First off, you need to understand the difference between keywords/targets and search terms in the world of Amazon PPC.

Keywords - This is the target word phrase that you want to bid for. You can decide how tightly you want to bid for the keyword using the 3 match types available (Broad/Phrase/Exact)

Search Term - This is the query that the Amazon customer used to match your keyword. If the keyword's match type is exact, the customer query and your keyword will be the same.

So in situations where the keyword and customer query are NOT the same, there lies an opportunity to gather more relevant keywords to expand your visibility.

In SellerMetrics, we find these search term opportunities to add to our campaign by setting search term rules. If a search term triggers the rule, our system would deal with the search term either by:

• Displaying it in the Converted Search Term screen

• Automatically added to the destination ad group by SellerMetrics (if the automate toggle is on)

*Please note, search term level data can only be gathered from the following campaign types as the source campaigns (the campaign of where the search term is gathered)

• Sponsored Product - Auto

• Sponsored Product - PAT

• Sponsored Product - Keywords

• Sponsored Brands - Keywords

• Sponsored Brands Video - Keyword

Create a Search Term Rule

• Click on the "+" button under the Search Term Rule column. An add search term rule pop-up will appear.

• Enter a name for the rule.

• Select the destination campaign, then the destination ad group. If you select more than one ad group, it would mean that the search term will be added multiple times.

• Enter the Rule Threshold - You are required to enter the Order threshold, while the Max ACoS threshold is an optional threshold. These thresholds will be used to trigger the search terms.

• Automation Toggle - this toggle, when enabled, will allow the system to automatically add your search term into your destination ad group once the threshold has been triggered. If disabled, the triggered search term will appear on the Converted Search Term screen.

• Keyword/ASIN - Select keywords for the rule to harvest for keywords like search terms, select ASIN for ASINs or ISBNs that have triggered the threshold rules.

• Match Type/Bid - Select the match types you want to add for your destination with its corresponding bid amount. Adding more than one match type will increase the number of actions added to the destination ad group.

Adding a Search Term on an Ad Hoc Basis

On the other hand, you can also add a new search term on an ad hoc basis under the "Analytics" >> "Search Term" screen.

Add a search term from the row you select by clicking on the "Action" drop-down and selecting "Add Keyword"