Getting clicks but no sales? Imagine selling premium leather boots, but your ad appears for ‘rain boots’—wasting your budget. Frustrating, right?
Negative keywords fix this by filtering out irrelevant traffic, boosting conversions, and refining your Amazon PPC targeting.
This guide covers everything you need to know—how they work, why they matter, and how to use them for maximum ROI.
Key Highlights
- What are Negative Keywords?
- Negative keywords are search terms that prevent your Amazon ads from appearing for irrelevant or unqualified queries.
- Why Negative Keywords Matter in Amazon PPC
- Optimizing Ad Spend: They ensure you're not wasting money on unqualified clicks.
- Improving CTR: Helps boost click-through rates by excluding irrelevant impressions.
- Boosting Conversion Rates: Ads show only to relevant shoppers, leading to better conversions.
- Preventing Ad Campaign Competition: Stops ads from competing against each other.
- Improving Ad Rank: Helps improve relevance and lower CPC over time.
- Types of Negative Keyword Match Types
- Negative Exact Match: Blocks ads for the exact search term.
- Negative Phrase Match: Excludes searches that contain the exact phrase.
- How to Add Negative Keywords in Amazon
- You can add negative keywords at the campaign or ad group level within the Amazon advertising console.
- How to Identify Negative Keywords
- Use search term reports, automated tools, and competitor analysis to identify poor-performing keywords.
- Optimization Tips
- Regularly monitor and update your negative keywords based on campaign performance to continuously refine targeting.
What are Negative Keywords Amazon?
Negative keywords Amazon PPC are search terms that prevent your ads from appearing when shoppers use those specific words in their search queries. Unlike regular positive keywords that trigger your ads, negative keywords work by blocking irrelevant or unprofitable traffic.
- If you sell leather wallets, you might want to negate terms like "cheap wallets" or "foam wallets" to avoid unqualified clicks.
- If you sell branded shoes, you could exclude competitors' brand names to focus only on your own products.
By using negative keywords strategically, sellers can cut down on wasted ad spend, improve conversion rates, and boost overall campaign performance.
Why Are Negative Keywords Important in Amazon PPC?
Negative keywords Amazon allow you to refine your targeting, ensuring your ads show to the right customers while minimizing wasted ad spend. Here's why negative keywords matter:
1. Optimizing Ad Spend
By excluding irrelevant search terms, negative keywords help ensure you're not spending money on clicks that won’t convert. This helps maximize your budget, directing it towards terms that are more likely to lead to sales.
2. Improving Click-Through Rate (CTR)
Using negative keywords means fewer irrelevant impressions, which naturally boosts your click-through rate. When your ads only show for relevant searches, users are more likely to click, as they find the ad to be aligned with what they’re looking for.
3. Boosting Conversion Rates
When your ad shows to the right audience, it’s more likely to lead to conversions. Negative keywords eliminate unwanted traffic, helping you focus on attracting customers who are ready to buy. This leads to better conversion rates and a better ROI, ensuring you maximize your advertising potential.
4. Preventing Ad Campaigns from Competing Against Each Other
Negative keywords can prevent overlap between different campaigns or ad groups. This avoids situations where your ads might compete against each other for the same search terms, helping you maintain a clear and effective ad strategy.
5. Improving Ad Rank
Amazon’s A9 algorithm rewards ads that have high CTR and strong relevance. By using negative keywords to filter out irrelevant traffic, you can improve your ad performance, which may help increase your ad rank and lower your cost-per-click (CPC) over time, preventing a low CTR.
What are the Types of Negative Keyword Match Types on Amazon?
Negative keywords Amazon are set up in different match types, each determining how broadly or narrowly the exclusion applies. Here’s a breakdown of the two main types:
1. Negative Exact Match
The negative exact match keyword ensures your ad won’t show if the exact search term, such as "kitchen knife," is used. This is the most specific form of exclusion.
Example:
If you add “wireless headphones” as a negative exact match, your ad won’t show for the search term “wireless headphones”. However, it could still show up for variations like “best wireless headphones” or “Bluetooth headphones.”
When to Use:
This match type is ideal when you want to block a very specific search term but still want to capture related terms.
2. Negative Phrase Match
The negative phrase match prevents ads from showing if the search query contains the exact phrase you specify but allows for variations before or after the phrase.
