How to Find the Exact Words Customers Use to Buy Your Products

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In this Amazon PPC tutorial, I explain what search terms are and why they represent the most important data in your Amazon advertising account. Every click on your Amazon ad starts with a shopper typing something into the Amazon search bar, and understanding this data is essential for Amazon PPC optimization.

A search term in Amazon PPC is the actual word or phrase that a shopper types before clicking on your ad. This is different from backend search terms or generic terms in your listing. Search terms come directly from the shopper's mind and show you exactly how people perceive and search for your product. Sometimes these search terms can be funny, contain misspellings, or include unexpected variations with your brand name.

I walk you through how different targeting types generate search terms in different ways. Broad and phrase match campaigns generate many search terms, but auto campaigns work like a search term discovery machine. In the live account example I show, a lose match auto campaign generated 627 search terms in just two months. Depending on your account volume and keywords, this number can reach 10,000 or even 20,000 search terms.

One important thing to understand is that search terms can also be ASINs starting with B0. When you see an ASIN as a search term, it means the click came from a product page where somebody saw your Amazon sponsored products ad and clicked on it.

Understanding search terms is crucial for optimizing your Amazon advertising campaigns because many search terms will generate clicks but no purchases. This insight helps you refine your Amazon PPC strategy and improve your Amazon ads performance over time.

In the video, I show you exactly where to find search terms inside your Amazon campaign manager. You need to open any campaign, navigate to ad groups, then open the ad group and find the search terms tab. By default, not all columns are visible, so I recommend customizing columns to see impressions, clicks, click through rate, cost, and sales data.

This Amazon PPC for beginners guide is part of my series covering Amazon advertising fundamentals. In the next episode, I cover what keywords are and how they differ from search terms. If you want to improve your Amazon PPC management skills and understand how Amazon sponsored ads work, this foundational knowledge about search terms is essential.

Whether you run Amazon sponsored products, Amazon sponsored brand ads, or Amazon sponsored display ads, search term analysis applies to all Amazon advertising campaign types. Learning to read and interpret this data will help you make better decisions about your Amazon paid advertising strategy and reduce wasted ad spend.

Contents: 0:00 What is a search term in Amazon PPC 0:24 How search terms are generated 0:57 Search terms can be ASINs too 1:12 Why search terms matter for optimization 1:33 How to find search terms in campaign manager 2:06 Auto campaigns as search term discovery machines 2:52 Key takeaway about search terms

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