If our PPC campaign is not properly optimized, you will end up with high ACoS, low conversions and empty bank account. Selection of relevant keywords is very crucial while optimizing PPC campaign.
What are negative keywords?
Those phrases that prevent our Ad from appearing on Amazon’s search engine result page (SERP) if those terms are part of our buyers query. Simply, we don’t want our Ad to appear against irrelevant search queries.
Why do we add Negative Keywords?
When our Ads show up in irrelevant searches, we end up with high ACoS and low conversion rate which is bad for business.
For Example you are selling “Lumber one shoe” and you bid on phrase match type on keyword “Lumber one shoe” without adding any negative keywords. If a customer enters a query “Lumber one sports shoe” you will show up on SERP because customer’s query is containing your keyword. Your Ad will be appearing in irrelevant searches. People will click on and will not buy the product and you will end up with low conversion rate and bleeding.
How to find Keywords for negative targeting?
There are different methods to carry out this operation. Let’s say you run Auto PPC for one week and then download Search Term Report. Your job is to make a list of those keywords that performed poorly i.e high ACoS and low conversions after 7-days.
Now go to “Negative Targeting” tab in your campaign and add the plethora of sneaky keywords there so that they never harm you again.
Keep refining your keywords and make sure at the end of the day your product appear only against relevant searches with low ACoS and high conversion rate.
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