Keywords & targets

The Keywords and Targets tabs list every keyword and product target across all campaigns in the selected marketplace — not per ad group, the whole account at once. The same chart, date window, quick search, and query language from the Campaigns page apply.

What the columns mean

• Match — exact, phrase, or broad for keywords; Product targeting for a specific ASIN or category, Auto targeting for one of an auto campaign's four clauses. The Match filter takes all five, so you can narrow the table to just your auto clauses or just your product targets; to single out one clause, filter Target contains Substitutes (or Close match, Loose match, Complements).
• Bid — the effective auction bid. Keywords without their own bid inherit the ad group default; MerchDash shows the inherited value and flags it (bidInherited).
• State — enabled/paused, kept fresh by the state sweeps. Sponsored Brands/Display rows show no state.

Keywords with no impressions

Amazon reports a keyword or target only on the days it actually showed, so one that got no impressions in your window has no data row at all — it will not appear in this table for that period even though it is live. Automation still reaches it: a bid rule reads those entities as zero clicks, zero spend and zero sales.

Tick Include zero-impression above the table to list them anyway, as rows with zero metrics. That is the setting to reach for whenever the table looks short — a manual campaign showing six of its forty keywords is not a filter problem, it is thirty-four keywords that did not run in this date range. Two things worth knowing: these rows come from MerchDash's own snapshot of your account rather than from a report, so something created since the last state sweep can still be missing; and on very large accounts the table is capped by spend, so the zero-metric rows are the first to fall off the end. The setting sticks between visits.

One thing to know when writing a cleanup rule: to act on things that never ran, test impressions (IF keyword.impressions = 0), not clicks. clicks = 0 means “ran and never got clicked”, which is a different set. See entities with no impressions for the full rule.

Auto campaigns: where are my other three clauses?

Every auto ad group has four predefined clauses — close match, loose match, substitutes, complements — but by default the Targets tab only lists what delivered, for the reason above. On the common one-ASIN-per-ad-group setup close match takes nearly all the traffic, so it is often the only one of the four you see, and filtering by campaign or ad group name does not bring the others back: they were never in the table to filter. Include zero-impression adds them.

To set bids on all four, use Actions → Adjust Auto Targeting Bid. Select any number of auto Sponsored Products campaigns on the Campaigns tab (or any number of one campaign's ad groups on the Ad groups tab) and it reads the clauses live from Amazon, so it does not care what delivered. Everything you ticked is filled in one run — and reverted as one entry; campaigns that are not auto Sponsored Products have no such clauses, so they are skipped and the dialog says how many. You get one bid field per match type; leave a field blank to skip that clause. By default it only fills clauses with no bid of their own — the ones inheriting the ad group default — and unticking only adjust empty overwrites existing bids too. Every write is capped by your maximum bids and revertible from Change history.

To run the same fill on a schedule, an automation rule has the identical action as campaign.setAutoTargetingBid("close match", 0.35) — on a campaign or on a single ad group, with when: "empty" for the only adjust empty tick. It reads the clauses live the same way, so it reaches the three that never delivered, and a new auto campaign is filled the night it appears rather than whenever somebody remembers.

To see one ad group's four clauses with their current bids, open the ad group itself — that view is also read live from Amazon and each clause has its own Set bid button.

Editing

Bids and states are editable inline and in bulk selections. Every edit is logged with before/after values in Change history and can be reverted. For recurring keyword work — bid down losers, harvest winners — write it once as an automation script instead of repeating it by hand.