How to find negative keywords on Amazon

To optimize your Amazon ads, identifying and removing low-performing search terms is key. Negative keywords help prevent your ads from showing up for irrelevant or unproductive searches. 

Here are three metrics you can use to find low-performing terms that should be turned into negative keywords:

1. Low CTR non-converters

Search terms that generate over 2,500 impressions but have a click-through rate (CTR) of less than 0.18% and no conversions are hurting your campaign. These keywords reduce your product’s visibility and ranking. If a keyword fits this description, it’s time to turn it into a negative keyword.

Metric to watch: Impressions > 2,500 with CTR < 0.18% and no conversions.

2. High spend non-converters

If a search term leads to more than $35 in ad spend without resulting in conversions, it’s a clear sign of wasted budget. Depending on your product’s profit margins and advertising budget, you may want to adjust this threshold, but any term costing this much with no return should be eliminated.

Metric to watch: Ad spend > $35 with no conversions.

3. High click non-converters

On Amazon, the average conversion rate is around 9.8%. If a search term has received more than 34 clicks and hasn’t resulted in a sale, it’s time to cut it from your campaign. These clicks are likely wasting your ad spend and bringing no value to your campaign.

Metric to watch: Clicks > 34 with no conversions.