How to Interpret Criteria Suggestions (Keywords/ASINs, PATs…) and Suggestion Review Explanation
This article explains how to read the Suggestions table and interpret criteria suggestions that Adspert served you on the Suggestions Review page.
I will explain all elements that are built around an individual keyword suggestion.
Why is this important? Because if at least one of your Criterion Hub Rule Actions is set to “Review”, then your criteria suggestions appear on the Suggestions Review page where you can accept or reject them.
And to make informed decisions for your PPC strategy, you should know what is where.
Let’s go!
Suggestions Review Page
Suggestions Review page has 2 tabs, Suggestions and Queue. In this case we’ll only look at the Suggestions tab (that is already open by default).
The Suggestions tab displays a collection of tables. Each table has a title that reflects the entire source and group's hierarchy.
The title consists of:
A - Platform logo
B - Advertising account name
C - Campaign name
D - Source ad group name
Suggestions Table: Explained
I’ll explain the entire table for a criterion suggestion that is based on a Sponsored Products Auto campaign (Amazon Ads). Let’s begin from left to right:
Accept
Approve (click green checkmark) or Reject each individual suggestion (click red cross).
Suggestion
From the “Suggestion” column you can see all the information regarding the criterion suggestion:
Suggestion type itself with criterion type, e.g. “Exclude keyword”
Criterion, e.g. “men oily skin”
And the suggestion reason, e.g. “Low click value”
Quick Reminder: “Criteria” is an umbrella term for everything that can be bid on: keywords, products, categories, and so on.
Pro Tip: You can also filter the suggestions! From the “Suggestion” column title field, click the filter icon. Then select “Add Filter” and choose whichever filter you want. You can filter by:
Suggestion Type
Criterion Type
Suggestion Reason
Criterion Name
Depending on the selected filter, you can choose additional parameters. For example, if you select the filter “Suggestion Type”, you can also select “Addition” or “Exclusion” to refine your results.
Conversions, Revenue, Cost and CR (Conversion Rate)
The next 4 columns display metrics: Conversions, Revenue, Cost and CR (Conversion Rate). These are the defaults but you can change them (click Metrics icon and select up to 4 metrics).
Attention: One thing you cannot set is the date range for the metrics. It is set for the last 30 days and you cannot modify it.
Rule
From here you can see the applied Criterion Hub Rule Action that triggered the criterion suggestion. If you’d like to see the full rule, hover over the “i” icon to get full rule details.
Destination
From here you can see where the suggestion will be added IF you accept it.
Important: If you see (like in this example) “Create General Campaign”, Adspert will automatically create a new campaign.
If you don’t wish Adspert to create a new campaign, then you need to edit destinations for criteria suggestions.
Let me explain different destinations with an example, see the screenshot below:
Adspert will create a Generic Campaign and will add the suggested keyword as an exact match.
Adspert will create a Generic Campaign and will add the suggested keyword as a phrase match.
Adspert will add the suggested keyword to the same ad group (“Cosmetics > Skincare > Men”) as a negative exact keyword.
Actions
Click the “...” icon and select the action you’d like to perform.
Conclusion
This was a quick overview of a single Suggestions table on the Suggestions Review page. If you would like to learn more about the Suggestions Review and its features, check this article collection.