Amazon PPC Search Term Report Analyzer
Wasted spend, negatives, n-grams and terms to harvest from Amazon search term reports.
Try before you buy.
- Free preview: every count in full, with the first rows of each list (up to 10): negatives, word groups, terms to harvest and ASINs.
- Locked until you unlock it: download and copy.
- Unlock: Premium pass, ₹799 for 30 days or ₹249 for 1 week, a one-time payment that never renews. Unlock: Premium pass, $19.99 for 30 days or $7.99 for 1 week, a one-time payment that never renews.
Ways to unlock shows how to get the full result.
Printing this result is locked in the free preview.
Your search term reports
Sponsored Products or Sponsored Brands search term reports from the advertising console, any marketplace and date range; several files merge. Add the bulk file from Bulk operations too, for campaign IDs and an upload file of the negatives.
Your goals
Sponsored Products or Sponsored Brands, as the advertising console downloads them (CSV or Excel).
What to change
Negative exact keywords
Search terms that reached your click limit in an ad group without one order.
Negative phrase keywords (word groups)
Words that cost clicks across several search terms of a campaign and never sold: one campaign negative blocks them all.
Product pages to exclude
ASINs listed as search terms are product pages your ad showed on. These cost clicks without an order: a negative product target stops them.
Search terms to add as exact keywords
Converting terms that are not an exact keyword yet. The starting bid is the sales per click × your target ACoS.
ASINs to target
Product pages that brought orders: target them with product targeting (asin="…").
Every search term split into its words and word groups; each group adds up the terms it appears in (once per term).
Campaigns
Match types
Suggestions worked out from your own reports, not advice: check each one before you upload it. The upload file creates only negatives, never changes a bid.
Locked in the free preview. Opens the ways to unlock this result.
Locked in the free preview. Batch runs unlock with a pass.
Locked in the free preview. Query results unlock with a pass.
Results are estimates for general information and planning, not financial advice. Banks and institutions may calculate differently (rounding, fees, rate changes). Confirm figures with your lender or a qualified adviser before deciding.
How this tool is checked
- Sources
-
This guide lists 3 sources under ‘Sources’:
- Tests
- 21 automated tests check its results.
- Found an error?
- Report a problem or write to support@mysmartcopilot.com, with what you entered and the result you expected.
About the Amazon PPC Search Term Report Analyzer
A search term report lists what shoppers typed before they clicked your ad. Read line by line it is thousands of rows; this analyzer adds it up the way a PPC manager would. Open one or more Sponsored Products or Sponsored Brands search term reports (CSV or Excel, any marketplace) and it totals impressions, clicks, spend, orders and sales for every search term, every campaign and match type, and every single word, two-word and three-word group (n-gram).
It then lists what to change: search terms that reached your click limit in an ad group without one order (negative exact candidates), word groups that cost clicks across several terms of a campaign and never sold (one negative phrase blocks them all), converting terms that are not an exact keyword yet (harvest candidates, each with a starting bid at your target ACoS), and ASINs shoppers reached from other product pages (to target, or to exclude). Add the bulk file from Bulk operations and the negatives come as a bulk upload file with their campaign and ad group IDs.
Without a pass the result is a free preview: every count shows, with the first rows of each list; the lists, the workbook and the upload file unlock with a Premium pass. Your reports are read in this browser and never uploaded or sent to Amazon.
How to use it
- In the Amazon Ads console (sellers: Advertising in Seller Central), open the sponsored ads reports and create a Search term report for Sponsored Products, and one for Sponsored Brands if you run them. Pick the dates; Daily as the time unit lets reports of overlapping days merge exactly.
- Drop the files in. Each is recognised by its headings; check the ad type and the currency it was read as, or change a column under “Columns”.
- Optional: in Bulk operations, create a custom spreadsheet with Sponsored Products data (and the search term data) and add it too. It gives the campaign and ad group IDs, the exact keywords you already run and the negatives already in place.
- Set your target ACoS, how many clicks without an order make a term wasted, and how many orders make it worth harvesting.
- Read the negatives, the word groups and the harvest list. Without a pass they are a free preview; the CSV lists, the workbook and the bulk upload file unlock with a Premium pass.
Examples
“cheap phone case” in the auto ad group: 22 clicks, $15.40, no order; limit 10 clicks
Negative exact “cheap phone case” for that ad group. The headline adds its $15.40 to the wasted spend.
“cheap phone case” (22 clicks) and “cheap phone cover” (9 clicks) in a campaign whose other phone-case terms sell; no order on these two; word-group limit 20 clicks
“cheap phone” and “cheap”: 2 terms, 31 clicks, $21.70, no order — negative phrase candidates for that campaign. “phone” and “case” also appear in terms that sold, so they are not suggested.
“magnetic phone case” from the auto and broad campaigns: 55 clicks, 9 orders, $225.00 sales, $43.50 spend; target ACoS 30%
ACoS 19.3%, not an exact keyword yet: add it as exact. Starting bid = $225.00 ÷ 55 clicks × 30% = $1.23.