Example:
If you set “noise-canceling headphones” as a negative phrase match, your ad won’t show for searches like “best noise-canceling headphones” or “cheap noise-canceling headphones.” However, it could still appear for searches like “wireless headphones with noise canceling.”
When to Use:
This match type is less restrictive than an exact match, providing more flexibility. It helps you exclude a range of related terms while still reaching shoppers looking for similar products.
|
Negative Keyword Type |
Example |
Blocked Searches |
Allowed Searches |
|
Negative Exact Match |
"running shoes" |
"running shoes" |
"best running shoes", "buy running shoes" |
|
Negative Phrase Match |
"running shoes" |
"cheap running shoes", "running shoes for men" |
"best shoes for running", "sports shoes" |
Also Read- How Much Does Amazon PPC Cost? Setting Your Budget Right
Where Can You Add Negative Keywords on Amazon?
Negative keywords can be added at different levels within your Amazon PPC account using the Amazon advertising console. The placement of these negative keywords determines how broadly or narrowly they affect your campaigns. Here's a closer look at both:
1. Campaign Level
When you add negative keywords at the campaign level, they will apply to all ad groups within that campaign. This means that any search terms you block will be excluded across the entire campaign, helping you filter out unwanted traffic for all related products. This approach is useful when you want to apply a broad exclusion across multiple products or ad groups in one campaign.
2. Ad Group Level
Adding negative keywords at the ad group level allows for more granular control. Negative keywords added at this level will only impact the specific ad group where they are applied. This is ideal when you want to block irrelevant terms for a particular product or product category without affecting the other ad groups within the same campaign.
How to Identify Negative Keywords?
Identifying negative keywords is a crucial step in refining your Amazon PPC campaigns and making sure you’re not wasting ad spend on irrelevant searches. Here are some effective ways to find those negative keywords:
1. Analyzing Search Term Reports with Data-Driven Metrics
Your Amazon PPC search term reports show you the exact terms that triggered your ads and how they performed. Instead of relying solely on intuition, focus on conversion rates, ACoS (Advertising Cost of Sales), and wasted ad spend metrics to pinpoint poor-performing keywords. Terms with high spend but low conversions should be excluded to optimize ad efficiency.
2. Competitor Analysis for Preemptive Negative Keyword Discovery
Monitoring competitor ads can provide insights into which search terms might be driving irrelevant traffic to your own campaigns. By using competitor research tools you can identify keywords that are working (or not working) for your competitors. This proactive approach helps block bad terms before they waste your budget, rather than relying only on post-campaign analysis.
3. Customer Feedback & Reviews for Hidden Negative Keywords
Customer reviews and feedback can reveal common misconceptions about your product. Look for recurring themes in negative feedback or questions from customers that indicate irrelevant search intent. If shoppers frequently mention confusion about your product's use case, consider blocking keywords related to those misunderstandings.
4. Using Keyword Research Tools & Amazon’s Suggested Negatives
There are many tools available, such as Amazon’s Keyword Tool or third-party tools like Ahrefs or SEMrush, that can help you identify negative keywords and filter out unqualified leads. Additionally, Amazon’s auto-suggestions for search term exclusions can provide real-time insights into terms that frequently generate poor results. Leveraging these suggestions ensures you refine your keyword list with Amazon’s own algorithmic recommendations.
How to Add Negative Keywords in Amazon’s Advertising Console?
If your product ads are appearing for irrelevant searches, adding negative keywords ensures that your budget is spent only on relevant customers. Below is a step-by-step guide on how to add negative keywords in Amazon’s Advertising Console.
Step 1: Log in to Amazon Seller Central
First, go to Amazon Seller Central and sign in with your credentials. Once logged in, navigate to the Advertising tab and click on Campaign Manager to access your PPC campaigns.
Step 2: Select the Campaign and Ad Group
Find the campaign where you want to add negative keywords. Click on the campaign name to open its settings. Then, select the specific ad group where you want to apply the negative keywords.
Step 3: Navigate to the Negative Keywords Section
On the left-side menu, you will see different options related to campaign settings. Look for "Negative Targeting" and click on it. This section allows you to manage negative keywords for your campaign.
