1) What are “yes and no” words?
Everyone knows that keywords are words that match product ads and appear on customer search pages, while “no words” are just the opposite. When customers search for “no words”, the corresponding product ads will not be displayed on Amazon’s search page. To put it simply, when you don’t want Amazon to display ads, you give Amazon a “no word” instruction. For example, the keyword for a messenger bag is set to messenger bag. If you don’t use “no words”, the product will appear in the SERP for the search term leather messenger bag. Our product material is Polyster, which does not match the search term. Customers may click on our ads, but leave when they find that it is not the product they want. At this point, because there is no cost generated by the conversion click, the advertising budget is wasted. Therefore, “no words” are the most direct means of controlling advertising costs.
2) Standards for no words
Although “no words” have many benefits, you should also use them with caution. Generally, if you are not sure, I don’t recommend that you use a lot of “no words” right away, especially “phrase matching”. You should be careful about the “ There is a judgment for the standard of “negative words”. Find the appropriate “negative words” for your own category and advertising type. Here are a few examples for your reference.
? The exposure of the keyword is 3,000 times, but the click-through rate is less than 0.2%, and there is no conversion;
? The cost of the keyword exceeds US$40, but there is no conversion;
? The number of clicks on the keyword exceeds 20 times, but there is no conversion.
Of course, the use of keywords will also produce different effects according to different advertising purposes, so everyone should flexibly judge keywords and their “negative words” according to their actual situation.
3) Adding negative words
In the management interface of advertising activities, we can add and revoke “negative words”. There are two types of negative words, namely “phrase match” and “exact match”. The properties of the two are the same as keywords, but their effects on advertising are opposite.