Ladies and gentlemen, we are excited to announce that Amazon PPC has reached the Promised Land. Over the past two weeks, Amazon has rolled out a feature that will change the way every seller thinks about Amazon PPC.
What is this feature? Sellers now have the ability to add negative product targets to their automatic campaigns.
How Automatic Campaigns Used to Work
The foundations of automatic campaigns for Amazon PPC are essentially unchanged by the recent addition of negative product and ASIN targeting. You’re still going to build automatic campaigns and ad groups the same way.
Before this feature was rolled out, we seemed to constantly be getting questions from sellers asking if it was possible to have a negative ASIN target for Amazon PPC. Until now, we’ve had to tell them there was not.
We even conducted a test to see if negative ASIN targeting could work (before this new feature, of course), and found some interesting things.
Testing Negative Targets and Auto Campaigns
To test the ability of sellers to have negative ASIN targets we took an auto campaign and found some unprofitable ASIN targets. Instead of adding the ASINs as negative keywords, we took the keywords from the titles of these ASINs and added them as negative phrase-match keywords.
Did Negative ASINs in Auto Campaigns Work?
After adding a keyword from the title of a product as a negative, we learned that the impressions from that ASIN were not blocked! Even though we negative-phrased the keyword, it still didn’t work.
Blocking Brand Names
Did a negative-phrase work with blocking brands? If you were trying to negate any impressions from your competitors products, brand blocking was huge. Let’s say Nike wants to block all of the impressions from Adidas ASINs. That would be a game-changer. But was it possible? It was not.
We tested this theory for fourteen days, and we still got impressions for the brand name.
A Lack of Consensus
We also talked to numerous Amazon consultants and other PPC experts and their opinions were varied. No one really knew how the old system could potentially work for negative targets, which is very odd. For the vast majority of clicks, we know exactly where they came from and how to build an optimization strategy around them.
Clearly there were gaps in what Seller Central allowed us to do (prior to this update and added feature). The good news for everyone is that Amazon has fixed the problem.
What Negative Targets Mean For Your Amazon PPC Campaigns
With the addition of negative product targeting for auto campaigns, the entire game has changed. Sellers can now block irrelevant products and get the most out of their ad spend when using auto campaigns to conduct keyword research or to simply make sales.
Adding negative targets is the easiest way to see improve your conversion rate, click-through rate, and ACOS. It’s honestly a no brainer.
How do you add negative targets to your auto campaigns?
Once you’ve set up your auto campaign, you’ll now notice a tab labeled “Negative product targeting” near the bottom of the page. Simply enter in the ASINs you want to block, and you’re ready to launch your campaign.
Using Negative Products in Amazon at Scale
Obviously for every seller there’s a different strategy and circumstance, so one size doesn’t fit everyone even when it comes to a certain feature, like negative targets for auto campaigns.
After exploring these targeting options over the last few weeks, we’ve found that blocking every single ASIN that you simply deem as “irrelevant” isn’t a worthwhile strategy.
First, without seeing a decent amount of data for a certain ASIN, it’s impossible to know if it should be blocked or not. Second, you’ll want to have a benchmark for adding an ASIN as a negative. This ensures the same standard is applied to every ASIN target. We recommend blocking any products that have 20-30 clicks and zero sales.
The addition of negative targeting to auto campaigns is great news for every seller. Now you can rest easier knowing that Amazon isn’t just burning your ad spend in an auto campaign.
If you’re going to utilize this feature, which you obviously should, make sure to set-up a system that works for you instead of you constantly working on it. Set a point of no return, and if an ASIN reaches that certain number of clicks without a conversion, make it a negative.
With the ability to add these negative targets, sellers have more control over their auto campaigns than ever before. Make sure to use that control to your advantage when it comes to staying ahead of your competition.
Discover Us on our PPC Den Podcast
If you enjoy supplementing your long reads with audio, we cover this topic on our podcast as well.
Listen to it in the episode below or find us on your favorite streaming platform, like Apple, Google, Spotify, and more!
- 1:10 Intro
- 3:00 Our prayers have been answered
- 5:15 Negative product targeting for automatic campaigns
- 11:30 How to use this feature with search term reports
- 16:00 Using Amazon Detail Page to find ASINs
- 18:45 Closing thoughts
- Much Ado About Budgets
- How to Get Over 100% Conversion Rates on Sponsored Display Ads
- New Launch Strategy for New Products: Skip the Auto?
- Amazon PPC Data Trends to Shape Your 2020 Strategy
- How Does Amazon PPC Work With Misspellings?
