Want to save money on Amazon ads? Negative keywords are your secret weapon. They stop your ads from showing up in irrelevant searches, helping you cut wasted spend and boost your ROI.
Here’s what you’ll learn:
- What negative keywords are: Terms that block your ads from appearing in unwanted searches.
- Why they matter: Save budget, improve targeting, and increase click-through rates (CTR).
- How to use them: Choose from exact, phrase, or broad match types to control exclusions.
- Pro tips: Regularly update your keyword list, block competitor terms, and adjust for seasonal trends.
Quick Example:
If you sell premium leather wallets, you might block terms like “cheap,” “faux leather,” or “discount.” This keeps your ads focused on shoppers looking for high-quality products.
Want a 20% boost in CTR and 30% less wasted ad spend? Stick around to learn how negative keywords can transform your Amazon campaigns.
Negative Keywords Basics
Definition and Purpose
Negative keywords are terms you specify to ensure your ads don’t appear for certain searches on Amazon. Think of them as a way to filter out irrelevant traffic. If a shopper’s query includes one of your negative keywords, your ad will be excluded from the results – even if other criteria match.
For instance, if you sell premium leather wallets, you might want to exclude terms like "cheap," "under $20," "budget," or "clearance." This ensures your ads don’t show up for shoppers looking for low-cost options, keeping your targeting aligned with your brand.
This filtering not only helps you focus on the right audience but also delivers measurable improvements in your campaigns.
Benefits for Sellers
Using negative keywords isn’t just about avoiding irrelevant searches – it brings several key advantages:
- Higher Click-Through Rate (CTR): By filtering out unrelated searches, you attract more engaged shoppers, boosting your ad engagement.
- Better Cost Management: Blocking unqualified clicks saves money, ensuring your ad spend goes toward more likely buyers.
- Greater Campaign Control: You decide which search terms trigger your ads, giving you tighter control over your budget and strategy.
- Sharper Targeting: With ads shown only for relevant queries, your campaigns become more focused, leading to improved performance.
Regularly update your negative keyword list using conversion data to keep refining your campaigns. For more expert insights on Amazon advertising, check out Exclusiva Inc.
Master Negative Keywords in Amazon PPC: Save Money and …
Negative Keyword Match Types
Negative keyword match types allow you to fine-tune your Amazon PPC campaigns by blocking unwanted search terms. Here’s a breakdown of the three match types and how they work.
Exact Match
Exact match negative keywords prevent your ads from showing up when a shopper searches for the exact term or phrase you specify. This match type gives you precise control over what to exclude.
For example, if you add "leather wallet brown" as an exact negative keyword:
- Will block: "leather wallet brown"
- Won’t block: "brown leather wallet" or "leather brown wallet"
This is perfect for blocking a specific term while still allowing similar variations to trigger your ads.
Phrase Match
Phrase match negative keywords block searches that include the exact phrase you specify, in the same word order. However, it allows for additional words before or after the phrase.
If you add "faux leather" as a phrase match negative keyword:
- Will block: "faux leather wallet", "black faux leather", "faux leather accessories"
- Won’t block: "leather faux" or "fake leather"
Use this match type to eliminate searches containing unwanted phrases while keeping some flexibility for variations.
Broad Match
Broad match negative keywords cast the widest net by blocking searches that include all the specified words in any order, including close variations. This type is ideal for excluding general concepts.
For instance, adding "cheap discount" as a broad match negative keyword:
- Will block: "cheap wallet discount", "discount cheap accessories", "cheapest discounted items"
- Won’t block: "cheap items" or "discount prices"
While broad match offers the most coverage, it may unintentionally block some relevant terms, so use it carefully.
| Match Type | Control Level | Best For | Example Term | Will Block |
|---|---|---|---|---|
| Exact | High | Specific searches | "leather wallet brown" | Only the exact term |
| Phrase | Medium | Phrase exclusions | "faux leather" | Searches containing the phrase in order |
| Broad | Low | General concept exclusions | "cheap discount" | Searches with the words in any order, including variations |
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Setting Up Negative Keywords
Adding Negative Keywords
To effectively integrate negative keywords into your campaigns, follow these steps:
- Access Campaign Settings: Log in to your Seller Central account. Navigate to the "Advertising" tab, select "Campaign Manager", and choose the campaign you want to update.
- Choose Placement Level: Decide whether to apply negative keywords at the campaign level or within specific ad groups, depending on your targeting needs.
- Select Match Type: Choose the appropriate match type – exact, phrase, or broad. Refer to the earlier match type guidelines to ensure you’re applying them correctly.
Once you’ve added your negative keywords, make it a habit to regularly assess and adjust them to keep your campaigns running efficiently.
Management Guidelines
Effective management of your negative keyword list is critical. Regularly review search term data to spot irrelevant or non-converting queries and add them to your exclusions.
