NKWs, or negative keywords, are the terms found in a customer’s search query, which prevent your ad from appearing on an Amazon search engine results page.
Negative keywords are used in Amazon ppc management when you do not want your ad to appear. Here is good news and bad news for Amazon PPC campaign managers who haven’t been using negative keywords. Here’s the good news: you’ve got lots of room to improve the performance of your account! And here’s the bad news: there has been a lot of damage already done to your account.
What are Negative Keywords on Amazon Ads
Like Google Ads, Amazon Negative Keywords work the same way, sellers can use these keywords in Amazon ppc services to prevent their ads from appearing on Amazon. Campaigns or ad groups can be assigned negative keywords.
Negative keywords are useful for:
- Find the most relevant searches for your product
- Increase click-throughs and conversions
- Advertising costs incurred on unwanted clicks can be reduced
- Improved conversion rate will increase your ACoS
- Ensures that funds are allocated for relevant searches rather than being depleted
What is the difference between Negative Keywords and Regular Keywords on Amazon?
As the name implies, negative keywords are the opposite of normal keywords we use for sponsored products on Amazon. Positive keywords trigger ads to show on search pages, whereas negative keywords don’t. That’s why you might see normal keywords referred to as “positive keywords.” With negative keywords, you can focus your target audience to a specific group of searchers.
In addition, keywords can be matched in three different ways: broad, phrase, and exact. Negative keywords can only be matched using phrase and exact.
What is Negative Product Targeting on Amazon Ads
Negative keywords block all irrelevant searches, while negative product targeting blocks brands or products you don’t want to see. As an example, your clothing brand is “BearBots”. There is a craft supply store with the same name, it is unlikely that people looking for craft supplies would want to buy clothing. We can take advantage of negative targeting here.
By targeting negative products, you’ll be able to:
- Keep your advertising budget from being wasted on irrelevant searches
- Distinguish your brand from certain brands which aren’t your immediate competition or might damage the reputation of your product
- You should ensure that your ads don’t appear on product pages where your products are outperforming
- Achieve higher CTRs, conversion rates, and ACOs
What are the benefits of negative product targeting on Amazon?
By choosing keywords that you do not want to bid on as part of your PPC ad placements, you will avoid wasted spend and narrow in on your target audience.
You can avoid the following problems when you use Amazon negative keywords in your PPC campaigns
- Wasteful advertising. Most sellers or brands make use of broad/phrase match keywords to run auto campaigns and manual campaigns to increase visibility on Amazon. In addition to adding negative keywords, you may also do this for more effective targeting. You can lower your ad spending while improving your results with this method.
- Low product rankings. You can increase your Amazon ranking over time by attracting qualified leads with negative keywords.
- Keyword cannibalization. You don’t want your own campaigns to compete with yours! By using negative keywords, you can avoid keyword cannibalization on your manual and automatic campaigns.
How Negative Targets Affect Your Amazon PPC Campaigns
Auto campaigns have changed dramatically with the addition of negative product targeting. When using auto campaigns to get keyword research or to make sales, sellers can now block irrelevant products and maximize their return on ad spend. Adding negative targets to your Amazon campaigns is the most straightforward way to improve your conversion rate, click-through rate, and ACoS.
What is the process for adding negative targets to your auto campaigns?
You’ll now notice a tab near the bottom of the page labeled “Negative product targeting” once you’ve set up your auto campaign. All you need to do is enter the ASINs you wish to block, and your campaign will be launched.
The use of negative products on Amazon
The strategy and circumstances of every seller are unique, so a single feature, like negative targets for auto campaigns, doesn’t fit all. Researchers concluded that blocking every ASIN that is simply deemed “irrelevant” isn’t a worthwhile strategy to implement.
As a first step, it’s impossible to know if an ASIN should be blocked without seeing a decent amount of data. As a second step, you will need a benchmark for how a negative ASIN should be added. This will help ensure that ASIN targets are measured by the same standard. Products with fewer than 30 clicks and no sales should be blocked.
What are the uses of these targeting options?
Both automatic and manual campaigns provide negative keyword targeting and negative product targeting options. In the process of creating an automatic campaign, you will have the option of selecting negative keywords as well as negative product targeting. You, however, have the option of selecting either keyword targeting or product targeting when creating a manual campaign. You can choose to target negative keywords or negative products based on your selection.
Conclusion
Keyword targeting with negative keywords and product targeting with negative products accomplish almost the same thing, in that they eliminate unnecessary and irrelevant clicks. In both manual and automatic campaigns, these selections are optional, but it is important to select them because they reduce your advertising costs and increase the return on ad spend. This increased targeting flexibility gives you greater control over your campaigns than ever before. Keep up with the competition by using these features.
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Also read: How to Sell on Amazon and Make a Profit: Ultimate Guide?
