Exclude Irrelavant keywords

With negative keywords, you can block traffic from customer search terms that don't match your product. This helps stop accidental clicks and makes sure the traffic you get is more relevant.

How to add a negative keyword

Choose your campaign group, then click on Targeting > Negative Targeting.

Negative Phrase vs. Negative Exact

There are two types of negative keywords you can use:

  • Negative Phrase: This option stops your ads from appearing for the specific word you choose and any searches that include that word. For example, if you block "iphone," your ad won't show for searches like "iphone," "iphone case," or "case for iphone."

  • Negative Exact: This option only stops your ads from showing for the exact word or phrase you block. For instance, if you block "iphone" exactly, your ad could still appear for "iphone cases" but not just for "iphone."

Remember, using a negative phrase doesn't affect your ads showing for similar positive phrases; it just blocks searches that contain your blocked word.

Negative Product Pages

You can stop your ads from showing on certain product pages by adding ASINs, brand names, categories, or keywords from the titles. Just be careful not to block too many categories.

This could cut down your traffic a lot, especially if Amazon puts some important competitors in categories you wouldn't expect.


You can get ideas for negative keywords by going to Targeting > Negative Targeting > Suggestions.

In this section, we process the search term report to find words that are likely not relevant to your product.

There are 3 types of reports you can look at:

  1. Search terms that came from automatic targeting or broad/phrase matches but didn't result in any orders.

  2. Words that appear often in search terms but haven't led to any orders.

  3. Categories of competing products that haven't brought any orders.

Make sure to check if these words or categories really don't match your product. Keep in mind, some keywords that haven't brought orders yet might do so in the future.

Search Terms Report

To check it, go to Analytics, pick a product, and then click on Search Terms.

Should I remove keywords with high ACOS?


A high ACOS for a keyword means it led to at least one sale, so it's important for your customers because someone bought your product after searching for it. If you take it out, you'll miss out on traffic from a keyword that's already bringing in orders. ACOS changes based on how much you're willing to pay for each click. Advigator automatically adjusts this bid to try and meet your ACOS goal. We also gradually lower the bids for keywords that get clicks but no sales, until they don't cost you anymore. This means even if an irrelevant keyword is getting traffic, its cost will slowly go down and eventually stop.

Excluding Too Much

If you notice your campaigns aren't getting much traffic anymore, it might be because you've accidentally removed some good keywords. Undoing those wrong exclusions can help bring your traffic back.

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