Amazon sellers often waste a significant portion of their ad budget due to unoptimized keyword targeting. The speaker emphasizes the importance of negative keywords in Amazon PPC campaigns, which act as filters to prevent ads from showing for irrelevant searches, protecting budgets and improving conversion rates. Using negative keywords can recover substantial wasted ad spend, as demonstrated by a case where $381,000 was saved for a single client. The speaker details the two types of negative keywords—exact and phrase—and how to use them effectively, along with negative ASINs. They also advise building both reactive (search term report-based) and proactive (master list) negative keyword strategies, while cautioning against over-negating, which can stifle campaign discovery.
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