Amazon Negative Keyword Targeting

Negative keywords prevents your Amazon ad to show on search terms you choose. Negative keyword targeting is an option in two types of Amazon PPC ads.

Keyword targeting is meant to bring in only the customers most likely to be interested in your brand. Sometimes, there are certain keywords you want to avoid.

What Is Negative Keyword Targeting?

Regular keyword targeting refers to the process of displaying ads in a shopper’s search that contains terms matching your selected keywords. Negative keyword targeting has the opposite effect.

Negative keywords prevent your ads from displaying when the keywords you choose match a search term. Essentially, your negative keywords on Amazon show that you don’t want your ad to appear in certain searches.

How does this strategy work exactly, and what are some negative keyword targeting examples?

Why Use Negative Targeting on Amazon?

In pay-per-click advertising (PPC), every click counts. In some cases, your ad might be costing you money when it doesn’t need to.

Let’s say you sell wicker baskets on Amazon. If you have a bid on the keyword “baskets,” it’s possible that your ad will appear in any search containing the same keyword. However, not all shoppers are looking for wicker baskets specifically.

If a shopper searches for “fabric baskets,” your ad might still appear even though it isn’t entirely relevant. If the shopper clicks on your ad by accident, you will have to pay for this click despite no chance of a sale.

By reducing poorly-performing searches (in this case, “fabric baskets”) with negative keywords in your Amazon ads, you can easily reduce your overall advertising cost and increase your Return on Ad Spend (ROAS). 

How Can You Use Negative Keyword Targeting?

Negative keyword targeting is an option in two types of Amazon PPC ads: Sponsored Products and Sponsored Brands. You can implement your negative keywords when selecting automatic targeting or keyword targeting strategy.

Use negative keyword targeting to remove your ad from irrelevant and unprofitable searches. You may already know what these terms are. In other cases, you will learn that some keywords are better than others.

For instance, if you have bid on the keyword “shampoo,” you may find that some iterations of this keyword result in higher conversion rates for your product.

For a negative keyword example, a shopper might search for “color protecting shampoo.” You may find that the ad has a low conversion rate for this specific keyword. By adding this to your negative keyword list, you can focus your campaign in more profitable areas to maximize your ROI.

Finally, consider combining negative keyword targeting with negative product targeting to optimize the quality of traffic you receive on your listings.