Negative keywords for Amazon PPC
Are you paying extraordinary amounts for an Amazon-sponsored ad without seeing the return on your investment?
Your ad can be optimized for irrelevant keywords, increasing your clicks without aggregating sales. With a pay-per-click ad format,
you want every click to be turned into a sale.
Your ad can be optimized for irrelevant keywords, increasing your clicks without aggregating sales. With a pay-per-click ad format,
you want every click to be turned into a sale.
But if your ad is showing for unrelated customer searches, you may receive a large number of clicks without corresponding sales.
You spend money on keywords that are not even linked to your product.
You spend money on keywords that are not even linked to your product.
Relevance and conversion are crucial for Amazon-sponsored advertisements.
Negative keywords help ensure that every click is relevant to your product and brand. Negative keywords are one of the most effective
ways to reduce your advertising costs and improve relevance, click-through, and conversion. But most sellers find negative keywords to
be misleading and overwhelming.
ways to reduce your advertising costs and improve relevance, click-through, and conversion. But most sellers find negative keywords to
be misleading and overwhelming.
So let's unpack negative keywords to make your ads more efficient and cost-effective.
What are the negative keywords?
Negative keywords are used to prevent your ad from showing in certain search results. This allows you to filter all words or phrases that
are not related to your product, but that may cost you clicks and advertising costs.
are not related to your product, but that may cost you clicks and advertising costs.
But why would you want this? Isn't it best to optimize for each keyword in order to gain visibility?
No. You do not want to appear in all searches. You only want to appear in relevant searches with quality prospects.
If your ad optimizes for keywords that are not related to your product, you have a low conversion rate. Your listing receives clicks and
impressions, but customers quickly click away when they realize that the product is not relevant to them.
impressions, but customers quickly click away when they realize that the product is not relevant to them.
This means that you have a high clickthrough rate (CTR) with low conversion. This can damage your list optimization and seller ranking,
which affects your ability to win the Buy Box and optimize listing moving forward.
which affects your ability to win the Buy Box and optimize listing moving forward.
In short, negative keywords ensure that your product's ad is relevant to your customer's search query. This ensures that only relevant
potential customers see your advertisement and click on it. You don't waste 'clicks' on irrelevant customers, especially when 'clicks' are
equal to advertising costs in a pay-per-click format such as the Amazon sponsored advertising campaign.
potential customers see your advertisement and click on it. You don't waste 'clicks' on irrelevant customers, especially when 'clicks' are
equal to advertising costs in a pay-per-click format such as the Amazon sponsored advertising campaign.
What are the benefits of negative keywords?
Negative keywords refine your product goal into the most relevant searches. You exclude terms that are not related to your product or brand
and focus on those keywords and searches that drive sales.
and focus on those keywords and searches that drive sales.
This relevance improves your clickthrough rate and conversion rate. You only appear for those customers who are interested in your product.
This means that the people who click on your product listing are prospects rather than casual viewers. These prospects are more likely to turn
into buyers.
This means that the people who click on your product listing are prospects rather than casual viewers. These prospects are more likely to turn
into buyers.
An improved conversion ratio, in turn, improves your return on marketing investments or ACoS (Advertising Cost of Sale). You do not waste
money on useless' clicks that are not converted. You only pay for those clicks that go to potential customers.
money on useless' clicks that are not converted. You only pay for those clicks that go to potential customers.
Negative keywords ensure that your impressions and clicks are potential sales leads.
How do you find negative keywords?
How do you know which keywords and phrases to put together in your "negative keywords." Analyzing your search terms report consistently
and regularly will help you see what keywords are running out of your advertising expenses. This report will show you all the search terms that
activated your ads in the last 60 days.
and regularly will help you see what keywords are running out of your advertising expenses. This report will show you all the search terms that
activated your ads in the last 60 days.
Start by searching the report and recording any search that is obviously not linked to your product. For example, if your children's car ad
appeared on a search for "children's shoes", then you should add "children's shoes" or "shoes" in your negative keywords to avoid improper
optimization.
appeared on a search for "children's shoes", then you should add "children's shoes" or "shoes" in your negative keywords to avoid improper
optimization.
However, not all search terms will be so obvious. You may need to dig a little deeper to see what search terms are affecting your conversion
rate. Start sorting by higher impressions, which shows the most popular search queries. Order for the highest expense to see which keywords
are costing you the most money.
rate. Start sorting by higher impressions, which shows the most popular search queries. Order for the highest expense to see which keywords
are costing you the most money.
Then, look at the CTR and the conversion rate of each search term. If the term has a high clickthrough rate but little conversion,
it is probably not a relevant search term for your ad.
it is probably not a relevant search term for your ad.
If you see search terms with a high volume and a high click-through but low conversion, add them to your list of negative keywords.
