How Many Clicks Before You Kill a Keyword? (The CPS Rule Amazon Sellers Ignore)

The podcast addresses the question of how many clicks a search term should receive before being negated in Amazon advertising. It introduces the concept of "clicks per sale" (CPS) as a metric to determine if there is enough data to make informed decisions about keyword performance. The host emphasizes the importance of distinguishing between different categories of search terms—branded, generic, and competitor—since each typically has a different CPS range. The discussion suggests calculating a clicks-per-sale benchmark for each category and then measuring search terms against that benchmark, recommending that underperforming search terms be negated once they hit 150% of the normal CPS for their category. The goal is to optimize ad spend by focusing on converting traffic and trimming non-converting spend.