Skip to content

5. Keyword Research & Search Term Mining

This cluster contains 4 wiki page entries. Read it as a mini-module: learn the concept, try the workflow, then practice with a report, campaign draft, or simulator scenario.

Pages in this section

  • [[5.1 Research Methodology]]
  • [[5.2 Keyword Research Tools]]
  • [[5.3 Search Term Harvesting Workflow]]
  • [[5.4 Long-Tail vs. Head Term Strategy]]

Merged from Complete Data-Filled Guide

Complete data-filled section notes

Keyword research is how you learn the language customers use. Don't guess forever. Start with common-sense terms, then replace guesses with real search term data.

Research methods

  1. Brainstorm product names, features, use cases, problems solved, and customer types.
  2. Review competitor titles, bullets, and product positioning.
  3. Use Amazon autocomplete to see real search phrasing.
  4. Use Search Term Reports after campaigns run.
  5. Use reverse ASIN tools like Helium 10 Cerebro or Jungle Scout Keyword Scout.
  6. Use Brand Analytics Search Query Performance when Brand Registry is available.

Search term vs keyword

A keyword is what you bid on. A search term is what the customer actually typed. The Search Term Report is gold because it shows reality, not theory.

Harvesting workflow

  1. Launch Auto and Broad discovery campaigns.
  2. Wait for enough clicks and orders.
  3. Download the Search Term Report.
  4. Sort by orders, CVR, ACOS, spend, and CTR.
  5. Promote winners to Exact.
  6. Add harvested terms as Negative Exact in the source campaign.
  7. Scale bids and budgets for proven terms.

Starter harvesting thresholds

Metric Starter threshold
Clicks 50+
Orders 5+
ACOS At or below target
CTR 0.5%+ as a rough starter

Head vs long-tail terms

Head terms are short and high-volume, like running shoes. Long-tail terms are specific, like men's running shoes size 10 wide. Head terms create reach. Long-tail terms usually create efficiency.

Operator checklist

  • Explain the topic in plain English.
  • Identify the report, console area, or input data needed.
  • Make the smallest safe change first.
  • Log the action, reason, and expected review date.
  • Escalate if the issue touches policy, inventory, account health, or large budget changes.