Negative keywords (negative words) are an advertising optimization strategy that tells the advertising system to exclude certain specific search terms. This can prevent ads from being displayed on irrelevant search terms, thereby improving the accuracy of ads. This strategy is very important for Amazon sellers because it helps reduce invalid traffic and save advertising budgets.

On the Amazon platform, whether it is automatic or manual campaigns, you may encounter some keywords with high click-through rates but low conversion rates. It is crucial to identify and exclude these keywords to prevent them from continuing to consume advertising funds. Sellers who need to join the seller communication group, please contact customer service V: FLA66668888 It has been observed that by excluding these invalid clicks, sellers can reduce advertising costs by about 10% to 15%, which is crucial to controlling expenses and improving advertising efficiency.

In order to minimize unnecessary advertising expenses, sellers need to pay close attention to advertising reports, identify keywords that only generate clicks but do not bring conversions, and set them as negative keywords. In this way, the advertising budget will be more focused on keywords that can bring actual sales, thereby improving the overall return on investment.

What are the different modes of negation?

In Amazon advertising, the strategy of negative keywords includes two modes: negative phrase and negative precision, each of which has different matching logic and application scenarios.

Negative phrase: In this mode, the advertising system will exclude search queries containing a specific phrase, but only for those searches where the order of the words in the phrase remains unchanged. For example, if the seller's product is a power bank and does not want the ad to appear in the search for "5000 mAh", then when the buyer searches for the exact phrase "5000 mAh power bank", the seller's ad will not be displayed.

Negative Precision: In this mode, sellers can precisely specify the exact search terms that they do not want to trigger their ads. When buyers use this exact keyword to search, the seller's ads will not be displayed.

The key differences between the two modes are:

• Negative phrases can limit your search even more because they are based on phrases and order, which can accidentally exclude some potentially relevant traffic.

• Negative precision provides more granular control, allowing sellers to precisely specify keywords that they do not want their ads to appear on, reducing the impact on related traffic.

For novice sellers, it is very important to correctly select and use these two negative modes, because improper negation may lead to unnecessary decreases in ad exposure and conversion rate. Sellers need to carefully select the appropriate negative keyword mode based on their product characteristics and advertising goals to optimize advertising effects and avoid missing potential sales opportunities.

How to determine whether a word needs to be denied?

After Amazon advertising has been running for a period of time, sellers usually download and analyze advertising reports to identify and optimize advertising performance.

For keywords with high exposure and many clicks but low conversion rates, sellers may consider adopting a negative strategy:

• Keywords with high exposure, high clicks and low conversions: If certain keywords bring a lot of exposure and clicks, but almost no conversions, you can use precise negatives to exclude these keywords.
  

• Keywords that are not relevant to product attributes or usage scenarios: If a keyword search shows that the products do not belong to the same category as the seller's products, then this keyword should be denied.

• Irrelevant words derived from the copy: Sometimes, the ad copy may generate some keywords that are irrelevant to the product, and these should also be considered negative.

• Keywords with too high ACOS (Advertising Cost to Sales Ratio): For keywords with too high ACOS, specific analysis is required. If the keyword has a high ACOS but brings a lot of sales, then it may not be suitable for negation because it has a positive contribution to sales. On the contrary, if both sales and order volume are small, then negation can be considered.

When choosing whether to deny, sellers should make decisions based on their own product conditions. Sellers who need to arrange off-site promotion of celebrity videos, please contact customer service V: FLA66668888 For new products, it is recommended that sellers do not rush to deny too many keywords in the early stage, but observe first, because too many denials may reduce the exposure opportunities of the product.

At the same time, for keywords with brand prefixes, sellers can temporarily retain them because they may be related to the brand and have potential value. In addition, even keywords that have been clicked a few times but have not yet converted should not be denied too quickly, because this may exclude some words that are actually highly relevant to the product.

Some suggestions for the process of negation

The successful execution of advertising is based on multiple optimization factors, including but not limited to the writing of the listing, the quality of the pictures, and the selection of keywords. Before preparing to launch an advertising campaign, sellers need to build a detailed keyword strategy and prepare a negative word library in advance so that they can be effectively applied when creating advertisements.

Here are some key points about creating and managing negative keywords in your campaigns:

1. Prepare negative keywords in advance: Before the campaign starts, sellers should compile a list of keywords that may be irrelevant or have low performance so that they can be applied directly in the ad settings.

2. Add negative words in ad groups: Add negative keywords in specific ad groups rather than in the entire campaign. At the same time, avoid adding them repeatedly at both the campaign and ad group levels to prevent negative keywords from being triggered incorrectly.

3. Follow the addition rules: Amazon has a limit on the number of negative keywords, usually up to 10,000. If the seller has more than this number of negative words, the most frequent and irrelevant keywords should be given priority for negation.

4. Update the negative word library in time: Irrelevant keywords that appear in automatic advertising should be added to the negative word library in time, especially those search terms that are not related to the product.

5. The importance of listing copywriting: If most of the keywords generated by automatic advertising are not relevant to the product, this may indicate that the listing copywriting needs to be optimized. Simply negating keywords cannot solve the fundamental problem. Sellers need to re-examine and optimize product descriptions, titles, keywords, etc. to ensure the relevance and effectiveness of the advertisement.

6. Restart your campaign: After optimizing your listing copy and updating your negative keywords, you can restart your campaign to get better performance.

When conducting advertising analysis and optimization, sellers need to ensure that there is enough data as a basis for judgment. When the amount of data is insufficient, the results may not be representative, so sellers need to be cautious when making decisions and avoid making hasty judgments.