A search term report helps distinguish what was targeted from the query or product interaction that produced an ad click. Read the column definitions before grouping rows.
Identify the row type
Keep the campaign, ad group, targeting expression, match type and reported search term together. Product-targeted activity can appear with an ASIN in the search-term column. Do not treat that row as a phrase to place in product copy.
The report includes search terms associated with at least one ad click; it is not a complete record of every shopper search. Amazon’s search term report definition.
Keep the measurement window visible
Record the date range, marketplace, currency and attribution definition. Group only comparable rows. A term appearing in several campaigns can otherwise look like a single target with a single bid.
Give each row a review decision
Use separate notes for product relevance and observed results. A relevant query with limited data may need more observation. An unrelated query may be a candidate for a negative target after checking how the exclusion would work.
Retain clicks, spend and attributed purchases beside the note. Where there are no attributed sales, do not force a sales-based ratio into the sheet. End with a list of candidates and reasons, rather than an unexplained score or blanket bid rule.