Negative keywords
Negative keywords indicate on which search terms the product won't appear.
A common mistake is to set keywords with a high ACoS as negative, instead of considering their relevance to the product. This is counterproductive - by excluding a relevant term (a word present in the title for example) you risk receiving traffic from keywords other than the most relevant one, making the metrics worse. The reason for a high ACoS depends on a high bid per click, low sale price, low conversion rate, or high target ACoS.
Let's look at the proper process to exclude a keyword. Let's assume we are selling a 'golf putting mat' and in the Targeting section, we found 'golf balls' among the keywords. Since our product is not golf balls, nor is it present as an accessory, then we would exclude it as 'phrase match' so as not to appear on any search term that includes 'golf balls'.
If, on the other hand, we only wanted to exclude 'golf balls', but accept 'golf mat with golf balls' then we exclude 'golf balls' in 'exact match'. It is rare to have only nonrelevance in exact form.
If we go into Analytics > Search Terms and sort by keywords with no orders, we find that customers make a distinction between 'indoor' and 'outdoor' products. Our product is 'indoor' (as also stated in the title) so we want to make sure we don't spend on advertising for 'outdoor'. Even though there have been a few clicks for keywords that contain 'outdoor' let's go ahead and enter it as a negative keyword.
Do this for any terms that you think might be misleading to the consumer. Remember that the bulk of the work is done automatically by Advigator by looking at sales and CTR data - but there may be special cases.
Why might there be irrelevant keywords?
  • The targeting strategy chosen is 'No Filter.' Use 'Balanced' or 'Conservative' to leverage CTR% data and orders discarding most irrelevant terms
  • If the keyword has a high CTR% (clicks/impressions) but no sales, it could mean that the product photo or the first 70 characters of the title are not explanatory enough and the consumer needs to click and enter the product page to understand if the product is what they were looking for
  • If the product has sales from irrelevant keywords, it could be for two reasons:
    • The sales relate to another product in your brand but were attributed by Amazon to the campaign from which the click originated
    • The consumer mistakenly purchased the product believing it had the functionality expressed by your search term
Last modified 5mo ago
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