1. Definition of negative keywords
Amazon defines negative keywords as follows: they can exclude searches with poor results, thereby reducing advertising costs and increasing return on investment (ROI). Sellers can use negative keywords to display ads to their main target buyers. For example, if a seller sells silver jewelry, they can add the negative keyword “silver-plated” to the ad group where the silver necklace ad is located. In this way, the seller’s ad will only be displayed on the search results page for silver necklaces, not on the search results page for silver-plated necklaces.
Negative keywords are very useful and can be used in two ways.
(1) Active attack
When doing broad matching, sellers can exclude some keywords that are not related to the product and exclude some junk traffic. For example, if iPhone7 Case needs to be broadly matched, but the style of the phone case is business style, buyers may search for a seller when searching for Cute ipPhone7Cases, click on the ad but no order is generated. At this time, you can select negative keywords, select the word “Cute”, and select negative phrase matching. After negation, any keyword containing Cute will not appear, that is, the word with this attribute is removed. This is active negation, which is a test of the seller’s keyword “skills”
(2) Passive waiting method
The seller first puts out automatic advertising test data, waits until the ACoS reaches 100%, and spends a lot of advertising money, and then negates some words. The seller can negate some words through analysis reports. For example, some keywords have a high click-through rate, but they are not converted into orders, and some words that are completely irrelevant to the product can all be negated. Many people discuss how to reduce ACoS, which is actually a process of constantly negating keywords. Some keywords have a high click-through rate, but do not bring conversions. Such high-click and low-conversion words will reduce the weight of the listing. The seller can directly negate them, and then actively negate some irrelevant keywords. Therefore, when doing broad matching, if you want to make the traffic more accurate, the seller can adopt the structure of “broad matching + negative keywords” to reduce junk traffic.
Negative keywords must be used with caution. When negating keywords, try to choose accurate negation, especially for related words. If you mistakenly choose phrase negation for related words, it may block most of the listing traffic and reduce Lisin’s sales. If a seller sells Hard Drive, this product does not have Wii function, but the keyword Wii Hard Drive appears in the automatic advertisement, which brings a lot of clicks, but no conversion, then the seller can choose to use the word Wii Hard Drive as a precise negation, then why not use phrase negation? Because it is not ruled out that other phrases containing this word will attract traffic. For example, a consumer searches for the word White wifi Hard Drive, which brings very good conversion, but if the word Wifi Hard Drive is used as a keyword, then the word white wi fi Hard Drive will not bring traffic to the seller. Therefore, for any similar keyword, sellers should try to adhere to the principle of giving everything a chance, unless the seller makes a judgment based on the data of the advertising report and is very sure that the word cannot bring traffic, then phrase negation can be used, otherwise, try to use precise negation.