In Amazon advertising promotion, negative delivery is an important strategy used by sellers. By blocking specific keywords, you can avoid the interference of irrelevant traffic and improve the accuracy of advertising. This article will explore the application scenarios and reasons of negative delivery, as well as how to cleverly use negative delivery to optimize advertising results.
1. What is negative delivery?
Negative delivery means that sellers intentionally block certain keywords so that products no longer appear under these keywords, thereby reducing advertising exposure and reducing invalid clicks. This is a means of refined advertising management that helps to improve advertising conversion rates.
2. Why use negative delivery?
1. Avoid invalid traffic
Through negative delivery, you can prevent ads from being displayed under search terms that are irrelevant to the product or do not meet the needs of target customers, reducing the generation of invalid traffic.
2. Optimize keyword matching
In the case of broad matching, Amazon will select more keywords for sellers, but not all keywords can bring effective conversions. Negative delivery can exclude some irrelevant or low-conversion keywords and optimize the keyword matching of ads.
3. How to use negative delivery?
1. Scenarios for using negative delivery
Blocking conflicting product keywords: When sellers sell multiple products and do not want the keywords of a certain product to affect other products, they can set the keywords of conflicting products to negative delivery.
Avoid brand conflicts: If a keyword is easily associated with a big brand, but cannot be effectively converted due to insufficient competitiveness, the brand or product can be set to negative delivery.
2. Automatic advertising negative delivery
Automatic advertising is a good tool for finding potential keywords, but irrelevant traffic needs to be negated in a timely manner. Through negative delivery, ads can be prevented from being displayed under search terms that are irrelevant to the product.
3. Avoid frequent use of negative delivery
The frequency of negative delivery should not be too high, otherwise Amazon may gradually block high-quality keywords and traffic will be lost. Avoid negating too many major keywords to avoid affecting the overall advertising effect.
Fourth, precautions for negative delivery
1. Be cautious in choosing keywords
When using negative delivery, you need to choose keywords carefully to avoid blocking potential effective keywords by mistake. Consider the relevance and conversion rate of keywords and make wise decisions.
2. Avoid overuse
Excessive use of negative placements may result in ads failing to reach potential customers, so negative keywords should be set carefully to maintain a balance.
3. Regularly review negative placements
As the market and products change, sellers need to regularly review negative placement keywords to ensure that they are still in line with the actual situation and make timely adjustments.