This is a form of market research that helps us discover new converting search terms we otherwise couldn’t have predicted. In general, we are advocates for segmenting auto-targets in Amazon Ads. One of the greatest things about running phrase match, broad match, and auto campaigns is that they give us the opportunity to be found by searches we weren’t targeting. While making a 100% exact match account would solve the issue of showing up in unwanted searches, this strategy creates another problem: discoverability. Their work is done, and we can give them a better opportunity to discover new keywords by blocking out that term as a negative keyword.įrequently Asked Questions Why Not Just Make a 100% “Exact Match” Account? Now we have the power to control our bids for that specific keyword based on its conversion performance.Īfter we do that, there’s no reason to let our auto campaigns continue bidding on the search term. Once we discover a search term that converts, we want to stick that term into our product’s manual campaign as an exact match keyword. (Again, if you haven’t heard about the RPSB method yet, take a break from reading this until you understand it.) We use Amazon’s A9 algorithm to discover which search terms lead to actual conversions. Better Market Researchīecause of the limitations that come with auto campaigns (i.e., limited control over keywords and bids), we get the most value from these campaigns by collecting market research. We want to bid more for higher-converting terms and less for the lower-converting terms. That’s a problem because every keyword performs differently and, therefore, aren’t worth the same bid. ![]() There’s a chance your traditional vacuum will outrank your vacuum robot, pushing that to the bottom of the page, making it less likely that that product will be seen, even though it’s more relevant to the search terms. Why’s that a problem? Because you can’t control the order in which your ads appear. If a customer types “vacuum robot” into their Amazon search, both ad groups qualify to appear on the page. In the first ad group, you sell traditional vacuums, so you bid on the phrase-match keyword “vacuum.” In the second ad group, you sell those little droid-type vacuums, and you bid on the same phrase-match keyword. Say you have two products in two separate ad groups. Here’s a good example of how negative keywords work: In the end, both ad groups get less clicks than if only one showed for that keyword. It is what happens when two of your campaigns or ad groups compete against each other for the same keyword. Nobody likes to be second.Īnother major consequence of neglecting negative keywords is “keyword cannibalization.” This also impacts your organic ranking and could push your product from the first page to the second. When it’s time to bid for a search that’s relevant, Amazon will deem your low-performing product as less-worthy than your competitor for the top spot because they optimized their CTR with negative keywords. If you show up for hundreds of irrelevant search queries, your CTR plummets, a negative mark in Amazon’s eyes. We made a whole post about how Amazon ranking works but, suffice it to say, CTR is critical. When you and a competitor vie for the same search page, Amazon decides who gets the best positioning based on each product’s history. Not only do bad search terms earn unqualified leads, but they also lead to a low CTR. ![]() Negative keywords allow you to reallocate wasted spend so that every cent of your advertising budget is targeting conversions. If you have a strict daily budget, and you spend 40% of it on irrelevant search terms, the opportunity cost of an actual conversion is much greater! You’ve cut your advertising campaigns short by blowing your budget on searches that are meaningless to your product. Unfortunately, we see this kind of wasted funds regularly in accounts that don’t optimize for negative keywords in their Amazon advertising accounts. This screenshot is from an account that didn’t optimize their negative keywords, resulting in $10,625 of wasted spend over a 60-day period, which was 40% of their total ad spend!
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