This is a more reactive approach, but it is important to use it if you want to minimize your expenses. We recommend checking your STR
every 30 days to better update your negative keywords.
every 30 days to better update your negative keywords.
Negative Keyword Research
If you want a more proactive strategy to avoid wasteful spending at the beginning of your campaign, you can do negative keyword research.
Often it may feel like a "guessing game", but there are some ways to find and weed out irrelevant keywords.
Often it may feel like a "guessing game", but there are some ways to find and weed out irrelevant keywords.
Search bar: Start typing your keywords or potential searches in Amazon. For example, you can start searching for a "baby car."
Amazon will automatically fill in related search terms. Look at the auto-suggestions to see what more people are looking for when type
"baby car." The unrelated suggestions can help you choose which phrases to use in your negative keywords.
Amazon will automatically fill in related search terms. Look at the auto-suggestions to see what more people are looking for when type
"baby car." The unrelated suggestions can help you choose which phrases to use in your negative keywords.
Unrelated words: If there are words you never want to associate with your product, put them in the negative keywords. For example,
if you are a luxury product, you may not want your ad to optimize the word "cheap". Or, if you sell a blue product, you may not want it to
appear in "red" searches. This helps narrow down your search based on how you want your product to be viewed and found by customers.
if you are a luxury product, you may not want your ad to optimize the word "cheap". Or, if you sell a blue product, you may not want it to
appear in "red" searches. This helps narrow down your search based on how you want your product to be viewed and found by customers.
WordStream: WordStream offers a free negative keyword tool. You enter a keyword and it finds modifiers that can help you choose
the terms that are not relevant to your offers. For example, we researched “air filters” in WordStream and found several negative challengers
with high-volume searches, such as “car air filter” and “oven air filter.” (This can give you ideas for more relevant keywords for your list as well.)
the terms that are not relevant to your offers. For example, we researched “air filters” in WordStream and found several negative challengers
with high-volume searches, such as “car air filter” and “oven air filter.” (This can give you ideas for more relevant keywords for your list as well.)
How do you use creative negative keywords?
Under the Campaign Manager, click the Campaign Settings tab. Then click on "negative keywords." All phrases that you include in this box
will be excluded from the auction with keywords you bid on - both intentionally and accidentally.
will be excluded from the auction with keywords you bid on - both intentionally and accidentally.
Negative Keyword Levels
There are two levels of negative keywords: Campaign and Ad Group.
The campaign level applies the negative keywords to all ads in your campaign. This applies to all words that are never linked to your products,
such as "cheap" if you are a luxury product or "disposable" if you are proud of reusable products.
such as "cheap" if you are a luxury product or "disposable" if you are proud of reusable products.
The ad group level applies the negative keywords to a specific product list and ad in the campaign. For example, if you do not want your
children's car to have the keyword "toy cars," you will include it in the Negative Keywords box for the specific ad. But you may have another
product list that can optimize for "toy cars."
children's car to have the keyword "toy cars," you will include it in the Negative Keywords box for the specific ad. But you may have another
product list that can optimize for "toy cars."
Negative keyword match
There are two options for matching keywords: exact and phrase match.
Exact matching is more common. This is when you want the ad to be excluded for that specific term. For example, you include "toy car" in
your advertisement negative keywords. When someone searches for "toy car," "small toy car", or "blue toy car," your ad won't appear because
they searched for the exact phrase "toy car".However, if they search for "toy cars", your advertisement may still show. This option usually gives
you the most control over excluding some searches without limiting your visibility to consumers.
your advertisement negative keywords. When someone searches for "toy car," "small toy car", or "blue toy car," your ad won't appear because
they searched for the exact phrase "toy car".However, if they search for "toy cars", your advertisement may still show. This option usually gives
you the most control over excluding some searches without limiting your visibility to consumers.
The phrase matching excludes variations of a certain term. For example, "toy cars" may not include synonyms such as "car toys."
This is wider, so it may not apply to all campaigns.
This is wider, so it may not apply to all campaigns.
The Bottom Line
Consistent re-evaluation of your ad search terms, CTR and conversion are important to understand where your advertising spend is going.
You want to add and subtract negative keywords when needed to avoid wasting money on irrelevant searches and clicks.
You want to add and subtract negative keywords when needed to avoid wasting money on irrelevant searches and clicks.
Negative keywords can be your Amazon PPC secret techniques. They help reduce advertising costs without reducing the visibility and
conversions of relevant prospects. If you want to stop spending money on worthless impressions and get quality searches that convert -
you need negative keywords.
conversions of relevant prospects. If you want to stop spending money on worthless impressions and get quality searches that convert -
you need negative keywords.
Want to keep your advertising costs low with high returns?
Check out Amazon's sponsored advertising training providing institute PPC training in Chandigarh to ensure that you have the highest visibility
for relevant, high-quality customers.
for relevant, high-quality customers.
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