Negative Keywords – A Summarised Review

If you want to make successful business then you should be aware of surrounding opportunities to gain and threats to the business. We are all well perceptive of the success mantra “keep your enemy closer” The same concept can be applied in Amazon sponsored product ad campaigns. Not only is it necessary to ascertain the keywords which are worthwhile for the product to be sell is salient but also to recognise the keywords which are responsible for draining our campaign is noteworthy.


The keywords which are perilous for the campaign are called ‘Negative keywords’. Negative keywords bring irrelevant traffic to the product which drains the campaign budget. Keep in mind that bringing traffic to the product is important but restricting the immaterial clicks is also crucial.

One can make the campaign more efficient with the help of negative keywords. Adding negative keywords diminishes the irrelevant clicks. Reduction in unrelated clicks reduces the amount to be spent meaning reduction in advertisement cost without disturbing the sale. We actually begin to see the impact of Negative Keywords is through a lower cost of sale and a higher ROI.

To make campaign more efficient one can use the Negative Keywords in following three categories.

  1. Broad Match:- This match type offers ads broad traffic exposure. A customer search term will match if it contains all the keyword terms or their synonyms. The customer search term can contain keywords or synonyms in any order.
  2. Phrase Match:- The customer search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
  3. Exact Match:- The customer’s search term must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.

Mostly Negative Keywords are used in Exact Match categories. Negative keyword can add one by one through campaign manager also by using bulk operation. It works as salient tool to optimize the campaigns.

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(Compiled by Nikhil Patil)

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