Negative Keyword Strategy
Last updated: February 17, 2026
What is a negative keyword strategy?
A negative keyword strategy is a systematic approach to managing and optimizing negative keywords in Amazon PPC campaigns. The goal is to exclude irrelevant search queries that generate clicks but no conversions. By using negative keywords deliberately, you spend your advertising budget more efficiently and lower your ACoS.
Unlike a one-time setup, a negative keyword strategy is a continuous process. The strategy is built on regularly analyzing the search term report and systematically identifying search terms that drive traffic without a corresponding return.
Table of contents
Why negative keywords are indispensable
Without a well-thought-out negative keyword strategy, campaigns waste budget on irrelevant clicks. This is especially true for broad match campaigns, where ads can appear for a wide range of search queries that are only loosely related to the advertised product.
Benefits of a negative keyword strategy
- ✓Lower costs: Less spend on non-converting clicks
- ✓Better ACoS: Higher efficiency through focused traffic
- ✓Higher CTR: More relevant ad placements improve the click-through rate
- ✓Better conversion rate: More qualified traffic converts better
Negative match types at a glance
Amazon offers several negative match types that vary in how restrictive they are. Choosing the right negative keyword match type is decisive for an effective strategy.
For more detail on the differences between negative exact, negative phrase, and negative broad, see the glossary entry Negative Exact vs Phrase vs Broad.
Building an effective negative keyword strategy
1. Proactive exclusions
Even before launching a campaign, you should exclude obviously irrelevant terms. These include competitor brands (if not intended), completely unrelated product categories, and terms that signal a different purchase intent.
2. Reactive optimization
Regularly analyzing the search term report is the heart of the strategy. Search terms with high spend but no conversions should be added as negative keywords.
3. Negative keyword lists
Amazon lets you create negative keyword lists that can be applied across multiple campaigns. This makes central management easier and ensures consistent exclusions across all of your campaigns.
Frequently asked questions (FAQ)
How often should I review my negative keywords?
A weekly review of the search term report is recommended. For new campaigns or high spend, a daily analysis can also make sense so you can react quickly to irrelevant search terms.
Can I have too many negative keywords?
In theory, yes. An overly aggressive negative keyword strategy can restrict reach too much and block relevant traffic. It is important to strike a balance between efficiency and reach.
Should I add negative keywords at the campaign or ad group level?
That depends on the purpose. Campaign-wide exclusions are suited to generally irrelevant terms. Exclusions at the ad group level are useful for steering traffic between ad groups and avoiding keyword cannibalization.
Related terms
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