Amazon PPC glossary
Search term report
The search term report lists every search term that triggered your ads, with the clicks, spend and sales for each. It is the most useful report in PPC because it shows what shoppers really typed.
Example
Your report shows “water bottle 32 oz” with 8 clicks and 3 orders, and “plastic water bottle” with 12 clicks and no orders. You keep and promote the first, and block the second with a negative keyword.
Where it matters most: Book 1, The Amazon PPC Clarity Guide, in the chapter “Reading Search Term Reports.”
Go deeper
The glossary gives you the one-line answer. The Amazon PPC Clarity Guide explains why it matters and what to do about it.