Search term report analysis

Let's look at the process by which, every day, Advigator finds new keywords and competitor product pages to add to targeting.

Each day, Advigator analyzes the search terms report for you. An Excel report you find in Amazon Ads console > Reports > Search Terms. The report contains the search terms typed by your customers to reach and buy the product when it was sponsored. There is data on impressions, clicks, orders, spend, and sales for each day and keyword.

This data is used in two ways:

1. Calculate bids per click.

For each keyword and campaign, the conversion rate (orders/clicks) and average order is calculated to calculate the new optimal bid per click in order to achieve the ACoS goal.

2. Finding new keywords

Each keyword in targeting is entered into campaigns in exact, phrase, and generic matches.

The latter two matches generate traffic from search terms that include other words within. For example, the phrase-matched keyword "golf" also generates traffic for "golf club" and "golf balls." Some of these may not be relevant, while others may generate orders, so it makes sense to add them in targeting with an optimal bid per click.

If a keyword is entered as an exact match, it makes it easier for you to win top placement in search results (top-of-search) than phrase/generic matching.

Out of the hundreds or thousands of search terms, Advigator, places in targeting only those that:

  • Have generated at least one order
  • Have a higher-than-average click-through rate (CTR) and zero orders

This is the recommended setting, but you can change it in Targeting > Settings > Targeting breadth.
Bid per click, on the other hand, depends on the data for each keyword and format. So, even if it only generated one order out of hundreds of clicks, it will have a very low bid per click.

What if there is no historical data ?

No problem. If you have never done any campaign on the product, Advigator will also research the first keywords and product pages.

It will do this by analyzing Amazon's public data such as keywords frequently used in competitors' headlines, those suggested by Amazon, and top sellers in the category.