- Following Amazon’s Suggestions? The Mysterious “Suggested Bid”
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 2)
- Negative ASIN in Amazon PPC Auto Campaigns: Is it Possible (Part 1)
- When You Should DIY Your PPC (and When You Shouldn’t)
- An Introduction to Targeting Options on the Amazon DSP
- Optimizing on a Hunch
- 5 Things You Don’t Know About Product Targeting
- Amazon PPC Stats During COVID-19| April 2020
- Sponsored Brand Ads Update: Now You Can Edit Creatives
- Amazon PPC Stats During COVID-19
- Seller Central Campaign Manager is Moving to Amazon Ad Console in 2020
- Taking Your Amazon Products & Campaigns Global: A Primer
- Best Practices for Selling on Amazon During COVID-19
- Principles and Mindset for Amazon Marketers During Coronavirus
- Coronavirus (Covid-19) and Your Amazon PPC Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 2): Multi-Keyword Campaigns
- Incorporate “Adjust Bids by Placement” into Your Keyword Bids (Part 1): Single Keyword Campaigns
- Grow Your Amazon Campaigns with Demographics Data
- What Consumer Behavior Says About You: Amazon Brand Analytics
- How to Raise Lifetime Value with Market Basket Report
- Search Frequency Rank: How to Identify Most Important Keywords
- Long Tail Search Terms: Amazon PPC Silent Killer
- 7 Tips to Get More Clicks on Amazon Ads
- LIVE Amazon PPC Campaign Audit
- Amazon PPC Keyword Research in 2020: RPSB Revisited
- Our Top Predictions for Amazon PPC in 2020
- 7 Bad PPC Habits to Kick in 2020 (And 3 Good Ones to Start)
- The PPC Tasks We Put on Our Project Management Tools
- A Data- Oriented Approach to Advertising in December
- The Wait is Over… Search Term Reports for Sponsored Brand Ads are Here
- What to Do When It’s Time to Sell Your Amazon Business with Coran Woodmass
- Ramping Up for Cyber Monday and Black Friday with Data-Driven PPC Strategies
- Amazon PPC Campaign Structure: 6 Layers of Complexity
- Amazon PPC Today vs. Yesterday: What’s Changed, What Hasn’t
- Make Your Best Keywords Better with Single Keyword Campaigns
- 6 Levels of Amazon PPC Mastery
- How to Advertise Commodity and Unique Products with Lukas Matthews
- Amazon SEO – Bridging the Gap with PPC
- Amazon’s New Sponsored Display Ads (Beta)
- Listener Q&A: Optimizing Placement Settings
- The Problem With Optimizing Low-Converting Products (And How to Solve It)
- 4 Reasons Why Lowering Your Bids Won’t Always Lower your ACOS
- What to Expect From 30 Days of Running Amazon Ads
- Should You Segment Your Branded Keywords in Amazon Ads?
- Promoting your Products with Amazon Coupons
- Three Effective Ways to Optimize Amazon PPC Bids
- 4 Things Amazon Does Better than Google and Facebook
- Amazon DSP with Kiri Masters
- Increase Conversion Rates for Sponsored Brand Ads
- Clickfraud, Who to Hire, and More Common Amazon PPC Questions
- A Data-Driven Approach to Prime Day PPC
- Improving Your Account With Amazon Reports
- The Complete Guide to Self-Auditing Your Campaigns
- A Round-Table Discussion About Placement Settings
- My 5 Predictions for the Future of Amazon PPC
- The Importance of Indexation for Amazon PPC
- Click Through Rate (CTR) Rundown
- An Introduction To Bulk File Operations
- The Latest Sponsored Brand Ad Updates
- Defining Your PPC Goals & Setting ACOS Targets
- Making Sense of New to Brand Metrics
- Should You Bid on Competitors’ Branded Keywords
- Our Gripes About Amazon Sponsored Brand Ads
- Amazon Advertising Launch Strategy for New Products
- The Ultimate Amazon PPC Roadmap
- How to Scale Using PPC – A Case Study
- The Star-Crossed Lovers (Organic & Paid Traffic)
- Cranking Up Conversion Rates
- All Things Negative Keywords
- The Dreaded Amazon Data Reporting Delay
- What We Love About Amazon PPC
- First Look on New Bid Options in Amazon
- Dissenting Thoughts on PPC Budgets
- The Strangest, Most Popular PPC Strategy: The Keyword Dump
- Product Targeting – Into the Great Unknown
- Campaign Naming Systems
- Hitchhiker’s Guide to Sponsored Products (Part 2)
- Hitchhiker’s Guide to Sponsored Products (Part 1)
- Amazon PPC Advertising Stats
- The Advanced Basics of Amazon PPC
- Amazon’s New Product Targeting Features
- The Bid+ Conundrum
- Why We’re Living In The Golden Age of Amazon PPC
Watch Mike & Stephen on YouTube
If you enjoy supplementing your long reads with video, well, hot diggity dog, you’re in luck! We cover this topic on our YouTube channel too.
Watch it below and please don’t forget to ‘like’ and subscribe.