As an advertiser, you've likely spent hours upon hours generating search term reports and conducting research to determine which keywords and ASINs to target in your campaigns. Perpetua's ad engine eliminates this need and automatically harvests any targets in your goals that it believes will lead to a sale. This process operates based on historical campaign data, conversion data, and the number of targets already in your goal.
Since this happens automatically, there may be times where you see new keywords added to your goals that appear irrelevant to the products within. For example, the product in your goal is a bag of potato chips and one of the new keyword targets is "birthday candles". Although this may look odd, consider the context and potential relationship between your product and that keyword:
Potato chips are a product that is often purchased for parties or social gatherings.
If someone is buying party supplies, they will likely buy other related products on top of potato chips (e.g., birthday candles, balloons, plastic cups, etc.).
Perpetua will only harvest new keywords after they've converted at least 1-2 times, thereby signalling a likelihood to achieve sales.
Even though it may seem like the keyword isn't directly related to your product, consider other factors as to why it led to a conversion and was harvested. If you truly think the keyword is not useful, you can always pause or negative match targets so that they will no longer be bid on.
NOTE: If there are less than 30 unique match types per ad group (a total of 90 targets in a manual campaign) in the campaign, the engine will harvest keywords from Amazon's Suggested Keywords list to meet the threshold. This may be the reason why the harvested keywords may not seem "relevant" or do not meet the conversion threshold.
For more information on keyword harvesting, please review the materials below:
Keyword Harvesting in Perpetua (article)
Keyword Discovery (Ad School lesson)
Article last updated March 2023. If you find this information to be out of date, please contact firstname.lastname@example.org.