytics Module help streamline this process by analyzing search term data for potential ad waste and recommended actions.
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Understanding the distinction between these reports is crucial for successful Amazon PPC campaign analysis. By leveraging both, you can pursue continuous performance improvements, fully aligning with the goals of comprehensive search term report analysis.