Glossary

Also known as “split testing”, this refers to a randomized experiment where two or more versions of something (keyword, placement, graphic, etc.) are shown to different groups of people to determine which version works best based on your goals.

The system Amazon uses to decide how products are ranked in search results.

How well you’re adhering to the policies required to sell on Amazon. You can see an overview of your Account Health in your Seller Central. Amazon has more details on their color-coded account health ranking in this link.

Ad groups are a way to organize your ads within a campaign and each campaign consists of one or more ad groups. You can group your ads by brand, product, category, price range, or other classifications like theme or targeting strategy.

The revenue you earn generated from your advertising efforts.

This is your Ad Spend ÷ Ad Sales. It is expressed as a percentage (e.g. 15% ACoS) In general the lower your ACoS the better but not always.

API stands for Application Programming Interface. Amazon’s API acts as the "front door" for applications and software developers to access data, business logic, or functionality from Amazon.

This is the identification number of a particular listing on Amazon. The same item can have several different ASINs. The ASIN identifies the listing, more than the product.

Amazon chooses which keywords to target in an ad campaign and bids can be controlled at the campaign level.

The amount you are willing to spend in order to have your ad shown in the Amazon ads auction.

This is the least specific match type. Your ads are eligible to appear when a user searches any word in your keyword phrase in any order. For example, if your broad keyword is “dish brush” then, might show up on searches like Scrubbing dish brush, Blue dish brush, Dish brush packs, Brush dish, Brush for doing dishes.

This is a way to upload lots of information to your campaigns at once via spreadsheet. For example, if you want to add new keywords to a campaign you can enter them into a spreadsheet first and then upload them to your campaign manager rather than adding them one by one.

A general marketing term that refers to a piece of content intended to get the audience to do a specific act (e.g. buy now or click here).

Clicks ÷ Impressions or the number of times someone clicked your ad vs how many times it was displayed to them.

The number of times someone clicks on your ad.

This is how often you get a sale compared to the number of clicks you receive – Sales ÷ Clicks.

Sometimes called the unit cost. This is the direct cost of producing the goods sold by a company.

The amount you pay when a customer clicks your ad. Or your Ad Spend ÷ Clicks.

The words your customers type into the search bar.

How much you are willing to spend on a campaign each day. On any given day, you could spend less than your daily budget, or up to 10% more than your average daily budget.

The bid that you set at the ad group level that Amazon will use when you have no custom bid for your target.

Amazon adjusts your bid in real-time (by a maximum of 100% for top of search, or 50% for other placements) when your ad may be more likely to convert to a sale, and lower your bids when less likely to convert to a sale. For example, if you bid $1.50 on a keyword and Amazon rates the purchase probability as low, the bid can be lowered to $0.40 for example, or even to $0.

Amazon will increase your bids in real-time for clicks that may be more likely to convert to a sale, and reduce them for clicks that are less likely to convert to a sale. So how much could you end up spending? For example, if you have a bid of $1.00. For top of search, this bid can be increased by up to 100% so that would be a maximum of $2.00. For all other placements, the maximum is 50%, so that would be up to $1.50.

The name of our proprietary software. Along with some help from our PPC Experts, Emmett works hard to optimize your ads and harvest the most profitable search terms to rake in those dollars and grow your business.

The most specific match type. Your ads can only be triggered by customers searching for your exact keyword phrase. For example, if your target is “dish brush” then the customer would need to search for exactly those words in that order. So your ad would only show up when a customer searches exactly for “dish brush”.

At the core of our process is our proprietary farming method. The goal is to find as many profitable CSTs (Customer Search Terms) as possible. We do this by using relevant "seed" keywords in broad campaigns and then analyzing the conversions to find high-potential search terms. Then we move those profitable terms into exact campaigns where we closely monitor the bids. We’re able to completely customize the level of farming based on each specific account and business goals.

When farming for an ASIN, we set up 2 campaigns – we call them “Full-Auto Farm” and “Broad Farm”. The Full-Auto Farm campaign Farms CST (Customer Search Terms) based on Amazon recommendations. The Broad Farm campaign Farms CSTs based on our seed keywords.

