Reports
What is Search Term Report?
Amazon Search Term Report
Amazon report showing actual customer search queries that triggered your ads.
The Search Term Report is one of the most valuable reports in Amazon advertising. It shows you the exact search queries customers used that triggered your ads, along with performance data.
Why the Search Term Report Matters
Your keywords are what you target. Search terms are what customers actually search. They're often different!
Example
- You target: "bluetooth headphones"
- Customer searches: "wireless earbuds for running gym waterproof"
- Your ad shows, they click, they buy (or don't)
The Search Term Report reveals this connection.
Key Metrics in the Report
| Metric | What It Shows |
|---|---|
| Search Term | Actual customer query |
| Keyword | Your targeted keyword that matched |
| Match Type | Broad, phrase, or exact |
| Impressions | How often your ad showed |
| Clicks | How often shoppers clicked |
| CTR | Click-through rate |
| CPC | Cost per click |
| Spend | Total spend for that term |
| Sales | Revenue attributed |
| ACoS | Advertising cost of sale |
| Orders | Number of purchases |
How to Use the Search Term Report
1. Find Winners (Keyword Harvesting)
Search terms with:
- Good sales
- Low ACoS
- Multiple conversions
→ Add as exact match keywords for more control
2. Find Losers (Negative Keywords)
Search terms with:
- High spend
- Zero or few conversions
- High ACoS
→ Add as negative keywords
3. Discover Opportunities
Search terms you never thought of that convert well → New keyword ideas
Best Practices
- Review weekly - Don't let it pile up
- Set thresholds - e.g., 10+ clicks, 0 sales = negative
- Use automation - Tools like Shurq can do this 24/7
- Track patterns - Seasonal terms, trending queries
- Segment by campaign - Auto vs manual analysis
Examples
- →Finding 'organic dog treats grain free' converts at 15% ACoS from broad match
- →Discovering 'cheap' modifier has 0% conversion rate
Related Terms
Track your Search Term Report automatically
Shurq monitors all your key metrics in real-time and optimizes your campaigns 24/7.