The Positive in Negative: A Guide to Optimizing Negative Keywords on Amazon PPC Campaign

Being strategic with the keywords you use is a powerful hack to maximize conversions. However, you got too focused on relevant keywords that you overlooked the relevance of utilizing irrelevant keywords on your Amazon campaigns.  As result, your ads are appearing on low converting search terms –wasting your advertising budget. 

 

We thought you might need help improving your advertising performance so, here’s how you can optimize negative keywords on your Amazon PPC campaign.

 

Let us start by defining what Negative Keywords are. Let’s put it this way: suppose you are selling high-heeled shoes, so you can add “running shoes” to your list of irrelevant keywords to prevent your ads from showing up when users searched for such terms. In a nutshell, these keywords will tell Amazon to not show your ads on terms not related to your products. By doing this, you get to optimize your advertising spending efficiently.

 

Now that we’ve figured out how relevant these irrelevant keywords are, let’s get right to determining them. The best way to find the right negative keywords is through Amazon’s Search Term Report.  Within the report, comb through the Customer Search Term column and start highlighting search terms that are not related to your products. Take note that not all irrelevant terms are going to be that easy to determine so, you must take time to dig deeper into the report. This is when keyword research tools come in handy to save more time.

 

You have two match options to choose from: Negative Phrase and Negative Exact. Basically, these two will prevent your ads from appearing in search queries not related to what you sell with allowance for plurals and slight misspellings. However, the main difference between them is that the former will not show your ads in searches with the set of selected keywords in the same order while the latter will not show your ads in searches that match your keywords exactly.

 

Let’s take a look at this table:

 

Negative Keywords: running shoes

Search Query

Will my ad show up?

Negative Phrase

Negative Exact

Nike shoes

/

/

blue shoes

/

/

Nike running shoes

x

/

running shoes

x

x

running shoe

x

x

 

In Negative Phrase, your ads won’t appear on searches with the SET of negative keywords you selected while in Negative Exact, your ads won’t appear only on searches with the EXACT keywords you selected.

 

Now that we’ve differentiated the two, it’s time to make use of these negatives! Head over to Seller Central or Advertising Console and click on the “Advertising” tab. From there, proceed to Campaign Manager and click on the campaigns you wish to optimize. Under the “Negative Keywords” tab, type in the irrelevant keywords you want to include and choose between Negative Phrase or Negative Exact. After that, click “Add Keywords” and “Save”, then voila! You have successfully added negative keywords to your Amazon PPC campaign!

 

Now, you’re good to go and one step closer to scaling your business to the next level.