Negative Keywords

Advertising

Search terms excluded from a Sponsored Products campaign so ads do not show for those queries. Used to cut wasted ad spend on irrelevant or non-converting search terms.

Negative keywords are specific search terms excluded from a Sponsored Products campaign to prevent ads from appearing for irrelevant queries. This strategy matters for optimizing advertising spend, as it can reduce wasted ad spend by up to 30% on non-converting search terms. Sellers can manage negative keywords through the Advertising Console, allowing for real-time adjustments based on performance data. In the EU, particularly in marketplaces like DE, FR, and IT, sellers should regularly review their Search Term Reports to identify which search terms are underperforming and add them as negative keywords. The trade-off is that while excluding certain terms can improve ad efficiency, it may also limit visibility for potential customers who use similar but relevant search phrases. Implementing negative keywords requires ongoing monitoring, as trends can shift; thus, sellers should reassess their keyword strategy at least once a month to ensure optimal performance. Additionally, using competitor tools like Helium 10 can provide insights into effective negative keyword strategies, helping sellers refine their campaigns further.

Associé: Sponsored Products, Search Term Report