What is a Search Term Report?
A search term report gives visibility into the terms that shoppers enter when searching on Amazon. This report can help you understand exactly what a shopper searched for when they saw your ad, and you can use these insights to adjust your targeting strategy.
Including the search term report in bulksheets can help you analyze your keywords and product targets more efficiently because you don’t need to download the report separately from the advertising console. In addition, the bulksheets search term report includes the parent/child entity IDs needed to make quick updates.
(Source: Amazon Ads Advanced Tools Center - Search term reports in bulksheets)
Navigation
- Log in to your client’s Seller Central account.
- Go to Campaign Manager > Measurement & Reporting > Sponsored ads reports
- Click Create report.
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Configure the report as follows:
- Report Category - Sponsored Products
- Report Type - Summary
- Time Unit - Summary
- Report period
- When you're initially starting, you're going to look at however far your ads have been running.
- And then as you do that, take the results from the last week or two weeks and not have more than a week overlap.
- For example: I run the report on:
- August 8th - Report period will be August 1st - 7th
- August 14th - Report period will be August 3rd- 14th
- August 30th - Report period will be August 10th - 31st
- For the purpose of this video, we're just gonna look at the last 30 days.
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For Reporting settings, choose Now as the Request time.
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Click Run report at the top right of the page.
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Refresh the page to access the Download link once the report has completed downloading.
Reviewing the STR
- Locate and open the downloaded file.
- Click Enable editing at the top.
- Add Filters either by:
- Pressing Ctrl+Shift+L on your keyboard; or,
- Clicking the dropdown for Sort & Filter on the top right, and selecting Filter.
- Columns are shown below: