With our Amazon Ads connection, you will be able to create dynamic sponsored product ads for Amazon easily. This article will assist you in setting up Keywords and Negative Keywords for your campaign templates to enhance the effectiveness of your Amazon Ads.
Keywords Targeting
Keywords are targets that are matched against the search term used by the end user in Amazon's search bar. Positive targets are used to display your ads when the target is matched against the search term. Negative targets achieve the opposite, not displaying your ads when the target is matched against the search term.
Keywords have three match types and need at least one type, but all three can be selected:
- Keywords: Broad, Phrase, and/or Exact
- Negative keywords: Phrase and/or Exact
Keywords may contain more than one word and depending on the match_type, Amazon will match them differently to the actual search term used in the marketplace.
Dynamic fields used for keywords can only contain one value, we do not support using a list of values when generating a keyword, so a split rule has to be added in advance if that’s the case.
Limitations
- Keyword templates
- Currently, keyword templates are limited to 20 templates per campaign generator in Channable.
- Keywords per Ad Group
- Limited to 1000 per Ad Group (Amazon limitation)
- Keywords per account
- Limited to 1 million per Amazon Ads Account (Amazon limitation)
More information about Amazon's limitations can be found here.
Restrictions
Amazon has several restrictions that apply to the text of Keywords. Some restrictions are specific to whether a keyword is positive or negative, or if a specific match type is used. More information on these restrictions can be found here.
Setting up Keyword Targets
To add Amazon Ads (negative) keywords, go to the Build step of your campaign. Next to your campaign tab, you will see additional tabs. If you have selected the Manual targeting type in the Campaign generator settings, and chosen Keyword as the targeting option, you will see both a Keywords and Negative Keywords tab.
If you've selected the Automatic targeting, only Negative Keywords will be visible. Choose the 'keywords' tab to add keywords to your campaign.
To add a keyword, click on 'New keyword'. A field will then appear in which you can select a field from your feed, from which keywords will be extracted.
To add a new dynamic field, click on the '+' icon. To delete a specific field, click the 'x' button next to it.
You also have the option to just type in static keywords yourself, if you do not wish the program to extract keywords from a field in your data feed.
You also have the option to copy keywords from the same or other generators to this generator. To use this functionality, click on the 'Copy keywords' button.
Under 'Type' on the right-hand side, you can choose how closely your keywords will be matched with search terms.
You can choose:
-
Broad
This type allows Amazon to use values that are similar to the keyword, but not exactly the same. -
Phrase
This type allows Amazon to use this keyword when it's part of a larger phrase or multiple words. -
Exact
With this type enabled, Amazon can only use the exact value set up in here as a keyword.
Negative Keywords
Negative keywords are set up the same way as regular keywords, except if those words are searched, your ads will NOT appear.
To set up negative keywords, click on the 'negative keywords' tab in the Build. This tab is visible for manual and automatic targeting settings.