Why do we need to sponsor our ads with the help of Amazon PPC? And the answer is to get sales not for clicks, but We pay for clicks on the Amazon PPC. To solve this problem the new term Negative Keywords has come into force. It seems like it is not good for use but it is a smart keyword.
Amazon PPC is a powerful tool to get quick exposure and nothing can be better for a new brand to Replace PPC. But high ACoS is also a big problem, we need to make a smart strategy for that. Negative keywords are essential elements that can save investment from going into wastewater
Effective use of negative keywords can increase the chance of a higher conversion rate and also decrease the investment of new sellers. Otherwise, Amazon’s PPC will become inefficient and costly for the brands and newcomers. One of The most prominent drawbacks of the Amazon PPC is that they are costly.
What are Negative Keywords?
Negative keywords prevent your sponsored ads from showing every type of customer and reduce your expenses. Because you will get low cost for Amazon PPC, it is an indication for Amazon for not showing that sponsored ad. Amazon’s search engine page is full of certain queries and a bulk of products are shown about them.
But it is not true to show as every time let’s understand this with an example. Suppose that you are selling cooking utensils which are made up of steel. You have added keywords to your product descriptions such as ‘cooking utensils’ If any customer wants to buy glass utensils, they will click your ad. But bounce back from your landing page, will increase the bounce back rate and be a negative sign for organic reach. Another disadvantage is the cost per click that you will pay for no reason.
Understanding Amazon PPC
For diving into the sea of negative keywords, we need to know more about Amazon PPC. Amazon PPC is a paid advertising service provided by Amazon. It is beneficial because it charges for clicking on the sponsored advertisement. Advertisers don’t pay for impressions and show their ads to several people.
There are numerous benefits of the Amazon PPC and they can be understood by deep knowledge of the field. Because of the non-smart use of the Amazon PPC, you have a wide bill and you have no choice, other than to pay it. There are three advertisement campaigns provided by Amazon PPC.
These products appear at the Amazon search console and also appear when customers search for the keywords. The seller bid on the keyword related to their products and product is shown in the search results and product detail pages.
Cooper’s search for the keywords and if the same matches with the product keyword then it appears. We can’t call them ads completely as it is a method of working by Amazon PPC.
These products are seen both on Amazon and other platforms. It works based on interest, sometimes we find that products that we have scrolled at any platform will, again and again, come in front of us. This is also a service of Amazon PPC and these products are sponsored by one.
This product can be seen both on and off Amazon, they can also appear in the feeds of customers with similar interests. It works based on fetched data from the users. They are good for getting bulk sales but also bulk investment is required in such services.
These are number-line sponsored products and are seen at the top of Amazon search results. They are also known as headline search ads, they provide multiple headlines and products. Sellers can also promote their brands with the help of sponsored brands.
Another prominent benefit is group sponsorship means promoting more than one product or promotion in the bundles or packages. Amazon PPC is highly effective for driving sales and promoting brands but the problem is investment.
Amazon PPC is giving standards to new brands and new services, but organic growth can not be compared. A seller can not depend completely on the advertisement services.
Need of Negative keywords
Negative keywords are those keywords that exclude a product from the search console of Amazon. It also excludes PPC campaigns and the seller did not pay for extra clicks of disinterested people who can not see ads.
When we add any negative keyword in the Amazon PPC campaign then it indicates Amazon not to display that product. It is not negative for the seller, it is a smart use of keywords. Irrelevant clicks are a major problem for sellers during an advertisement campaign at Amazon.
There are several benefits of the Negative keywords and they are listed below:
- Improved Click-Through Rate (CTR)
You can improve your sales performance with the help of negative keywords. With the help of negative keywords, CTR gets improved and it is directly proportional to the sales. It boosts sales, and also improves advertising performance on Amazon.