Step 4: Click on "Add Negative Keywords"
Once inside the Negative Targeting section, click on the "Add Negative Keywords" button. A text box will appear where you can input the keywords you want to exclude from your campaign.
Step 5: Choose the Match Type
Amazon allows you to add negative keywords using two match types:
- Negative Phrase Match: Prevents your ads from appearing when the phrase appears in any order within a search query, while exact match negative keywords ensure that ads do not show for specific terms.
- Negative Exact Match: Blocks your ads from appearing only when the exact broad match keyword is searched.
For example:
- If you add "cheap headphones" (Negative Phrase Match), your ad will be blocked for searches like “cheap wireless headphones” or “buy cheap headphones”, but not for “budget headphones”.
- If you add "cheap headphones" (Negative Exact Match), your ad will be blocked only when someone searches exactly for “cheap headphones”.
Step 6: Click "Save"
Once you’ve added all the necessary negative keywords, click “Save” to apply the changes. Your campaign will now exclude these keywords, helping you optimize ad spend.
Step 7: Regularly Review and Update Negative Keywords
Negative keywords are not a one-time fix. Regularly check your Search Term Reports (found in the Reports section of Amazon Seller Central) to identify search queries that are consuming your budget without driving conversions. Add new negative keywords as needed to further refine your campaign’s targeting.
By following these steps, you can effectively block irrelevant traffic, improve your Advertising Cost of Sales (ACoS), and ensure that your Amazon PPC campaigns focus on the right audience.
How to Remove Negative Keywords from Amazon Seller Central?
Removing negative keywords from your campaigns is a simple process, but it’s important to do it carefully to avoid affecting the performance of your ads. Here’s a step-by-step guide on how to remove them from Amazon Seller Central:
1. Log in to Your Amazon Seller Central Account
Start by logging into your Amazon Seller Central account. Once logged in, navigate to the “Campaign Manager” under the Advertising tab. This is where you can manage all your campaigns, including adding or removing negative keywords.
2. Go to the Campaign You Want to Modify
Once in the Campaign Manager, find the campaign you want to adjust. Click on the campaign name to open the details. Here, you’ll see a list of all the keywords associated with that campaign.
3. Access the Negative Keywords Section
In the campaign details, there’s a tab or section labeled “Negative Keywords” or “Keyword Targeting.” Click on this tab to view the list of negative keywords that are currently being used in the campaign.
4. Select and Remove the Negative Keywords
Next, you’ll see the negative keywords listed, and you can select the ones you want to remove. You may want to remove keywords that are no longer relevant or that were mistakenly added in the first place. Once you’ve selected the keywords to remove, click on the “Remove” button.
5. Confirm and Save Changes
After removing the negative keywords, Amazon will prompt you to confirm the changes. Make sure everything looks correct and then click the “Save” button to update your campaign.
6. Monitor Campaign Performance
After removing negative keywords, keep an eye on your campaign’s performance to ensure it improves. You may need to add new negative keywords or tweak your campaign further based on the results.
Examples of Amazon Negative Keywords in Action
Using negative keywords effectively can dramatically improve the performance of your Amazon PPC campaigns by preventing irrelevant clicks and wasted ad spend. Let’s walk through some real-world examples to understand how negative keywords work in action.
1. Example: Blocking Irrelevant Product Searches
Imagine you’re selling “wireless headphones,” but you want to avoid showing your ads for cheap, low-quality options that don’t match your brand. You could add the following negative keywords:
- “cheap wireless headphones”
- “discount wireless headphones”
- “Second-hand wireless headphones”
By adding these as negative keywords, your ads won’t appear when users search for these terms, helping you avoid attracting low-intent customers who are unlikely to make a purchase.
2. Example: Preventing Brand Competition
Suppose you sell a specific brand of “noise-canceling headphones,” but you’re targeting customers who are looking for your brand specifically. If you want to avoid showing ads for other brands, you could add these negative keywords:
- “Sony noise-canceling headphones”
- “Bose noise-canceling headphones”
- “Beats noise-canceling headphones”
This way, your ads won’t compete against major brands like Sony, Bose, or Beats for general “noise-canceling headphones” searches, ensuring you only show ads for people searching for your brand.
