Adding under-performing keywords as negatives to campaigns is essential to optimizing campaigns. 

Add the right keywords, and you can cut out a lot of wasted spend. Search terms producing no revenue and taking up sizable spend are ideal candidates. Supported match types for negative keywords are described below.

Keyword conflict

Add the wrong keywords, and you could be cutting out a lot of relevant searches and hurt performance. For instance, let us assume you were selling cordless phones. Adding “cord” as a negative phrase keyword would block all keywords that have “cord” in them (example: cordless phone, phones without cord). This is also called keyword conflict. Amid the sheer volume of things you are doing to optimize campaigns, keyword conflicts can creep in occasionally.


Review your negative keywords list periodically and eliminate keyword conflicts. Pay special attention to Negative Phrase keywords.

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About Intentwise:

Intentwise is a Chicago-based advertising technology company that helps brands, sellers and agencies amplify their Amazon advertising effectiveness. Intentwise’s industry-leading SAAS platform harnesses the power of machine learning and AI to provide impactful recommendations, diagnostics, and automation.

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