How to Use Negative Keywords in Amazon PPC

Описание: Negative keywords can make or break your Amazon campaigns. So how do you actually use them well?

We use negative keywords in two key ways:

1. To stop spending on search terms we’ve already “harvested”

Once a customer search term converts in a discovery campaign, we move it to an exact match campaign where we can control the bid more precisely.

Then we negate it in the original discovery campaign to avoid bidding on it twice and wasting spend.

2. To eliminate irrelevant traffic

But what counts as “irrelevant”?

We don’t just go with gut feel.

We use a probability-based system to estimate how likely a search term is to convert.

For example, if we’re selling a metal soup spoon and someone searches “glass soup spoon,” we might say that term has a 15% chance of converting.

Based on that estimated probability, we give it a set number of clicks to prove itself.
If it doesn’t convert within that range, we negate it.

Why go through all this effort?

Because smart negating means less wasted spend and cleaner data, which means better decisions over time.