3. Example: Blocking Non-Relevant Product Features
Let’s say you sell “Bluetooth wireless speakers,” but your product does not have a built-in microphone. To avoid showing your ads to people searching specifically for speakers with that feature, you could add:
- “Bluetooth speakers with microphone”
- “Bluetooth speaker with mic”
- “wireless speakers with built-in mic”
This exclusion helps you avoid wasted impressions and ensures your ads only show to customers interested in the features your product offers.
4. Example: Narrowing Down Audience Intent
If you’re advertising a premium, high-end product but don’t want to attract bargain shoppers, you could exclude terms like:
- “best wireless headphones under $50”
- “cheap Bluetooth speakers”
- “discount audio products”
By excluding these types of searches, your ads will focus on people with higher purchasing intent, who are more likely to be interested in your premium offerings.
How to Optimize Amazon Ad Campaigns with Negative Keywords?
Negative keywords aren’t just for preventing irrelevant clicks—they’re also a key tool in continuously refining and optimizing your Amazon PPC campaigns. Here's how to make the most of them for better results:
1. Incorporate Negative Keywords Early in Campaigns
Start using negative keywords right from the beginning of your campaign. Including them early ensures that you’re filtering out irrelevant traffic before it eats up your ad budget. By carefully considering which search terms might not be relevant to your products, you can immediately focus your efforts on attracting the most qualified buyers.
For example, if you're selling high-end audio equipment, add negative keywords for budget terms like "cheap speakers" or "discount audio equipment" from day one, so your ad spend isn't wasted.
2. Use Both Negative Exact and Negative Phrase Match Types
To optimize your targeting, use both negative exact and negative phrase match types. This allows you to cover a wider range of irrelevant search queries while still reaching potential customers.
- Negative Exact Match: Blocks specific search terms, like “cheap wireless speakers.”
- Negative Phrase Match: Excludes searches with a specific phrase, like “wireless speakers under $50.”
By combining both match types, you can prevent irrelevant traffic and maximize your ad budget efficiency.
3. Regularly Monitor and Update Negative Keywords
Your negative keyword list should be dynamic. As your campaign progresses and you gather more data, regularly review and update your negative keyword list based on performance. For example, if you notice certain search terms that are generating clicks but not conversions, they may need to be added to your negative keyword list.
Set a schedule—weekly or monthly— to analyze search term reports and remove any unnecessary or irrelevant terms. This will keep your campaign optimized and reduce wasted spend.
4. Analyzing the Impact of Negative Keywords on Ad Performance
Once you’ve added negative keywords to your campaigns, it’s important to evaluate their impact. Track how the exclusion of certain search terms affects key metrics like ACoS (Advertising Cost of Sale), CTR (Click-Through Rate), and conversion rates.
For example, if adding negative keywords results in a decrease in wasted clicks, you might see your ACoS drop and your CTR rise. Monitoring these changes helps you ensure that your negative keywords are having the desired effect.
5. Segment Campaigns and Tailor Negative Keywords
To take optimization further, segment your campaigns based on product categories, audience types, or marketing objectives. Each segment can have a customized list of negative keywords that align with its specific goals.
For instance, a campaign targeting high-end products may require more restrictive negative keywords compared to a broader campaign for entry-level products. By tailoring your negative keyword strategy for different segments, you ensure that each ad group remains efficient and is a great way to focus on the right target audience.
Also Read- Boost Amazon Ads Not Getting Impressions: 6 Proven Tips
Common Amazon Negative Keyword Mistakes to Avoid
Below, we have added common Amazon negative keyword mistakes you must avoid at all costs. Please take a look.
1. Blocking Too Many Keywords
Overusing negative keywords can restrict ad reach, limiting impressions and potential sales. Balance is key to maintaining visibility.
2. Not Reviewing Negative Keywords Regularly
Failing to update your negative keyword list can lead to wasted ad spend or missed opportunities for high-converting searches, hurting overall campaign performance.
3. Not Using Campaign-Level Negative Keywords Strategically
Neglecting campaign-level negatives can cause keyword overlap, reducing efficiency and increasing costs, making your campaigns less effective.
The Role of Automation & AI in Negative Keyword Management
Automation and AI can streamline negative keyword optimization, reducing manual effort and improving campaign efficiency. In this section, we’ll discuss how AI-driven tools and automation can enhance your PPC strategy.
