Refine and Master Product Targeting with Amazon Negative Keywords in 2021

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If you haven't used negative keywords in your Amazon PPC campaigns, we have got both good and bad news for you.

The good news is that there are many ways you can improve your account performance!

The bad news is that there's already a lot of damage done but don't worry as we can recover it now.

We will take a look at amazon negative keywords and see how you can refine and master product targeting with them.

Negative Keywords in Amazon Advertising

Negative keywords are words or phrases that prevent your ad from appearing on the Amazon Search Engine Results Page (SERP) when those terms appear in a user's search query.

In other words, use a negative keyword to tell Amazon when to stop showing your ad.

We say you sell plastic spoons on Amazon and bid on the word "spoon". Without negative keywords, when you search for "wooden spoons" your plastic spoon ad may appear because there are still "spoon" phrases in this search query.

That buyer may even click on your ad, find that it doesn't suit you, and immediately. Get out of there. Amazon will still bill you for this click, but you will have no sales for it.

How Amazon Negative Keywords Differ from Amazon Regular Keywords?

In simple wordings, we can say negative keywords carry the opposite meaning of regular keywords. Because of this, you can use regular keywords called "positive keywords."

Positive keywords will trigger ads on the search page, and negative keywords will not trigger that page. Negative keywords can help you narrow your target audience based on their search queries.

Downsides of Ignoring Negative Keywords

If you ignore negative words in your Amazon PPC campaigns, you run the risk of the following consequences.

  • Unnecessary, useless expenses
  • Opportunity price for lost expenses
  • Low product rating
  • Keyword cannibalization

These might not be risks to you, but read to be aware of the dangers of avoiding negative keywords.

Unnecessary, Useless Expenses

When running automated campaigns or manual campaigns with broad match keywords/phrases, we want to increase our visibility because they run the risk of appearing in search queries that may be irrelevant or inappropriate.

While the total cost on your CPC or a given search term may seem small, it will include dozens of campaigns, hundreds of ad groups, and thousands of search terms, and you'll see a rapid increase happens.

Opportunity Cost of Expenses Lost on Ad Spend

If you have a tight daily budget and spend 40% of it on irrelevant search terms, the actual conversion cost will be much higher! You've cut your advertising campaigns by spending your budget on searches that are meaningless to your product.

Negative keywords allow you to recalculate lost expenses so that every penny of your advertising budget is received in the direction of conversions.

Lower Ranking of Your Product

Bad search terms not only lead to ineligible leads but also low clickthrough rate.

If you and a competitor are trying for the same search page, Amazon uses product history to decide who gets the best position. We've written a full post about how Amazon's rankings work, but suffice it to say that the clickthrough rate is extremely important.

If you turn to hundreds of irrelevant searches, your click-through rate will drop, which is a negative sign for Amazon.

When it comes time to bid on a relevant search, Amazon will consider your low-performing product to be less valuable than its competitor's position because it has improved its CTR with the help of negative keywords. Has given

It also affects your organic rankings and can take your product from one page to another. No one likes to be second.

Refining Product Targeting with Negative Keywords

Now that you understand why it's important to use negative keywords, learn more about how to specialize in campaign creation (targeting), automated campaigns, bid optimization, and better market research.

Campaign Design (Target Group Approach)

Negative keywords are a great way to reduce fat in your campaigns. You can use them to improve your target audience and maximize keyword relevance.

Many advertisers are mistakenly using the Broad Match type too freely. For example, if you use the word "shoes" as a broadly appropriate keyword, you will encounter everything from hiking shoes to heels.

If there are a lot of similar words, then negative keyword sculpting is needed!

Unless your broad match contains very long-tail keywords, your broad match is likely to be wasted on irrelevant, unchanging clicks.

The problem persists with the keywords found in the sentence. Use negative keywords to exclude weak searches from these campaigns.

Automated campaigns

We will now talk a little bit about the well-known RPSB methodology. You run the final "B" block by adding negative keywords to your automated campaign. This allows:

  • Optimization of the bid
  • Better market research
  • Prevention of cannibal keyword

Optimization of the bid

While Amazon has the benefits of an auto-campaign feature, there are other issues as well. One major disadvantage is that there is no bid correction for keywords.

This is a problem because each keyword performs differently and therefore is not worth the same bid. We want more bids for high conversion terms and fewer bids for low conversion terms.

Better Market Research

Because of the limitations that come with automated campaigns (ie, limited control over keywords and bids), we maximize the benefits of these campaigns by combining market research. We use Amazon's A9 algorithm to find out which search terms guide actual conversions.

Once we find a conversion-related term, we want to include that term in our product manual as a matching keyword. We can now control our bid based on the performance of this particular word change.

After that, there's no reason to bid our automated campaigns on the search term. Your job is done and we can give this term a better chance of discovering new keywords instead of negative keywords.

How Much Time Should You Spend on Negative Keywords?

Depending on the size of your account, it may take several hours to find your data and manually add your negative keywords.

After completing the initial setup, you should review each account at least once a week, search the data, and see if any new search terms contain negative keywords. Should be changed.

Final Thoughts

Negative keywords are an essential element of any good Amazon PPC campaign because they reduce unnecessary costs, increase product rankings, and counteract keyword calibration.

The sooner you use them, the faster you will realize all the dreams of your Amazon seller. For more articles like this, please visit this website. Hope this article helped.