How Do I Fix Low-Click Search Terms on Amazon PPC?

September 16, 2022
By The Badger

Low clicks on your search terms are the bane of your existence as an Amazon PPC advertiser. Ideally, you’d want all our search terms to get clicks and conversions. But, our world is far from ideal, and you won’t see conversions on all your search terms.

If you have every single [search term] converting, you’re probably not doing enough testing.”

Elizabeth Greene

In this article, Ad Badger’s Michael Facchin and Elizabeth Greene from Junglr discuss the simple formula that can help you fix low-click search terms on Amazon PPC.

Let’s get into it!

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How Can I Identify Low-Click Search Terms on Amazon Advertising?

When you look at your Search Query Performance Dashboard (SQPD), you’ll notice that most search terms in your report get a few clicks each. These are the low-click search terms.

You might get impressions on those particular search terms, but the clicks are dismally low. We call this “Death by a Thousand Clicks,” where you have an average 10% conversion rate and 90% of the non-converting clicks spread over most of your search terms.

How Do I Fix Low-Click Search Terms on Amazon PPC?

To fix low-click search terms on Amazon PPC, you’ll need the N-Gram Analysis tool for Amazon Advertising. The N-Gram Analysis Tool is a tool we developed inspired by Google ads.

It helps Amazon advertisers analyze their search term performance data and identify the performance of individual keywords within the search terms.

For example: Let’s say you only sell blue bicycles. You might get clicks for “red bicycle,” “green bicycle,” and “black bicycle,” yet you don’t sell any of these. The search term “red bicycle” might have two clicks, But when you dig deeper, you might discover you’re getting clicks for “women’s red bicycle,” “boy’s red bicycle,” “red bicycle for girls,” and “red mountain bike.” The shared key phrase here is “red bicycle.”

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Individually, the search term “red bicycle” has one click. But, when you take a closer look, you’ll notice you’re getting a lot of clicks for other search terms with the key phrase “red bicycle,” but still no conversions.

You can use this intel to maybe add “red bicycle” as a negative keyword. And that’s what the N-Gram Analysis Tool does– it helps you catch all the non-performing search terms.

How Does The N-Gram Analysis Tool For Amazon Advertising Work?

The N-Gram Analysis Tool for Amazon Advertising essentially helps you look at individual words in a search term to determine where each word appears and how it performs.

To get started, you need to go to the Search Terms tab on the spreadsheet and paste your search terms from your Search Query Performance Report.

Next, copy the corresponding data for each search term from your Search Query Performance Report and paste it into the N-Gram Analysis Spreadsheet data columns. The crucial data points are impressions, clicks, cost, conversions, and conversion value.

The N-Gram Analysis Spreadsheet uses a formula to break down your search terms’ performance and present that data to you.

Data is presented in three tabs on the N-Gram Analysis Tool:

Each tab works differently. The Monogram tab gives you the data of individual words taken from your search terms. The Bigram tab creates two-word combinations from your search terms and presents the combined data for the two-word combo. The Trigram tab gives you the data for three-word combinations created from your search terms.

For example, if your search term is “buy puppy supplies,” the tool splits it into three separate terms: “Buy,” “puppy,” and “supplies.”

It then pulls the cumulative data for each word in your search term and combines the data. That’s how we get the data in the monogram tab, which will help you identify highly-converting individual words.

Another example: look at the word “accessories” on the Monogram tab. You can see the ad spend on it, clicks, conversions, revenue generated, and the ACOS associated with it.

You can then type “accessories” in the N-Gram Analysis Spreadsheets search tab to see all the search terms where the word appears.

You could stop your search term analysis at the Monogram level, but the N-Gram Analysis Tool allows you to do a deeper analysis at the Bigram and Trigram levels.

On the Bigram level, the N-Gram Analysis Tool pulls data for two combined words from your search terms. For example, “young dog” is a common combination in the dummy search terms report on our spreadsheet. Looking at the Bigram data, you can see that the “young dog” combination isn’t performing too well.

With this data, you can now take action on it– probably by adding it as a negative phrase to save your ad spend.

The Trigram tab lets you go even deeper in your analysis by giving you data on three-word combinations collected from your search terms.

Looking at our dummy data on the N-Gram Analysis Tool, you can see that the combination “toys for puppies” performs exceptionally.

You wouldn’t get these performance insights from the search term data alone. Looking at the Trigram data, you can identify new high-performing keyphrases that you can start using to optimize your Amazon product pages.

The N-Gram Analysis Tool gives you detailed search term analytics to pinpoint low-click search terms and make data-driven decisions based on accurate search term performance data.

How Often Should I Use The N-Gram Analysis Tool For Amazon Advertising To Fix Low-Click Search Terms?

We recommend doing a search term analysis once a month to fix low-click search terms.

Any more than that would be overkill, and you wouldn’t have enough data to give accurate insights into your search term performance change.

Running an analysis once a month creates adequate time for the search term data to reflect the changes you made in the previous analysis. For example, if you added some negative keywords from your last analysis, you’d want to wait for the search term data to reflect that change.

Fix Your Low Click Search Terms With The N-Gram Analysis Tool

In the words of Charles Kettering, A problem well stated is half solved.

The N-Gram Analysis Tool helps identify the problematic low-click search terms by compiling the scattered search term data into an easy-to-understand format. Use this data to identify non-performing search terms and add them as negative keywords, so you’re not wasting your ad spend bidding on non-converting search terms.

Download the N-Gram Analysis Tool and start fixing your low-click search terms today!