Negative Keywords: The Secret to Beat
The Negative Keyword technique targets both the consumers you want and the consumers you don’t, making it a crucial component of an efficient targeted advertising campaign.
The Benefits of Negative Keywords
Perhaps you’re thinking, “Why would I want that? Isn’t it preferable to show as many people as possible my advertisements?
Negative keywords stop two things from happening: wasted ad spend and lower product (or website) ranking. The last thing you want when using Amazon PPC is for a sizable number of customers to click on your product’s ad, browse through it, and then decide it’s not what they were looking for.
This results in two things:
cost overruns because your clicks didn’t result in conversions
Your product was ranked lower on SERP by Amazon’s algorithm because the traffic to your detail pages didn’t result in sales conversions.
Ads on Amazon with negative keywords
Creating Your Amazon List
Simply open the Amazon Search Term Report to start compiling your list of Amazon’s negative keywords.
Access your Amazon Seller Central profile.
At the top of the page, select “Reports.” Then, select “Advertising Reports.” Finally, select “Create Report.”
Click “Run Report” after making the necessary report settings.
Your negative keywords will be the poorly performing keywords in the Amazon Search Term Report. Once you have your list, you can add the people on it to the Campaign Manager’s Sponsored Products Campaign Ad Group.
Lists You Can Add to Your Campaign
Click the desired campaign’s name in Campaign Manager, select “Negative Targeting” from the menu on the left, and then select “Add Negative Keywords.”
The next step is to select whether you want the terms to be Negative Exact Match or Negative Phrase Match (more on these terms later).
After selecting “Add these keywords,” click “Save.”
Adwords negative keywords
Using Google Ads to Build Your List
Say, for instance, that the target audience for your advertising campaign is lovers of your product, “Nike Air Jordans.” The terms “where do jordans come from” and “Jordan from the air” are among the many keywords associated with Air Jordans that you can find online (the title of a 2015 movie). You don’t want to appear in customer searches for the latter ones.
Low-performing keywords can also be found using the Search Term Reports in your Google Ads account.
Lists You Can Add to Your Campaign
Select “Keywords” from the menu on the left.
Select “Negative Keywords,” then select “Plus.”
Click “Select a Campaign” to add your negative keyword list to that campaign.
In the text field, enter or paste one negative keyword per line while adhering to Google’s format for match types: keyword, [keyword] = exact match, “keyword” = phrase match
Enter the name of your negative keyword list and check the box next to “Save to a New or Existing List.”
Select “Save”
Formatting match types in the Keyword Planner for Google Ads
The Best Ways to Use Negative Keywords
1. Avoid overloading lists
List-stuffing, or including an excessive number of derogatory keywords, can have a negative impact. A long list puts you in danger of limiting the range of the product search results, which decreases the likelihood that anyone will see your advertisement.
2. Constantly keep an eye on your campaigns
Monitor your current list of negative keywords on a regular basis to make sure you aren’t unintentionally diverting traffic away from your listings and preventing potential customers, just as you would with traditional keywords.
Moreover, before including negative keywords in your campaign, make sure you’ve tracked and gathered sufficient data. Run a PPC campaign that is automated in the beginning for a few weeks. From there, you can identify the keywords that aren’t converting as well and aren’t relevant to your target market.
3. Be Aware of Match Types
You can further divide Negative keywords into broad phrases, or exact match types to give you more control over the search terms you appear for.
Broad — stops ads from appearing for searches containing every term (in any order) from your keyword. Additionally, if a term containing your keyword is searched for, your advertisement may still appear.
Phrase — This stops advertisements from appearing for searches that contain your exact keyword and any words that may come before or after it.
Exact: This setting stops ads from appearing for searches that contain your exact keyword in its entirety, without any variations or additional words.
Final Reflections
For both your Amazon PPC ad campaign and your eCommerce site on Google search, creating a negative keyword list is crucial. Through increased CTR and more pertinent ad groups, they will gain from targeted advertising. The benefits of having a negative keywords list include a better budget allocation for the brand and perhaps future increases in revenue. Consider hiring an amazon marketing services agency in USA to help increase your online sales on the platform.
