Optimize Your Amazon Ads with Negative Keywords
If you want to get more exposure on Amazon, taking advantage of sponsored ads is the way to go. To do this, you must have a robust list of relevant keywords that have high clickthrough rates (CTR). As important as it is to identify the most popular keywords for your products, determining the irrelevant ones is equally as important.
These irrelevant keywords are your negative keywords. Negative keywords help increase the chances of your ad campaigns to get noticed, which in turn would lead to higher conversion rates and rise in your Amazon sales.
What are negative keywords?
These are keywords that impact your sponsored ads negatively and unnecessarily increase your ad spend. For example, let’s say you are trying to sell baby clothes and you have bid on the phrase “baby clothes”. When customers search for products on Amazon using those keywords, your products will then be displayed. It is up to the customers to decide if what you’re selling is what they need.
Now let’s say a customer typed in “baby clothes detergent”. There is a chance that your products might show up and generate an ad spend. However, it’s very unlikely that the customer will click on your ad campaign since you’re not really selling some detergent meant for baby clothes.
In this example, we have identified a possible negative keyword for your product. We can use this keyword to filter out these kinds of product searches. Simply put, negative keywords act as a filter for your campaigns. It finetunes your sponsored ads to target only relevant audience and searches.
How can you build a negative keywords list?
With negative keywords contributing a lot to your product campaigns, you might need to start creating a negative keyword list. You can start identifying your negative keywords with these two methods:
Search Term Report
Regularly monitor your search term report to see what are the actual search terms shoppers have used that triggered your sponsored ad campaigns. Irrelevant keywords, low-performing keywords, and keywords you do not want your products to associate with should all be included in your negative keywords list.
Also, check for irrelevant keywords that totally do not have anything to do with your products. Keyword match-ups with these keywords will never earn you any sales.
Manual Keyword Search
You can do this if you’re feeling more proactive in searching for search terms to add to your negative keywords list. To do this, just go to Amazon and type in your own keyword in the search bar, hit space, and add any letter of the alphabet. Check the search suggestions for any keywords that do not really relate to your products, and then add them to the negative keywords list you’re building.
Proper usage of negative keywords on your Amazon ads is crucial in reaching shoppers who are more likely to buy your products. These negative keywords will help you save your money to high quality and more focused product searches over those that have lower CTRs and lower (or no) conversions.