Here are some tips for refining your list:
- Use broad match for general exclusions to filter out unrelated traffic.
- Apply phrase match to block specific keyword variations.
- Opt for exact match when you need to exclude very specific terms.
Exclusiva Inc emphasizes the importance of auditing campaigns frequently to enhance performance while staying aligned with Amazon’s policies.
Advanced Negative Keyword Tactics
Blocking Competitor Terms
Negative keywords can help you prevent your ads from showing up for competitor-related searches, ensuring they only reach genuinely interested shoppers.
To block competitor terms effectively:
- Check your search term reports weekly to spot competitor brand names appearing in your campaigns.
- Add variations of competitor product names and related terms as negative keywords.
- Keep an eye on performance metrics to ensure you’re not unintentionally restricting valuable traffic.
"At Exclusiva Inc., we don’t waste time on vanity metrics like impressions or clicks – we focus on what truly matters: conversions." – Mohammed Jamil, Founder of Exclusiva Inc.
By filtering out competitor traffic, you can focus on shoppers who are more likely to convert. This also creates room for strategies that align with seasonal trends.
Seasonal Negative Keywords
Adjusting your negative keywords based on seasonal trends keeps your campaigns relevant. For instance, once Halloween passes, terms like "Halloween costumes" should be paused. Similarly, after December 25, it’s time to remove "Christmas" from active campaigns.
A seasonal calendar can help you stay on top of these changes, ensuring your ads remain timely and effective.
Budget Control
Negative keywords are a powerful tool for managing ad spend. Here’s how to use them for better budget control:
- Run regular audits to identify high-cost, low-converting search terms.
- Set clear performance benchmarks and exclude terms that exceed your target Advertising Cost of Sale (ACoS).
- Track new search queries and quickly address any that drain your budget without delivering results.
This method adds an extra layer of cost management by focusing on eliminating underperforming, expensive search terms.
Summary
Proper implementation can lead to a 20% boost in CTR and a 30% reduction in wasted ad spend for established campaigns.
Key Campaign Insights
- Conversion rates typically increase by 15-20% on average.
- Without negative keywords, up to 42% of Amazon ad budgets are wasted on irrelevant clicks.
- Top sellers often negate 12-15% of their initial keyword lists within the first 90 days.
Metrics Successful Sellers Track
Amazon sellers achieving the best results focus on these three metrics when analyzing search term reports:
- Keywords with over 2,500 impressions but a CTR below 0.18%.
- Terms spending more than $35 without conversions.
- Queries receiving more than 34 clicks without generating sales.
Real-World Example
A home goods seller strategically used negative keywords, excluding terms like "free" and "wholesale." This reduced their monthly ad spend from $5,000 to $3,500 while maintaining sales. The result? A 30% drop in ACoS and an extra $1,500 in monthly profits.
The Role of Automation
Combining regular monitoring with automated tools is key. Campaigns using automation achieve optimization 23% faster. Together, these strategies provide a solid framework for long-term success in Amazon advertising.
"At Exclusiva Inc., we don’t waste time on vanity metrics like impressions or clicks – we focus on what truly matters: conversions." – Mohammed Jamil, Founder of Exclusiva Inc.
FAQs
How do I choose the right negative keywords for my Amazon ads?
To select the right negative keywords for your Amazon ads, start by analyzing your ad performance data to identify search terms that are irrelevant or unprofitable. Look for keywords that drive clicks but don’t convert into sales, as well as terms that don’t align with your product offerings.
Additionally, consider using tools like Amazon’s Search Term Report or third-party analytics to discover patterns in customer behavior. Regularly updating your negative keyword list can help you reduce wasted ad spend and improve your overall campaign performance.
What are the risks of using broad match negative keywords in Amazon campaigns?
Using broad match negative keywords in your Amazon campaigns can lead to unintended consequences if not carefully managed. Broad match negatives may inadvertently block relevant search terms, reducing your ad visibility for potential customers and limiting your reach.
Additionally, if overused or applied too generally, they can negatively impact your campaign performance by excluding valuable traffic that could drive conversions. To minimize these risks, it’s important to regularly review your search term reports and refine your negative keyword strategy to ensure you’re only excluding truly irrelevant terms.
How often should I update my negative keyword list to keep my Amazon ads performing well?
To maintain optimal performance for your Amazon ads, it’s important to review and update your negative keyword list regularly. Ideally, you should do this weekly or biweekly, depending on the size and activity of your campaigns. Frequent updates help you eliminate irrelevant search terms that waste ad spend and refine your targeting for better results.
Additionally, monitor your campaign performance metrics, such as click-through rates (CTR) and conversion rates, to identify potential negative keywords. Staying proactive with your keyword management ensures your ad budget is spent effectively, driving more qualified traffic to your listings.