This is the last step in our 6-Step Farming Process. Once we’ve identified all of the possible profitable search terms for your product our A.I. will systematically perform bid updates. We’ll also continue to keep an eye on your campaigns and make adjustments with seasonal changes or when/if the market fluctuates.

FBA means that Amazon will store and fulfill a business’ orders. A business will process and ship its items to one of Amazon’s distribution centers for Amazon to then send to the customer.

This refers to the 5th step in our 6-Step Farming Process. After we’ve identified profitable search terms from our farming campaigns we’ll “harvest” them into exact campaigns to precisely control the bids.

We can customize our farming process based on a client’s goals and budget. Heavy farming means that the goal is to identify every single possible profitable keyword that converts for your product.

This refers to when an ad is viewed or displayed, regardless of whether or not the ad was clicked.

The words that you want your ads to display on, or words that you bid on in your manual campaigns.

We can customize our farming process based on a client’s goals and budget. Light farming means we would allocate less ad spend towards the farming or "research" campaigns and instead use the budget for the exact campaigns.

You choose which keywords to target and you can control bids on the keyword level.

Predicting the words people will use to find a product can be difficult, which is why Amazon uses 3 different methods to "match" keywords with customer search terms. Within a manual campaign, Amazon offers Broad, Phrase, and Exact keyword matching.

This means to make a keyword negative.

A regular keyword tells Amazon where you want your ad to show up. A negative keyword tells Amazon where not to show your ad. Using negative keyword targeting can stop Amazon from showing your ads in places where it’s not relevant and therefore not profitable for you.

Also known as “Sales”. When someone purchases your product they are placing an order.

This refers to the revenue generated that is not attributed to ads.

When you pause a campaign it will no longer spend money or generate revenue. Pausing campaigns can be a good alternative to deleting them so that you don’t lose any past data.

An auction-style system within sponsored ads where keywords, competitors, and categories are bid on.

Your ads will appear when a user searches for the same words as your phrase. The words must be present and they must be in the correct order For example, if your target was “dish brush” then your ad would show on these searches. Scrubbing dish brush, Blue dish brush, Dish brush packs, But not these. Brush dish, Brush for doing dishes.

This refers to where your ad can appear. For example, “Top of Search Placement” means your ad will appear in the top row of the first page of search results.

In the 2nd step of our 6-Step Farming Process, we plant seeds. This refers to our team of PPC experts carefully analyzing your products and target audience to select the best possible “seed” keywords, categories, and competitors to include in campaigns.

The landing page is where a product is displayed. Customers can read product descriptions and reviews, view images and videos as well as read Q&As.

How much revenue return you’re getting from your ad spend. Revenue ÷ Ad Spend.

Also called an “Order”. This is when someone purchases your product.

This is a metric that explains the relationship among products within a category based on sales performance. Sales rank is calculated based on all-time sales of an ASIN or product where recent sales are weighted more than older sales.

These are highly relevant keywords that we add to a farming campaign to find profitable search terms.

The amount of money you’re spending on advertising.

An Amazon ad type that offers different formats to choose from such as including your brand logo or a short video.

A special, more advanced, ad type that allows you to target customers both on and off Amazon.

This is an Amazon ad type that allows you to create campaigns for individual products by targeting relevant keywords, competitor products, or categories.

This refers to what you’re aiming to have your ad displayed on. These could be keywords, competitors, or categories depending on your campaign type.

This is the first step in our 6-Step Farming Process. This is the foundation of everything. We work hard to understand your goals for your business and products which allows us to establish our initial campaigns so that we can farm effectively.

This metric measures the relationship between ad spend and total sales. The formula is Ad Spend ÷ Total Sales. If TACoS < organic profit margin, then your overall business is profitable after advertising.

This is the 4th step in our 6-Step Farming Process and refers to removing (making negative) any keywords that aren’t making money and modifying bids accordingly.