1. AI-Based Negative Keyword Suggestions
AI tools analyze search terms and suggest negative keywords, improving efficiency and preventing wasted ad spend by refining targeting.
2. Automating Bulk Negative Keywords Updates
Automation helps manage large lists by continuously refining negatives, ensuring campaigns remain optimized and up-to-date without manual effort.
Hiring an Amazon PPC Agency for Negative Keywords Management
Managing negative keywords effectively requires expertise and continuous optimization. Here, we’ll explore the benefits of working with an Amazon PPC agency to improve ad performance.
Why Work with an Amazon PPC Management Agency?
Experts provide strategic oversight, preventing costly mistakes while maximizing ad efficiency so you get better results with less hassle. An agency’s data-driven approach ensures continuous optimization for long-term success.
What to Look for in an Amazon PPC Agency?
Choose an agency with:
- Deep Amazon expertise,
- Advanced analytics, and
- A history of delivering high-performing campaigns
This will help maximize sales and profitability.
A results-driven approach and proactive optimization are key to staying ahead of the competition.
How beBOLD Digital Can Help You Optimize Your Amazon PPC Campaigns
Partnering with an expert can significantly enhance your campaign's effectiveness. beBOLD Digital, a leading full-service Amazon agency, specializes in sustainable growth and profitability for brands of all sizes. Their comprehensive services include Amazon account management, advertising, SEO, A+ content creation, and listing optimization. By leveraging beBOLD Digital's expertise, you can ensure that your advertising strategies are finely tuned to maximize reach and return on investment.
Moreover, beBOLD Digital's proficiency in Amazon's advertising platform ensures that your campaigns are optimized for success. Their team stays abreast of the latest trends and best practices, allowing them to implement strategies that effectively target your desired audience. By collaborating with beBOLD Digital, you can navigate the complexities of Amazon advertising with confidence, knowing that your campaigns are in capable hands. Contact us Today!
Conclusion
A well-structured keyword strategy involves continuously refining your keyword list, leveraging negative keywords to eliminate wasteful spending, and analyzing data to optimize bids and match types. The marketplace is always evolving, and what works today may not work tomorrow. That’s why regular campaign audits, A/B testing, and keyword expansion are essential for long-term success.
By thinking like your customers, staying adaptable, and making data-driven decisions, you can transform your Amazon PPC campaigns into profitable, scalable assets for your business. The brands that succeed on Amazon are the ones that consistently refine their approach, embrace testing, and stay ahead of shifting market trends. If you invest in keyword research and optimization, you’re not just improving your ad performance—you’re building a sustainable growth strategy for your business.
Frequently Asked Questions
What is a negative string in Amazon?
A negative string in Amazon refers to a specific sequence of words or phrases added as a negative keyword to prevent ads from showing when those exact terms are searched. It helps block irrelevant traffic by excluding searches with that specific phrase.
What is the difference between a negative phrase match and a negative exact match?
A negative exact match excludes ads for the exact search term, while a negative phrase match excludes ads when the specified phrase appears, allowing for variations in the search query. Exact match is more restrictive, while phrase match offers flexibility.
Do negative keywords Amazon enable better targeting?
Yes, negative keywords improve targeting by filtering out irrelevant search queries. This ensures that your ads are shown to more qualified customers, ultimately boosting your click-through rate (CTR) and conversion rates while reducing wasted ad spend.
What is negative balance in Amazon?
A negative balance on Amazon refers to a situation where your Amazon advertising account has a debt due to overspending or insufficient funds. This can occur if your campaigns exceed the available balance, and it must be resolved before running additional ads.
How many negative keywords can you have?
Amazon allows you to add up to 1,000 negative keywords and new terms per campaign. It’s recommended to add negative keywords gradually based on search term data, ensuring your campaigns remain focused and cost-effective while avoiding irrelevant traffic.
How often should I update my negative keyword list?
Regularly review and update your negative keywords at least once a week to prevent wasted ad spend and ensure optimal campaign performance.
Can negative keywords lower my impressions?
Yes, but only for irrelevant searches. Properly used negative keywords refine targeting, reducing wasted impressions while improving ad relevance and conversion rates.
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