Common uses
- A weekly clean-up: the search terms and word groups that spent money without an order, as one upload file.
- Moving converting search terms from automatic and broad campaigns into exact campaigns, with a starting bid each.
- Auditing an account you took over: spend, ACoS and waste by campaign and match type in one view.
- Finding competitor product pages that sell for you (or never do) in automatic campaigns.
How each list is made
- Negative exact: a search term’s clicks, spend and orders are added up per ad group (or per campaign, if you choose), over every keyword and date it appeared with. It is listed when it has no order and reached your click limit (or your spend limit). A term that is your own exact keyword is not negated (that would stop the keyword): it is named in the notes, to lower its bid or pause it.
- Negative phrase: every search term of a campaign is split into its words and word groups; a group is listed when it appears in two or more terms, reached your word-group click limit and none of its terms had an order. Common words alone (for, with, the) are never suggested, and neither is a group made only of the words of a keyword the campaign runs (it would stop that keyword: the notes name it, to lower its bid or pause it).
- Harvest: a search term with at least your number of orders and an ACoS at or below your limit, over all campaigns, that is not an exact keyword yet (in these reports or, with the bulk file, anywhere in your account).
- ASINs: a search term that is an ASIN is a product page your ad showed on. With orders it becomes a product target; with clicks and no order, a negative product target for that ad group.
The starting bid
The starting bid of a harvested term is its sales per click × your target ACoS. It is the price per click at which the term would have run at your target: the same as CPC × target ACoS ÷ actual ACoS. It is never set below the marketplace’s documented minimum bid (Amazon Ads limits).
The bulk upload file
The upload file holds one row per negative, as the Amazon Ads bulksheet guide describes: Negative keyword rows (ad group level) or Campaign negative keyword rows with the match type negativeExact or negativePhrase, and Negative product targeting rows with asin="…", each with Operation Create and its campaign and ad group IDs (creating Sponsored Products entities in bulksheets). IDs come from the bulk file’s search term tab or are matched by campaign and ad group name in its Sponsored Products tab. Keywords Amazon would refuse — more than 80 characters, more than 10 words, or more than 4 words in a negative phrase (Amazon Ads limits) — stay out of the file and are marked in the lists. Sponsored Brands negatives go into the CSV list only. Upload the file yourself in Bulk operations; nothing is sent to Amazon from here.
Several reports in one view
- Daily reports (time unit Daily) are merged row by row: a day that two downloads share is counted once.
- Summary reports are added up; when two of the same ad type cover the same days, the notes say so, because those days then count twice.
- Each currency is analysed apart, and the attribution window of each file is read from its headings (“7 Day Total Sales”, “14 Day Total Sales”): Sponsored Brands counts sales within 14 days of the click, Sponsored Products reports have 7-day and 14-day columns, and the search term tab of a bulk file always uses 7 days (report columns, search term reports in bulksheets).
Sources
- Amazon Ads: Search term reports — only search terms with at least one click are listed
- Amazon Ads: Search term reports in bulksheets — the search term tab of a bulk download and its IDs
- Amazon Ads: Limits, constraints, and quotas — keyword length, words and characters, minimum bids
Limitations
- MySmartCoPilot is not affiliated with or endorsed by Amazon.
- Suggestions from your own reports, not advice: a term with no order yet may be new, seasonal or just unlucky, so check each one before you upload it.
- Amazon lists only search terms with at least one click; orders of the last days can still be attributed after you download the report.
- Headings are matched by their usual words in several languages; a column the analyzer cannot place is chosen by hand under “Columns”.
- The upload file covers Sponsored Products. Very large Excel files need a computer with enough memory; CSV downloads are lighter.
Privacy
On this device; its files download once
Your reports and bulk files are read in this browser and never uploaded; only your settings and column choices are remembered on this device.
Frequently asked questions
What do I get without a pass?
Without a pass, Amazon PPC Search Term Report Analyzer shows every count in full, with the first rows of each list (up to 10): negatives, word groups, terms to harvest and ASINs. Until you unlock it, the result can’t be downloaded or copied. A Premium or Ultimate pass, a one-time payment that never renews, unlocks the full result. The pricing page lists the passes and their prices.
How many clicks without an order should I allow?
It depends on how often a click turns into an order for you. If 1 click in 10 converts (10%), the chance that a term just as good gets no order in 10 clicks is 0.9 to the 10th power, about 35%; in 20 clicks about 12%, in 30 clicks about 4%. So a limit of two or three times the clicks one order usually takes (1 ÷ your conversion rate) leaves few good terms negated by bad luck.
Why do some search terms look like “b0c1abc234”?
Those are ASINs: the product pages your ad showed on, mostly from automatic campaigns and product targeting. The analyzer lists the ones that sold as product targets and the ones that only cost clicks as negative product targets.
Does it change my campaigns?
No. It never connects to an Amazon account. You download the upload file and upload it yourself in Bulk operations, after reading it.
Can I add reports of several weeks or marketplaces?
Yes. Daily rows that two downloads share are counted once, summary reports are added up (with a note when their dates overlap), and every currency gets its own analysis.