About The Report
The Sponsored Brands Search Term report provides sellers with a more comprehensive understanding of the specific search terms that drive conversions. This report allows sellers to identify and optimize the most effective search terms to improve the performance of their ad campaigns.
With this level of insight, sellers can make informed decisions about how to allocate their ad budgets and refine their targeting strategies to achieve better results.
What are the metrics available in Sponsored Brands Search Term Report?
How is the Sponsored Brands report different from the Sponsored Products report?
In Sponsored Products campaigns, the only difference between broad match and phrase match terms is the word order. Phrase match terms keep the same word order as your original keyword target; broad match terms scramble the order.
However, in both cases, the search terms always contain the same words as the original keyword target.
For example, notice that in the following broad match target, all of the same keywords appear, just out of order:
This is not the case in Sponsored Brands campaigns. There, the broad match considers synonyms or related keywords when assigning search term targets.
Look at the example below:
Notice that the customer search term includes a completely different set of words from the original target. This can only happen in a Sponsored Brands campaign.
That difference is important to understand. In Sponsored Brands campaigns, Amazon might accidentally use the synonyms to surface your ad on unrelated search terms, which could add up to wasted spend.
How to avoid this? Use “Broad Match Modifier.”
If you want all your keywords to appear in the search term, you need to add pluses “+” in front of eachkeyword. This way your Sponsored Brands broad keyword would behave exactly like your Sponsored Products broad keyword.
