Negative keywords in Amazon Advertising, are the keywords that are either irrelevant to the product being sold or highly non-converting. Reasons could be many, such as the keyword could be too broad, too specific, highly competitive, etc. However, they drain your money with little or no returns.
Without negative keywords, your ads would appear for irrelevant, unprofitable, and low converting search terms. You need to mark them negative at the campaign level or the ad group level, so you can save a substantial amount of advertising budget over time.
How to Optimize Amazon Negative Keywords?
Before you optimize, you need to analyze and identify the negative keywords.
In general, you should identify low-performing keywords and mark them negative. Here’s how you can identify the low-performing keywords:
- Non-converting keywords with a low click-through rate (CTR)
- Non-converting keywords with high ad spend
- Non-converting keywords with more clicks.
However, SellerApp helps you track negative keywords in your PPC campaigns based on your ACoS. You can find them in the Advertising feature, Insights section. Clicking on “Mark Negative” will add it as a negative keyword at the ad group level.
It is optimal to have a lower ACoS (Advertising Cost of Sale) and higher sales. If this balance is lost, identify the keywords that have a high click-through rate and zero to little sales. Track them over a period of time and add the non-performing keywords to negative keywords in your campaign.
Negative keywords are a great way to optimize your Amazon PPC, to drive in quality traffic, and increase your ROI. They can be used to remove non-converting search terms that drive in a lot of traffic with very poor conversion rates. You can also use negative keywords to remove less relevant terms or keywords that you do not want to associate with your product.