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The Search Terms Scope in the Rule Engine for Amazon Ads helps you get aggregate performance data for the same search terms triggered within an ad group. The scope is a great way for you to consider the overall performance of search terms before you decide to add them as positives or negatives.
Sponsored Products, Sponsored Brands, and Sponsored Display campaign types are supported under the Search Terms Scope.
How Does it Work?
The aggregation of performance data is determined by the attributes you include in your strategy. Here’s how it works in different scenarios:
1. Aggregation at Ad Group Level
Use Case: If you want to understand the overall performance of a search term in an ad group, regardless of its match type or associated target.
Result: Performance data for the same search terms is aggregated at ad group level irrespective of the matching keyword or keyword match type.
2. Adding Matching Keyword Attribute
Use Case: If you want to evaluate search terms in the context of their associated keywords or product targets. This helps in refining strategies specific to keywords or product targets.
Result: Performance data for the same search terms is aggregated based on the matching keyword or product target for each ad group.
3. Adding Match Type Attribute
Use Case: Ideal for scenarios where the performance of a search term varies significantly across different match types. For example, evaluating how a search term performs as broad match versus exact match.
Result: Performance data for the same search terms is aggregated based on their match type for each ad group.
You can also refer to the information banner on the suggestions page to check the level at which aggregation is done based on the attributes used in the strategy.
Supported Actions
When creating strategies to manage search terms for Amazon Ads, you can set up the rules to take any of the following actions:
Select 'Include in Report' to generate a report of all search terms that matched the rule's conditions.
Select 'Add Keyword' to add the search term as a positive or negative keyword at the Ad Group level. For now, you can also choose to add keywords as a negative at the campaign level only for Sponsored Products. You can also specify match types.
Select 'Add Product Targets' to add search terms as positive or negative product targets. When adding search terms as positive product targets for Sponsored Products, you can choose the targeting type for the new Product Target. For other campaign types, Exact type is the default targeting option.
By understanding and leveraging the Search Terms Scope in the Rule Engine for Amazon Ads, you can optimize your campaigns more effectively and make data-driven decisions that align with your advertising objectives.
‘Search Terms for Automated’ Campaigns
Amazon doesn't let you add keywords or product targets for your automated campaigns, but it's essential to monitor the search terms that are driving traffic to your campaigns. The Rule Engine simplifies this process by consolidating search queries from manual and automated campaigns into one view. You can easily filter, analyze, and act on these queries.
You can get search terms for campaigns with automated targeting using the “Targeting Type is equal to Automatic campaign” condition. Since keywords or product targets cannot be added as positives in automated campaigns you can only see suggestions when you choose the action "Include in Report.” You’ll see results (both keywords and ASINs) from automated campaigns.
Use the non-converting search queries report and add them as negatives on Amazon, to get some control. Export suggestions into a spreadsheet for easy implementation via the Amazon Advertising Console.
Search Term exists as Keyword in Account Attribute
If you run automated and manual campaigns for the same product, you can discover new search query ideas. With the attribute "Search Term exists as Keyword in Account," you can quickly identify if a search term from an automated campaign is already being targeted in a manual campaign and add it if not.