What are negative keywords?
Negative keywords are a great way for Amazon sellers to save advertising costs. Whether it is automatic advertising or manual advertising, there will always be some keywords that have consumption but low conversion rates. At this time, you need to use negative keywords to eliminate these invalid keywords and continue consumption to reduce advertising costs.
How to get Negative keywords?
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 when Amazon buyers search for "round neck T-shirt", Amazon will still display our products. Only searching for the word "round neck" will Amazon not show recommendations.
Phrase mode is mostly 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 this will bring exposure and clicks, the chance of generating orders is very small. If you don’t use negative words, and the word “round neck T-shirt” gets clicked a lot in the above example, Amazon may also match you with other words related to round neck, thereby bringing you more words for round neck products, increasing costs.
How to determine 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 takes 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 clicks but generate no sales or very few sales. You can use these fields to sort by date or to identify negative keyword candidates in the Advertising Cost to Sales column. You can set your own thresholds (value thresholds) to determine which words count as low-volume keywords, and then create a list of keywords that are below your threshold.
3. Add negative keywords to your campaigns
Click the campaign that contains the ads to which you want to add negative keywords. Click the ad group name, switch to the Negative Keywords tab, and click 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 your 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 continually refine and improve performance. This will reduce the number of high-click, low-conversion keywords, and allow us to shift our operating costs to other important keywords. Of course, we should also pay attention to some traffic-generating words and not adopt a one-size-fits-all approach.
This is the end of the introduction to Negative keywords. If you want to get more information about Negative keywords, please continue to pay attention~
