When it comes to Amazon advertising, your success is heavily dependent on keywords. Finding high-converting, low-ACoS keywords is the key to profitable growth. That’s where eCommercean’s Search Term Report Tool becomes a game-changer.
This guide will show you exactly how to use the tool, analyze your data, and turn insights into revenue.
1. Why Search Term Reports Matter
Search Term Reports (STR) show exactly what customers typed to find your ad and whether it led to a click, sale, or not.
Key Metrics:
- Search Term – The actual phrase searched
- Impressions & Clicks – Visibility and engagement
- CTR & CVR – Click and conversion performance
- Sales & ACoS – Revenue and efficiency
“Most Amazon sellers only look at keywords. Pros analyze search terms.”
2. How eCommercean’s Tool Works
Step-by-Step:
- Export your Search Term Report from Amazon Advertising Console
- Upload the file to the eCommercean STR Tool: analytics.ecommercean.com
- Choose your metrics (e.g., high CVR, low ACoS, long-tail terms)
- Get clean, organized clusters of profitable search terms
- Export insights to create or optimize PPC campaigns
3. Identify Your Winning Keywords
Once the tool analyzes your file, you’ll get a breakdown by:
- Product/ASIN Clustering – Keywords mapped to each product
- Search Term Segments – Branded, generic, competitor, long-tail
- Conversion Insights – High CVR + low ACoS = scale candidates
What to Look For:
| Metric | Action |
|---|---|
| High Impressions, Low CTR | Image/title issue — optimize listing |
| High Clicks, No Sales | Irrelevant keyword — add as negative |
| High CVR, Low ACoS | Winning keyword — increase bid + isolate |
4. Create Campaigns Based on Real Data
Use the output file to:
- Create exact match campaigns for top converters
- Segment by intent: Branded, generic, competitor
- Add negative keywords to save wasted spend
Bonus Tip: Use the filtered report directly with eCommercean’s Bulk Campaign Generator for fast deployment.
5. Optimize Weekly, Not Monthly
Why?
Amazon’s data changes rapidly. New competitors emerge, trends shift.
Routine:
- Upload STR weekly or bi-weekly
- Identify new converting terms
- Adjust bids and negatives
- Track performance over time
“Most sellers set it and forget it. Smart sellers optimize in cycles.”
6. Combine With Listing Optimization
Search term insights can improve more than just ads:
- Add converting terms to product titles and bullets
- Use high-converting phrases in A+ Content and backend keywords
- Reflect trending queries in images or infographics
Internal Link Suggestion: [Build an Optimized Product Listing]
7. Use Data to Guide Product R&D
What are customers searching that you aren’t offering yet?
- Look for unmet demand in search terms
- Launch bundle SKUs or variations
- Add missing features customers want
Real Use Case: STR revealed repeated searches for “sugar-free maca capsules” → seller launched sugar-free variant → boosted monthly sales by 30%
Final Thoughts
Keywords are the lifeblood of Amazon success. With eCommercean’s Search Term Report Tool, you turn raw data into actionable keyword intelligence.
✅ Use it weekly ✅ Pair with campaign + listing optimization ✅ Let your real customer behavior guide your strategy