What are negative keywords? Negative keywords evaluation

About negative keywords

Negative keywords prevent your ads from showing for specific keyword phrases, which can reduce advertising spending and increase ROI. If you don't want customers to see your products when they search for a certain keyword, you can use Amazon's search term and keyword reports to identify keywords that generate clicks but don't convert into sales, and then set these words as negative keywords. When shoppers search for such negative keywords, the corresponding ads will not be displayed. Negative keywords can help you optimize ad display and improve ad display accuracy.

use

Negative Keywords can only be used in manual or automatic product promotion activities at the Campaign or Ad group level.

Matching method

There are two matching modes for negative keywords: Phrase and Exact.

1. Phrase matching mode: If the product is a T-shirt, we deny the keyword "round neck". If the keyword searched by Amazon buyers contains the word "round neck", such as "round neck T-shirt", Amazon will not display our products.

2. Exact matching mode: If the product is a T-shirt, we deny the keyword "round neck", then Amazon buyers will still display our products when searching for "round neck T-shirt". Amazon will not recommend it if only searching for the word "round neck".

Phrase mode is more commonly used in automatic advertising. In the automatic advertising plan, the Amazon system will capture and match the corresponding keywords based on the listing details (especially the title). However, the system will also match some keywords that are irrelevant to the product. Although they will bring exposure and clicks, the chance of generating orders is very small. If you don’t use negative words, according to the above example, if the word round neck T-shirt has more clicks, Amazon may also match you with other words related to round neck, thereby bringing you more words for round neck products, increasing costs.

Character Limit

The restrictions for negative keywords (Phrase, Exact) are:

1. Phrase: 4 words, 80 characters;

2. Exact: 10 words, 80 characters.

effect

1. Eliminate invalid keywords, reduce advertising costs, and improve return on investment.

2. Optimize product positioning and reduce invalid traffic.

defect

For sellers who are promoting new products, they may not want to add Negative Keywords at the beginning or may not want to use Negative Keywords at all. They focus more on expanding product sales and increasing awareness rather than return on investment.

How to identify negative keywords

Signing in to your campaign manager and following these three simple steps will help you identify your negative keywords:

1. Download an automatic delivery report

From the Reports drop-down menu, select Advertising Reports. Click Automatic Delivery Reports, then click Request Report. (You can also schedule weekly reports so you can check and update your keywords regularly.) Once the report is generated (it will take about five minutes), click the Download button to save the file to your hard drive. Open the file in a spreadsheet program such as Excel.

2. Identify low-volume keywords

Low-volume keywords have high traffic but generate few or no sales. You can use these fields to sort by date or to identify negative keyword candidates in the Ad Cost to Sales column. You can define a threshold to determine which words count as low-volume keywords, and then create a list of keywords that fall below your threshold.

3. Add negative keywords to your campaigns

Click on the campaign where you want to add negative keywords to your ads. Click on the ad group name, switch to the "Negative Keywords" tab, and then click on the "Add Negative Keywords" button. Click on "Provide your own keywords" and paste your keyword list, then click on the "Add these keywords" button. If any of these words already exist in the ad group, you will receive a message with a list of these keywords. Make sure to review your campaigns, ad groups, and keywords regularly to continuously refine and improve performance. This will reduce the existence of high-click, low-conversion keywords, and also give us the ability to switch to other important keywords in terms of operating costs. Of course, some traffic-generating words should also be paid attention to, and not be one-size-fits-all.