Before You Start
- Understanding of basic Amazon PPC terminology.
- Familiarity with the Amazon Seller Central dashboard.
- A Search Term Report.
- Insights into your product’s target audience and potential irrelevant search terms.
Overview
- What are Negative Keywords?
- Dive into Negative Phrase Match
- Best Practices for Implementing Negative Phrase Match
- Real-world Scenarios: When to Use Negative Phrase Match
- Pitfalls to Avoid
- Summary and Next Steps
- Related Articles
What are Negative Keywords?
Negative keywords are specific words or phrases that prevent your ad from being displayed when they’re part of a user’s search query.
By using negative keywords, sellers can filter out irrelevant traffic, ensuring that their ad spend targets only potential customers truly interested in their product.
Dive into Negative Phrase Match
How It Works
Negative phrase match ensures your ads won’t show for searches containing the exact keyword phrase in the order you specify, even if additional words are before or after the phrase.
For instance, if “red shoes” is your negative phrase keyword, your ad won’t display for “buy red shoes” or “red shoes for kids”.
Key Benefits
- Flexibility: More nuanced than negative exact match.
- Efficiency: Prevents ads from showing in searches which contain certain words or phrases that historically convert poorly, conserving ad spend.
- Relevance: Ensures your ads are only displayed to searches closely aligned with your product offering.
Best Practices for Implementing Negative Phrase Match
Researching Potential Negative Keywords
To optimize your PPC campaign using negative phrase match:
- Analyze search term reports to spot irrelevant queries, words and phrases triggering your ads.
- Regularly consult customer feedback and reviews for insights into what may be irrelevant to your product.
- Repeat and reiterate! Optimizing your Amazon PPC campaigns with negative phrase match keywords is a long and ongoing process.
Regularly Review and Refine
The e-commerce landscape and user behavior are constantly changing.
Make it a routine to review and adjust your negative keywords, ensuring they’re always up to date.
Real-world Scenarios: When to Use Negative Phrase Match
Imagine selling “metal water bottles”. If searches for “plastic water bottles” trigger your ads, a negative phrase match for “plastic” can prevent irrelevant traffic and wasted ad spend.
Pitfalls to Avoid
- Overuse: Excessive use of negative phrase match can limit ad visibility, potentially missing out on relevant traffic.
- Broad terms: Be cautious of excluding terms that might relate to potential product variations or related items.
Summary and Next Steps
Harnessing negative phrase match keywords is a powerful tool in the Amazon seller’s toolkit.
When used judiciously, it can dramatically refine your ad targeting, reducing wasteful spending, and ensuring a higher ROAS on your advertising budget.
It’s an iterative process; routinely revisit your strategy to maximize effectiveness.
Going through your search term reports and properly grouping commonly-used-together phrases is a hard and tedious process.
That’s why we built our Negative Phrase Analyzer tool. With Adjoli, you can simplify the negative phrase analysis process and make blazing-fast decisions on exactly what you should be negating.
Sign up for early access today and experience a world of difference in your Amazon PPC optimization processes!