What is a search term in OTTO advertising?
Last updated: 31 October 2026 · The MargenOptimierer app is in German. Button and menu names are shown exactly as you see them, with the English meaning in brackets.
A search term is what a customer types into the search field on OTTO, unlike the keyword you book.
The Suchbegriffe (search terms) tab of the ad console lists the search terms your ads appeared for, with their clicks and costs. The Gebuchtes Targeting (booked targeting) column shows which keyword the ad ran through, and for an automatic campaign it says „Automatische Kampagne“ (automatic campaign). For a search term, OTTO only counts the revenue of the advertised item.
Example: The search term „gartenstuhl klappbar“
Say customers search for „gartenstuhl klappbar“ on OTTO and click 40 times on ads from “Automatic – Garden furniture”, and 3 of them buy. Then „gartenstuhl klappbar“ appears in the Suchbegriffe tab with 40 clicks and 3 sales.
What else counts for search terms
Not every click is shown here
OTTO's search term report doesn't always contain every click. The totals here can therefore be lower than in the Kampagnen (campaigns) tab. What's missing is stated with its clicks and amount in a sentence below the table.
OTTO doesn't name an item
OTTO's report doesn't name an item for a search term. So if you exclude a search term for one item only, you choose the item yourself.
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