Add Identified Phrases as Negative Keywords
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Quick answer
Adding identified phrases as negative keywords in your Amazon PPC campaigns is a strategic method for preventing your ads from appearing on irrelevant or low-converting searches. By blocking these phrases, sellers can reduce wasted ad spend, improve return on ad spend (ROAS), and ensure that their ads reach more likely buyers instead of just window shoppers.
If you’ve noticed certain search phrases consistently underperforming in your Amazon advertising reports, designating them as negative keywords can help you tighten your campaign and reach more serious shoppers. This process will also help conserve your ad budget and support better campaign results.
Why Use Negative Keywords in Amazon PPC?
Negative keywords act as a filter, preventing ads from appearing in searches unrelated to your products or campaigns. By identifying which phrases attract window shoppers or generate low conversions, you can proactively exclude these terms. This means your campaigns focus on attracting customers who are more likely to purchase, instead of those who just browse or are interested in unrelated offerings.
How to Identify and Add Phrases Effectively
Begin by analyzing your Search Terms report. Look for queries that spend budget without delivering sales or have a poor conversion rate. Once identified, add these phrases as negative keywords within your campaign manager. If you use a dedicated tool like the Amazon Negative Keyword Tool by Todoza, you can streamline this process, as it highlights risk phrases based on campaign-specific signals rather than relying on fixed thresholds.
When This Matters Most
Setting negative keywords matters especially when your campaign performance is slipping due to high spend and low returns. It’s also vital for sellers managing multiple ads or accounts, where tracking ineffective terms manually becomes impractical. Regular reviews ensure you stay focused on the most promising traffic.
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Related guides
By adding ineffective phrases as negative keywords, you can sharpen your Amazon PPC targeting and avoid spending on uninterested traffic. For a deeper understanding of how to filter out window shoppers from your campaigns, explore our main guide on How to Exclude Window Shoppers from Your Amazon PPC Campaign.