Amazon PPC

Amazon Negative Keywords Guide

Negative keywords are not just a way to trim CPC. They are a control system for moving budget away from weak intent and back toward converting search terms. Many high-ACOS accounts are not overbidding. They are overexposed to mismatched queries.

A reliable workflow is to set spend and conversion thresholds first, then negate terms by rule. This gives clearer decisions than removing terms by instinct.

Define Trigger Rules First

• High spend and zero orders: term spend exceeds 1.0 to 1.5x target CPA without conversion.
• High clicks and no conversion: click count passes a practical threshold without orders.
• Intent mismatch: query intent does not match product attributes or audience.
• Structure conflict: duplicated terms compete across ad groups and waste budget.

Exact vs Phrase Negatives

Use exact negatives for clearly bad terms with low collateral risk. Use phrase negatives for consistently bad roots, but deploy in smaller batches to avoid overblocking potential long-tail queries.

Weekly Execution Loop

1. Export the search term report and sort by spend, clicks, and orders.
2. Tag high-spend zero-order terms as exact-negative candidates.
3. Group recurring low-intent roots as phrase-negative candidates.
4. Cross-check with backend keyword coverage and listing relevance.
5. After changes, review ACOS, CTR, CVR, and order contribution before the next batch.

Common Mistakes

• Large phrase-negative changes in one release.
• Optimizing ACOS only and ignoring order contribution.
• Mixing campaign-level and ad-group-level negatives without structure.
• Skipping post-change measurement.

Tie It to Unit Economics

Negative keyword decisions should map to margin safety, not vanity metrics. Use the profit calculator to estimate break-even ACOS, then set search term spend thresholds against that baseline.

FAQ

Will negative keywords cut too much traffic?

Clicks may drop at first, but the goal is to remove low-intent traffic. If you only negate expensive non-converting terms, efficiency usually improves.

Should sellers start with exact or phrase negatives?

Start with exact negatives for clearly irrelevant terms, then add phrase negatives for repeatedly poor roots in controlled batches.

How often should negative keywords be reviewed?

Weekly during launch, then every two weeks or when spend thresholds are hit on mature campaigns.