{"id":9397,"date":"2024-07-09T07:57:23","date_gmt":"2024-07-09T07:57:23","guid":{"rendered":"https:\/\/www.amzonestep.com\/blog\/?p=9397"},"modified":"2025-09-23T16:32:44","modified_gmt":"2025-09-23T16:32:44","slug":"how-to-master-negative-keywords-in-amazon-ppc","status":"publish","type":"post","link":"https:\/\/www.amzonestep.com\/blog\/how-to-master-negative-keywords-in-amazon-ppc\/","title":{"rendered":"How To Master Negative Keywords in Amazon PPC?"},"content":{"rendered":"

PPC can cost a lot of money. Negative terms are an important way to cut costs without affecting results. They let you stop ads from showing up for search terms that you think aren\u2019t relevant or aren\u2019t very important. The trick is to add the right search terms to your list of negative keywords.<\/span><\/p>\n

If you\u2019re working with an <\/span>Amazon PPC agency<\/b><\/a> or managing your own <\/span>Amazon PPC services<\/b>, knowing how to leverage negative keywords effectively can be a game-changer.<\/span><\/p>\n

This article will show you how to find good negative keywords for your listings and how to use them to cut down on lost ad spend and raise your return on ad spend (ROAS) or set your ACOS. We\u2019ll finally talk about how to use exact match PPC bids on Amazon FBA, which goes beyond negative terms. Let\u2019s start.<\/span><\/p>\n

Read More: What Factors Influence Winning the Search?<\/a><\/em><\/p>\n

The Basics Of Negative Keywords<\/strong><\/h2>\n

\"The<\/p>\n

Your ad won\u2019t show up on an Amazon SERP (Search Engine Results Page) if a customer\u2019s search query includes negative keywords. Tell Amazon when you don\u2019t want your ad to show by using a negative term.<\/span><\/p>\n

For example, say you sell plastic spoons on Amazon and bid on the term \u201cspoons.\u201d If you don\u2019t use negative keywords, your ad for plastic spoons might show up when someone searches for \u201cwooden spoons,\u201d since \u201cspoons\u201d is still in that statement.<\/span><\/p>\n

The shopper might even click on your ad, then instantly leave because it wasn\u2019t what they were looking for. There would be no sales, but <\/span>Amazon PPC services<\/b> would still charge you for that click.<\/span><\/p>\n

Broad Match Vs Phrase Match Vs Exact Match<\/strong><\/h2>\n

\"Broad<\/p>\n

Amazon’s keywords fall into three different groups. There is one that can only be used for positive keywords and two that can work for bad keywords. Within these groups are:\u00a0<\/span><\/p>\n

Exact Match<\/span><\/h3>\n

It has to do with search queries that match the seed keyword perfectly, as well as the plural form of it. A negative keyword like “kitchen knife” would stop your ad from showing up when people look for “kitchen knife” or “kitchen knife.”\u00a0<\/span><\/p>\n

It wouldn’t change search terms like “Japanese kitchen knife,” “kitchen knife set,” or “kitchen knives,” though.<\/span><\/p>\n

Phrase Match<\/span><\/h3>\n

More general than exact match, it refers to search queries that are close to the seed term. This version doesn’t change the word order and only includes small changes. However, “knives for kitchen” and “chef knife,” which are similar words, would not be detected by phrase match. Only “Japanese kitchen knife” and “kitchen knife set” would be.\u00a0\u00a0<\/span><\/p>\n

Broad Match<\/span><\/h3>\n

This type of match includes search queries that are related to the seed term, such as synonyms and a lot of other choices. Broad match settings can only be used for good keywords and not negative ones.\u00a0<\/span><\/p>\n

For example, a good broad match term for “kitchen knife” would include “chef knife,” “bread knife,” and other words that mean the same thing, as well as “toy kitchen knife,” “knife block,” and “knife sharpener.”<\/span><\/p>\n

Note: “Negative” and “positive” terms work the same way for phrase match and exact match. Your ad will show up if the exact match keyword bid is positive, but it won’t show up if the exact match keyword bid is negative.\u00a0<\/span><\/p>\n

As we will see, one of the best ways to use negative keywords is to use exact match negative keywords to limit your positive “broad match” and “phrase match” <\/span>PPC ads.<\/span><\/a><\/p>\n

How To Use This Information<\/span><\/h3>\n

\"How<\/p>\n

You can choose negative keywords more flexibly with the different match types for negative keywords. “Exact match” is likely the best option for both experienced and new people.\u00a0<\/span><\/p>\n

When you use an exact match, you can add negative keywords without worrying about what might happen. For instance, if you use the phrase match and add “kitchen knife sharpener” as a negative keyword for your kitchen knife ASIN, that item might not show up when people search for “kitchen knife” or “sharp kitchen knife.”\u00a0<\/span><\/p>\n

Phrase match terms can help you leave out whole groups. Say you want to leave out all kitchen toy sets, you could add the word “toy” to your ad for kitchen knives. But phrase match should be used with care, and you should carefully look over your ad again after using these filters.<\/span><\/p>\n

Read More: Ad Bidding Strategies Every Amazon Seller Should Know?<\/a><\/em><\/p>\n

Campaign Level Vs Ad Group Level Negative Keywords<\/strong><\/span><\/h2>\n

There are two ways to use negative keywords: on whole campaigns or just on certain ad groups. This gives you a better handle on your bad keywords and lets you separate how they are used.<\/span><\/p>\n

Professional <\/span>Amazon PPC agencies<\/b> often structure accounts to take full advantage of this flexibility, allowing granular control at each ad group level.<\/span><\/p>\n

How To Use This Information<\/span><\/h3>\n

How flexible you are with negative keywords will depend on how highly detailed you build your ad groups.\u00a0<\/span><\/p>\n

The more ad groups you create for your campaigns on <\/span>Amazon FBA<\/b>, the more specific your negative phrase choices can be. By making single-product ad groups, you’ll have the most power over both positive and negative keywords.<\/span><\/p>\n

Find The Right Negative Keywords<\/strong><\/h2>\n

Try cool trick to getting the most out of this PPC choice is to find the right negative keywords. How to do this is mostly split into two ways.\u00a0<\/span><\/p>\n

You can start by thinking about obvious crossovers that don’t matter. Use “running shoes” instead of “shoe” if you want to bid on a nice pair of leather brogues. Even though it’s not very scientific, this should be your first effort.\u00a0<\/span><\/p>\n

Using wide-match positive keyword campaigns for testing is the most organized way to do this. Then, look at the search terms you show up in. You’ll get real information about terms that aren’t relevant, and you can also use performance analysis to get rid of keywords that aren’t working or are too expensive.\u00a0<\/span><\/p>\n

Amazon PPC services<\/b> often use Brand Analytics reports and keyword tools to uncover these insights and optimize campaigns continuously.<\/span><\/p>\n

Refining Your Broad Match Campaigns<\/strong><\/h3>\n

\"Amazon<\/p>\n

It\u2019s not only a great way to find good negative keywords, but it\u2019s also the main reason why negative keywords are used: to improve your wide match campaigns.<\/span><\/p>\n

Expert <\/span>Amazon PPC agencies<\/b> refine broad match campaigns by continuously adding negative exact match terms and reallocating spend to more precise targeting.<\/span><\/p>\n

Proceed to look at the data. Here are three things to keep an eye out for that will help you choose the right bad keywords:<\/span><\/p>\n