Operator glossary
Search Term Report (ads)
The report of what shoppers actually typed before your ad converted — the raw feed for keyword harvesting and negative discipline, and the fastest listing-language research nobody does.
The ads Search Term Report shows the literal queries that triggered your ads, with clicks, spend, and conversions per term — the ground truth beneath your keyword targets. Broad and auto campaigns exist to generate this data; exact campaigns exist to exploit it.
Weekly workflow: harvest converters into exact targets, negative the waste, and — the underused third move — read the language: the phrasing shoppers use in converting queries is buyer language for titles and bullets, fresher than any tool export. Accounts audited without a search-term routine reliably leak double-digit spend percentages to queries that never converted.
The numbers
- Contents: actual shopper queries per campaign with clicks/spend/orders — the harvesting + negatives feed.
- Third use beyond harvest/negative: converting-query phrasing is free buyer-language research for listings.
Primary sources: Amazon Ads guides
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