5.3 Search Term Harvesting Workflow

What this page teaches: Harvesting means moving search terms that prove performance into stronger manual control, usually exact match.

Why this matters in real accounts: This topic affects money, visibility, campaign control, reporting clarity, or team execution. Understanding the business reason first makes the console steps much easier to learn.

Practical workflow: - Collect seed keywords from listings, competitors, autocomplete, tools, and reports. - Launch discovery campaigns with controlled budgets. - Mine search terms after enough clicks or spend. - Promote proven terms into exact campaigns. - Negate waste or harvested terms based on structure.

Worked mini-example: The keyword "beer bong" may match the search term "beer bong funnel for party." If that search term gets orders at target [[ACOS]], harvest it into exact match.

Common beginner mistakes: - Confusing keyword with customer search term. - Promoting terms too early from one lucky sale. - Adding negatives without checking whether another campaign needs the traffic.

Definition of done: - The learner can explain the topic without jargon. - The learner can name the report, console area, or data input used for this topic. - The learner can describe one safe action, one risky action, and one escalation trigger.

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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.

Harvesting SOP

1. Launch Auto and Broad campaigns.
2. Let data collect for 2 to 4 weeks, depending on spend.
3. Download the Search Term Report.
4. Promote terms with 50+ clicks, 5+ orders, and ACOS below target.
5. Add those terms to Exact campaigns.
6. Add them as Negative Exact in the source campaign.
7. Increase bids only after the Exact campaign proves itself.

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.