Another big benefit is going toward the organic lead and a permanent settlement on the Amazon ranking. With the help of Amazon PPC, we can not have an organic ranking but we can have this with negative keywords. When CTR is increased it indicates to Amazon that the product is valuable and will be added to the ranking.
- Cost Control
It is a dominant benefit of the Negative keywords, it gives fewer clicks but all are valuable, thus less charge according to the pay-per-click service. Positive keywords give high clicks to users who are not interested in the products.
It also results in the waste of investment on ads because it is seen by interested customers. Negative keywords filter out irrelevant traffic and help you control charges on the service.
- Enhanced Conversion Rate
By eliminating yourself from appearing in the Amazon PPC campaign with the help of negative keywords, unqualified traffic is not part of your e-store. Which results in a higher conversion rate and boosts sales. People who click on your ads are more likely to purchase from you.
Negative keywords are specific keywords actually, and they help you to meet up with interested customers for your customers. Amazon PPC is for customers who are not sure what to purchase from types of products. But most of the customers have a clear mindset of what to purchase and they can be attracted through negative keywords or specific keywords.
Ultimately negative keywords allow you to win in the race for organic ranking and boost your sales at low prices. More qualified traffic and potential sales with a low cost of advertising is a perfect package for Amazon PPC service that anyone can achieve. You need to analyze and identify negative keywords and in turn, they will work as a shopkeeper for you.
- Better ROI
ROI is the return on investment for the relevant services. It has increased itself with the help of keywords, customers who are genuinely interested in your products come to you. More qualified traffic and higher sales are attracted to your products.
How to Identify Negative Keywords?
You have to collect data from the Amazon search term report. You can complete your analysis in a few steps and these are given below.
- Analyze search term report.
- Use Negative keyword suggestions
- Leverage Keyword Research tool.
- Competition Analysis
- Customer Reviews and Feedback
- Broad Match Testing
So let’s start with:
Analyze Search Term Report
Amazon provides search terms reports that show actual customers and what type of words they use for search terms. You can analyze this with the help of a few clicks.
- Go to the Amazon advertising dashboard.
- Select the campaign you want to analyze.
- Click on keywords ten and search terms.
- Identify the most frequently clicked search terms with the help of the repost of clicks.
- Look for non-converting search terms, they can be potentially negative keywords.
Use of Amazon’s Negative Keywords
Amazon also suggests negative keywords, and you can access these keywords with the help of campaign settings.
- Go to the setting option of your Amazon advertising.
- Scroll up to the option “negative keywords” section.
- Click on “Add suggested keywords” and set it for future needs.
Amazon will give you a list of negative keywords that you can choose from.
Leverage keyword research tools
You can also use third-party keywords. There are some Amazon built-in tools. Examples of these tools are Google Planner, Ahrefs, etc. They help you discover negative keywords and also tell you where and how to use them. So that you can make your sponsored product unrelated to the customer’s query.
Analyzing competition in the marketplace is the first and last step to entering the marketplace. If any keyword is irrelevant to your product and your competitors are using that keyword then try to stuff that keyword in your product description.
Customer Reviews and Feedback
It is a chance to improve the product and should not be taken lightly. For this, if you are new to the marketplace take the help of the testing and reviewing agencies. Otherwise, try to make your insights more engaging, by responding to customer feedback and reviews.
Also, you can observe some terms in customer feedback that are not related to your specific product. This is also a place where you can find your negative keywords, and add them to your product description, or in settings.
Broad Matching and Testing
Sometimes you add broad match keywords in your campaigns which respond to several queries. In that case, you can identify irrelevant and non-converting terms and add them as negative keywords.
Organic lead generation is a dream of every potential seller at Amazon but it is not achieved by many of the sellers. With the help of Amazon PPC, you can have sales and use it to expose your brand at Amazon. But sometimes it charges more and pays less sales, which is a loss for us. We can use negative keywords to correct your mistakes while running Amazon Advertising Campaigns. Try to identify negative keywords for your product and add them in the description to avoid unqualified traffic.