A search term is what a shopper actually typed before clicking your ad — distinct from the keyword that matched it.
A search term is the exact text a shopper typed into Amazon before your ad appeared and got clicked. It is not the same as your keyword: the broad-match keyword dog collar can match search terms like waterproof dog collar large, cheap dog collars, or cat collar.
The search term report is the highest-leverage dataset in Amazon PPC. It tells you which real queries make money (promote them to exact-match keywords — see harvesting) and which burn spend without converting (block them with negative keywords).
Reviewing search terms weekly — or letting software do it nightly — is the difference between an account that compounds and one that leaks.
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