Let’s talk about something that’s often overlooked, underrated, and yet utterly game-changing for your Amazon ads…
💥 Negative keywords.
Now I know what you’re thinking: “Really, Andy? We’re talking about stuff I don’t want to target?”
Yep. And here’s why…
💣 The Mind-Blowing Power of Saying “No”
If you don’t use negative keywords, you’re basically handing Amazon your wallet and saying:
“Here, take my money and show my ad to whoever you want—even folks who wouldn’t buy my product in a million years.” 😬
And trust me, Amazon will take that money with a big ol’ smile.
Your ad gets served to shoppers looking for stuff that:
- You don’t sell
- You can’t help with
- Or you don’t want to help with
And the result? Poof! 💸 Your ad budget disappears into thin air.
That’s where negative keywords step in like a no-nonsense bouncer at the club.
🎯 Here’s What You Gain with Negative Keywords:
- ✅ Less wasted spend
- ✅ Better CTR (click-through rate)
- ✅ Higher conversion rate
- ✅ Lower ACoS (ad cost of sales)
- ✅ Bigger profits—without spending more
Let’s break down the silent profits playbook.
🔍 Tactic #1 – Mine Your Search Term Reports Like Sherlock Holmes 🕵️
Look, if you’re not checking your search term reports every week… you’re not optimizing. You’re gambling.
What you’re looking for:
- Terms with high spend + zero sales
- Search phrases with super low CTR
- One-hit wonders with insane ACoS
- Competitor brand names
📌 Example: You sell “organic dog shampoo.” If you’re paying for clicks on “dog shampoo for fleas” and you don’t treat fleas… nuke it. Add it as a negative phrase.
🚫 Tactic #2 – Block Rogue ASINs with Negative Product Targeting
Auto campaigns = Amazon’s playground.
They’ll show your ad on competitor product pages like candy at Halloween. But when those ASINs don’t convert? You’re bleeding cash.
🧯 Solution: Use your placement reports to identify ASINs with poor performance and add them as negative product targets.
This tactic alone can quietly save thousands per month. 💸
❌ Tactic #3 – Say “NO” to Cheap Shoppers with Phrase Negatives
If you sell premium bakeware, and your ads are showing for “cheap bakeware sets,” that’s a mismatch made in money-wasting heaven.
Add the word “cheap” as a negative phrase.
Other value-clashing terms to block:
- “free”
- “manual” (if you’re selling electric)
- “used”
- “DIY”
- “replacement”
You’re not just avoiding bad traffic—you’re welcoming better buyers. 🧑🍳
📊 Tactic #4 – Split Branded & Non-Branded Campaigns
Most sellers mess this one up.
Your branded terms—people searching specifically for you—convert like crazy. But if those terms sneak into your non-branded campaigns?
👉 Your data is tainted.
Fix it:
- Run separate branded campaigns
- Add your brand as a negative keyword in non-branded ones
Clean data = smarter scaling. 🚀
✂️ Tactic #5 – Prune Your Auto Campaigns Like a Bonsai Tree
Auto campaigns are great for discovery. But once you find keywords that convert?
🌱 Move them to a manual campaign
✂️ Add them as negative exact in your auto campaign
This stops keyword cannibalization and keeps your budget focused.
Clients have saved thousands just from this single move. 💪
🧠 Big Takeaway: Less = More (Profit)
Advanced negative keyword use is NOT about doing more—it’s about doing less, smarter.
Here’s your recap checklist:
- ✔️ Audit search term reports weekly
- ✔️ Block underperforming ASINs
- ✔️ Add phrase negatives for low-value terms
- ✔️ Separate branded from non-branded
- ✔️ Prune and promote from auto campaigns
You won’t get a trophy for it. But you will get fatter margins.
Remember…
📌 “Profit isn’t about doing more—it’s about removing what doesn’t work.”
Now that’s what I call a silent profits play. 🎯
🗣️ Have questions or thoughts?
👉 Leave a comment below.
⭐ Save this post for your ad team.
📤 Share it with a fellow seller.
🙋♂️ 7 Amazon Ad FAQs (With Keywords)
- How can I reduce ACoS on Amazon ads?
→ Use negative keywords and split branded vs non-branded traffic. - What are the best Amazon PPC keywords?
→ Check your search term reports weekly and focus on high-converting phrases. - Should I use phrase or exact match for negative keywords?
→ Use phrase to block broad terms, exact for specific ones. - How do I stop ads showing on competitor products?
→ Use negative ASIN targeting via placement reports. - What should I look for in my search term reports?
→ Zero-sale high-spend terms, low CTR, irrelevant keywords. - How often should I review negative keywords?
→ Weekly. Add it to your campaign routine. - Do negative keywords affect my organic ranking?
→ Nope! They only impact what your ads show for—not your listings.
Need Help with Amazon Ads? If you’re looking to maximize your Amazon ad returns, sometimes you need an expert who’s been there, done that. I’m Andy Splichal, author of Make Each Click Count and host of the Make Each Click Count podcast. Amazon’s PPC landscape can be overwhelming, but with the right guidance, you can make every dollar count, I’m here to help. Let’s make those clicks count!
ABOUT THE AUTHOR
Andy Splichal is the founder and managing partner of True Online Presence, author of the Make Each Click Count book series, host of the Make Each Click Count podcast, founder of Make Each Click Count University and certified online marketing strategist with twenty plus years of experience helping companies increase their online presence and profitable revenues.
He was named to Best of Los Angeles Awards’ Most Fascinating 100 List in both 2020 and 2021. To find more information on Andy Splichal, visit trueonlinepresence.com or read The Full Story on his website or his blog, blog.trueonlinepresence.com.
