Amazon is an E-commerce platform and a search engine that sorts items on its own. One can work on Negative Keywords on Amazon SEO to get things done for one’s products.
But it may not prove that productive, especially when you are looking to take the first order on Amazon. Amazon search bots work automatically and are always likely to bring the most useful deal to prospective buyers.
It will bring the rightly priced product before the buyers, but it will also take best-selling into account. The best-selling, rightly priced, and highly-rated items are likely to get on top of the search results.
This is who it works, and that’s why it is succeeding. Amazon brings the best deals to the buyers. But it may not look that promising if you are a seller on the platform. You may require buying some per-per-click ads to get the attention on the platform.
The PPC ads work superbly for the sellers and bring traffic to the stores. It also manages ratings for a product and helps gain good SEO value.
But buying the PPC ads alone cannot prove productive for sellers. You cannot afford to leave your ads for every keyword around. It may cost you money that cannot be called an opportunity cost.
This is why it is so vital to master the Amazon negative keywords for the best results. Mastering the negative keywords will reduce the cost of wasted ad spend.
Mastering the Negative Keywords in A Real-Time
One can improve the ROAS and can adjust ACOS by adjusting keywords. Here are the steps involved to master the negative keywords fabulously.
Step 1. The basics of negative keywords
Before we try to master these keywords, we need to understand what exactly they are. These keywords, as the name indicate, lie exactly to the positive search terms.
All PPC are shown against a set of keywords you choose while buying and setting the PPC ad campaign. Sometimes people go broad in setting the keywords for the search.
The Amazon bots will show you ads for the keywords you select in the settings. But picking up all relevant keywords may backfire at the end of the day as all of the budgets will get consumed for irrelevant keywords.
This can be avoided by simply adding some irrelevant keywords as negative keywords. Amazon will not show your ad for the negative keywords, and you will reach the right buyers. It is the smart way to make good use of the PPC ads you buy for the product promotions.
Everything can be managed by logging on to the central selling account. You can get to the “campaign manager” and can add all the negative keywords right there. Amazon search bots will stop showing your ad against all the negative keywords.
Step 2. Broad match vs. phrase match vs. exact match
Amazon offers three different categories to work with keywords. Two of these factions work with negative keywords, while the 3rd one works with positive terms alone.
- Exact match. As the name indicates, work with exact matches. Adding an exact match means the exact terms will impact search results.
- E.g., adding “kitchen knife” as a negative keyword will stop search results from showing your ad for queries for kitchen knives or kitchen knives. But it will never stop your ad from showing for queries like Japanese kitchen knives or knives for kitchens.
- Phrase match. The phrase match is related to the keywords that are quite closer to the seed term. The term “Japanese knife set” is likely to remain relevant to the “knife set,” but “knives for kitchens” would not fall in this category. Similarly, we cannot just add synonyms in the phrase match category.
- Broad match. It will include almost everything related or relevant to the seed term. It will take synonyms and even the broader matches into account. But it is vital to note that broad match does not work for negative keywords on Amazon.
- Negative keywords can created with the help of exact match and phrase match keywords. The exact match can help beginners make the necessary adjustments.
Step 3. Campaign level vs. ad group level negative keywords
Negative keywords can be used for the full campaign as well as for specific ad groups. At times entities are buying PPC ads for a different set of products.
Amazon will allow all such entities to break the campaign for all different product categories to customize the ad campaign better. This is what will enable entities to manage ad groups.
For instance, you sell white and pink sneakers for ladies and gents and have developed different ad groups for different categories.
You have the luxury to add “pink tennis shoes” as a negative keyword for the white sneakers, but you can keep it for the other ad group. It will prove productive for the pink sneakers but may prove fatal if left for the white sneakers.
Step 4. Find the right negative keywords
Remember adding the right set of negative keywords is the only way forward. You can save your money and can reach the right group of buyers by mastering the negative keywords.
Before that, you have to put the right negative keywords into place. You can do it by using the following ways.
You can brainstorm for your product; for example, if you are selling leather shoes, then “running shoes” will always be a negative keyword for your ad campaign. You can also consult an Amazon Agency for expert advice.
Go through analytics
Analyzing a campaign for the keywords can also help your cause. You can refine your future campaigns by getting the analytics to work for you.
Step 5. Stop your ad from competing against each other
You can also master the negative keywords for the Amazon PPC campaign to prioritize sales for some products. You can also add negative keywords to prevent your ad campaigns from competing with each other. It happens when you choose the right terms to add as negative keywords.