Many novice sellers have questions about Amazon’s negative delivery and want to understand its inappropriateness and its function in Amazon’s cross-border e-commerce. This article will share a strategy guide to help you better understand and use negative delivery.
1. Definition of negative delivery
Negative delivery refers to deliberately blocking certain keywords or products during advertising so that product clicks no longer appear in search results related to these words.
2. Functions of negative delivery
Fine traffic control: When certain keywords or products have invalid clicks or low conversion rates, negative delivery can reduce irrelevant traffic and improve advertising efficiency.
Prevent relevance from decreasing: Negative delivery can prevent Amazon from matching products to search terms that are not highly relevant to them, and maintain the relevance of products to target keywords.
3. Operational application of negative delivery
Focus on the ad group level: Negative delivery is mostly concentrated at the ad group level, mainly to reduce irrelevant traffic, while causing natural rankings to decline and filtering out low-quality keywords.
Pay attention to the number of times used: The number of times negative delivery is used should not be too many, otherwise Amazon may block some potential good keywords, resulting in traffic loss.
1. Negative delivery usage scenarios
Negative words: When selling two products at the same time but do not want the keywords of one product to affect the other product, you can set the conflicting words + A product category as negative delivery to exclude irrelevant scenarios and avoid invalid traffic.
Negative products: After creating manual ads and setting bids, you can perform product negation to exclude competitor products or big-name products that cannot generate effective conversions.
2. Automatic advertising negative delivery
Automatic advertising is a good way to check product listings. Through negative delivery, invalid traffic that is not related to the product can be cleaned up. However, in the early stage of automatic advertising, it is necessary to review whether the keywords, titles, five points, product descriptions, etc. in the listing background are reasonable. If not, they need to be rectified immediately.
Through the above strategy guide, you should now have a clearer understanding of Amazon’s negative delivery. Remember to be cautious when using negative placement, be careful not to overuse it, and keep the product and keyword relevant. This will help you control traffic more effectively, improve advertising ROI, and stand out in the competition of Amazon cross-border e-commerce.