Your backend search terms is discovery and your bullets as conversion. The backend is top-of-funnel, designed purely to get impressions, while bullets work the bottom-funnel job of convincing shoppers to click Add to Cart.
Keep backend keywords under 250 bytes (not characters) and UTF-8 encoded.
For a Pro setup, load the backend with 5–7 long-tail phrases like “non stick frying pan dishwasher safe oven safe,” and use the bullets for 3–5 high-intent modifiers such as “PFOA-free coating” or “induction compatible.”
Your title should focus on one or two exact-match head terms only. In practice, backend terms drive about 60% of impressions, while bullets influence roughly 75% of Add-to-Cart actions. Validate performance in Seller Central under Advertising → Targeting → Search Term Impression Share, aiming for 80%+.
Move your top 10 non-converting search terms into the backend, and refresh everything quarterly using Brand Analytics → Search Query Performance.
