Amazon sellers must know: Detailed explanation of negative keywords and advertising strategies

1. The definition and function of negative keywords

On Amazon, Negative keywords are an important tool that can help sellers exclude search terms that do not perform well, thereby reducing advertising costs and improving return on investment (ROI). . By setting negative keywords, sellers can ensure that ads are only displayed to the main target buyers and avoid wasting advertising costs caused by irrelevant traffic.

Active attack method and passive waiting method

1. Proactive attack method: Sellers can exclude some keywords that are not relevant to the product in advance during broad matching to reduce spam traffic. For example, if the seller is selling business-style iPhone 7 cases, you can use “Cute” as a negative keyword to prevent the ad from appearing in the search results for “Cute iPhone 7 Cases.”

2. Passive waiting method: Sellers first place automatic ads to collect data. When the advertising cost-to-sales ratio (ACoS) reaches a high level, they will then deny some keywords based on the report data. This method is suitable for situations where a certain amount of data has been accumulated.

2. The function of negative delivery

Negative placement not only helps control traffic, but also prevents your product from becoming less relevant to irrelevant search terms. It can play a role in the following aspects:

• Fine traffic control: Improve advertising effectiveness by excluding invalid clicks or keywords with low conversion rates.
• Maintain relevance: Avoid products being matched to search terms that are not highly relevant, and maintain the relevance of products and target keywords.

3. Specific applications of negative keywords

Notes on setting negative keywords

• When setting negative keywords, it is recommended to give priority to precise negatives rather than phrase negatives to avoid accidentally blocking potential effective traffic. For example, a search term like “White WiFi Hard Drive” can still result in conversions if “Wii Hard Drive” is accurately negatived.
• When using negative placement, avoid overuse to avoid missing potential good keywords, resulting in loss of traffic.

Time-sharing bidding strategy

In addition to negative keywords, sellers can also further optimize advertising costs by setting advertising bids by time period. Adjusting bids based on consumers’ active periods can effectively reduce ad spending during non-peak sales periods.

4. The multiple roles of negative keywords in advertising

1. Reduce spam clicks and reduce advertising costs: Avoid unnecessary advertising expenses by negating spam words.
2. Improve conversion rate and ranking: Continuously negate useless keywords, increase the overall conversion rate, and obtain higher rankings.
3. Optimize product positioning: The correct use of negative keywords can help accurately convey product information and avoid incorrect positioning.

Conclusion

To sum up, it is crucial for Amazon sellers to correctly understand and use negative keywords and placement strategies. It not only helps save advertising costs, but also significantly improves advertising effectiveness and product conversion rates. We hope that the above content can help sellers to advertise more freely on the Amazon platform.

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The above content is integrated from multiple articles and aims to comprehensively introduce how Amazon sellers can effectively use negative keywords and placement strategies.