The Search Terms page contains the most granular data for your Amazon campaigns. This is often the best page to use in order to narrow down which Search Terms are working well, and which ones are costing you money. (If you are not sure of the difference between Search Terms and Keywords, click here)
You can access your Search Terms in one of two places. For campaign specific Search Terms, you will navigate to the 'Search Terms' tab at the top of the campaign overview page:
You can also view the Search Terms for all of your campaigns in a single place. This is a great way to see which Search Terms are performing well or poorly for your entire marketplace. To view this, click the 'Keywords' tab in the left navigation under Advertising and look for 'Search Terms' at the top of the page:
Both Auto and Manual campaign types will pull in Search Terms. The filters on this page allow you to narrow down the results shown by a number of different metrics. For example, you may sort down to the results on Search Terms that have a conversion rate of a certain range:
You can also sort by match type, ad group, campaign groups, and campaigns:
One of the main actions you may end up taking is adding Keywords to a manual campaign from the profitable Search Terms in an auto campaign. To do this, click on the three black dots on the left side of a Search Term, then on 'Add as Keyword'. This will bring up a window to select the desired campaign and ad group.
There is another option to add Negative Keywords from the same dropdown menu. This is often used when Search Terms are costing too much money without a high enough conversion rate.