Imagine being an experienced Amazon seller, constantly wrestling with the complex data of PPC advertising. Have you ever wished for "x-ray vision" that could clearly reveal the true performance behind every search term and keyword, enabling smarter decisions and higher returns on your ad spend? The latest upgrade to Helium 10's Adtomic platform might be the solution you've been searching for.
Adtomic, Helium 10's dedicated advertising platform for Amazon sellers, has recently introduced new "Keyword Details" and "Search Term Details" pages. These updates aim to provide sellers and account managers with more powerful, user-friendly tools to gain deeper insights into PPC campaign performance and extract actionable intelligence that saves both time and money. This unprecedented level of detailed analysis promises to elevate complex PPC management to new heights.
Search Term Details Page: Revealing True Consumer Behavior Metrics
In Amazon's PPC advertising system, keywords, ad groups, and campaigns form the internal organizational structure that helps you target search terms. However, the actual point of contact with customers occurs through search terms themselves. Therefore, understanding search term performance is crucial for maintaining a healthy PPC account.
The new Search Term Details page allows you to view the performance of search terms across your entire account over a selected time period. This provides remarkable detail about campaign behavior and enables precise traffic direction to your most valuable customer segments. Search term-level data represents one of the most important metrics for measuring actual advertising effectiveness. While keywords may show fluctuations in impressions, search term data serves as the true barometer of consumer behavior, directly reflecting what shoppers type into the search bar.
Key Features of the Search Term Details Page
The Search Term Details page lets you click on any search term to view its performance segmented by targeting over time - offering depth of information unavailable at the Seller Central account level.
To access this page, simply click the new chart icon next to any search term in Adtomic.
Upon entering, you'll first see a chart of the selected search term. Like other Adtomic charts, this one offers fully customizable metrics and allows selection of any time period relevant to your needs.
Below the chart is the search term graph, where you can view the keywords managing the search term and their individual performance.
This is where the tool demonstrates its power. For example, you might see the search term "coffin shelf" associated with five different keywords across various ad groups. Each keyword correlates with a different color in the chart, with the dark blue keyword at the top receiving the most impressions.
When a search term links to multiple keywords, assessing specific keyword performance becomes challenging without this type of insight. A bid change on one keyword might shift impressions to another. The visualization clearly shows how bid adjustments actually affect search term performance, which keywords drive which impressions, and ultimately whether your search term performs well (regardless of which keyword links to it).
If you use Adtomic rules integrated into the Campaign Builder or rules added to Ad Manager, you can view these when creating targeting conditions. This provides an excellent way to monitor new keyword promotions and assess whether they deliver expected results.
How the Search Term Details Page Enhances Account Management
This visualization lets you monitor performance of your most important search terms over time, ensuring they trigger the most relevant and profitable targets. You can identify when search term performance declines and whether less relevant targets are stealing traffic.
You can then take appropriate action to manage traffic for that search term by pausing targeting conditions and/or isolating the search term with your most efficient or visible targeting condition by setting it as a negative. This provides unprecedented insight into search term performance, giving you better control over who sees your ads.
Keyword Details Page: Deep Dive into Critical Targeting
The Keyword Details page offers another powerful way to examine important targeting conditions/keywords in your account. While Adtomic's analytics pages already provide sophisticated insights about keyword performance, the Keyword Details page goes further. You can now view a chart showing keyword performance over time.
Key Features of the Keyword Details Page
Similar to the Search Term Details page, you access the Keyword Details page by clicking the chart icon next to any keyword or targeting condition in Adtomic.
The Keyword Details page first displays information about the current bid and a brief bid history.
This history shows performance updates for a keyword like "coffin shelf" from July 17, 2021 to August 26, 2021. You can review how the keyword performed at different bid amounts. If you identify a bid that might outperform the current one, you can update the bid here.
However, especially with broad match keywords that may associate with many different search terms, best practice remains examining search terms linked to the keyword or targeting condition before making optimization decisions. For exact match keywords or ASINs, the brief update history of target results serves as a reliable indicator of performance at different bid amounts.
Below this section, you'll find two familiar charts with customizable metrics, providing a granular view of keyword performance:
This view demonstrates where the Keyword Details page shows its real value.
Note the purple bid line in the chart above and its correlation with ACoS metrics (the solid blue line shows daily ACoS, while the dotted blue line shows the 7-day average). Here you can see how bid changes affect metrics over time.
Also observe the peak in the 7-day ACoS average, the subsequent bid reduction, and the following decline in the 7-day ACoS average. This demonstrates how the bid change on 8/19 helped reduce the 7-day ACoS average.
For deeper analysis, you can toggle between chart view and search term view to see which search terms link to the keyword and their corresponding performance:
In this view, you can add search terms as negative targets or navigate to the "Search Term Details" page by clicking the chart icon next to search terms requiring further investigation.
How the Keyword Details Page Enhances Account Management
This level of data insight would normally require extensive manual digging. With Adtomic, you gain extraordinary visibility into search term and keyword performance with just a few clicks.
When you can quickly understand at a granular keyword level how bid changes affect ACoS, impressions, or spend, it not only helps you monitor your most important keywords but also reveals when performance declines and why.
Add the ability to drill down into performance of specific search terms across different keywords in your account, and you have a powerful set of metrics crucial for a holistic PPC optimization strategy.