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Introducing Amazon Search Terms

Introducing Search Terms – Amazon Advertising 

Amazon has rolled out a new feature in the Advertising Campaign Manager called Search Terms. Essentially, search terms has already been around for a significant period of time and could be located within downloadable advertising reports. These reports generally contain a large degree of data and can be time consuming to sift through. Before we delve into how this new feature can help your advertising campaigns, we must first discuss what search terms are as there can be confusion between what a search term is and what a keyword is. They both appear very similar, but there are significant differences that we will discuss below.  

Customer Search Terms

A customer search term is the word(s) or phrase(s) that the customer enters into the Amazon search engine. Below is an example of a customer search term. As one can see the phrase “bbq glaze sauce” is the term the customer entered into Amazon’s search engine.

Keywords:

Keywords are important phrases and words that Amazon sellers research and use in advertisements. Essentially, keywords are what help customers to the merchants product on Amazon.com. Keywords are what defines a product through the Amazon platform and marketplace. When you create your advertisement on Amazon you will add keywords that are relevant to your product. Please see the example below for this product: Momstir Sweet Heat Marinade & Hot Sauce for Gourmet BBQ, Grilling, Ribs, Oven Roasting Chicken, Pork, Beef, and Anything in the Kitchen (20 oz)

Amazon Search Terms Tool

Now that we know the difference between search terms and keywords, how exactly does Amazon’s Search Terms Tool assist the merchant?
  1. It is easy to use. No longer does one have to sift through excel sheets with large amounts of data. One can now easily find which keywords are performing the best based on search terms.
  2. You can easily sort by the number of clicks per term, the amount spent per term, orders per term, sales per term, and ACOS per term. There are also a variety of other variables in which you can filter a search term by.
  1. You can find keywords that are performing well, and keywords that may be causing unnecessary spend and inflated ACOS. Once you find this information you can easily add unneeded keywords/search terms into negative targeting to block that search or increase the bid on a keyword if it is performing well.
  2. For example: If you have a product named:  Momma Shark Needs a Drink Do Do Do Do Funny Novelty Libbey Stemless Wine Glass with Sayings – Gift for Moms, Birthday, Christmas, Mother’s Day Gifts
  3. The search terms tool may show that a large amount of searches that hit your keywords was from something broad such as gift for mom. If this is creating a lot of spend, but low conversion this tool just helped identify a keyword that can be blocked, which will save your company money! In fact – Amazon encourages this practice! Please see the link below:

Amazon Sponsored Products FAQ

For further information about Amazon Advertising please view some of our other articles on MyAmazonGuy.com!

I was fortunate to be part of MAG's first batch of its Advertising Internship Program. The timing was perfect for me as I was looking for an opportunity to learn more about Amazon PPC and at the same time to have hands-on training to work on accounts.Β Β 

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When I started my internship, I listed down the things I wanted to learn. And I am happy to say that I've ticked all the boxes! My most favorite was "Optimization Using Bulk Files”. Bulk files and I, we did not get along at first, it was so scary seeing all those data! But I had a great mentor who guided me along the way. He patiently taught me step by step on how to process the data. He was very enthusiastic in answering all of my questions. He supported me until I gained the confidence in uploading my first, second, third (and so on) bulk uploads.Β 

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The biggest advantage in working with MAG (and I must say one thing that I always look forward to every week) is its Weekly Ads Training. Every week, we discuss various topics about PPC. Interns/Ads Specialists/Ads Managers, we all share knowledge, information, and updates about PPC. During our discussions, we exchange ideas and feedback. It became an avenue not just to learn a skill, but also to clear any vague or ambiguous PPC topics.Β 

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For me, the biggest disadvantage is the work schedule. As an Intern, I have to follow EST timing. The time difference from my location was only 8 hours, but being a morning person, I really struggled to keep myself awake. But if you are a night owl, then this will not be a problem for you.

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So if you are considering joining the MAG Advertising Internship Program, my advice to you is to take action - APPLY NOW! The knowledge that you will gain and the skill that you will develop from this program will be invaluable. And who knows? From being an Intern, you might be the next one to be promoted as Jr. Ads Specialist!Β 

Maria Victoria Piedad