Non-performing keywords for new Amazon campaigns and reasons to use them

Why should you use non-performing keywords for new campaigns on Amazon?

In this blog post, we will cover why you should use non-performing keywords for your new Amazon campaigns. If you’re an Amazon seller with a broad portfolio of products, your advertising campaigns are full of different relevant and less relevant keywords. 

In addition, some keywords are just standing there with no traffic. But, don’t discard the last keywords right away. There are various reasons these keywords aren’t performing in one campaign. A pile of keywords sharing a small budget could obstruct them; some negative keywords might block them, and so on. Give non-performing keywords a second chance in your new campaigns. Read along to find out why. 

Read more about keyword harvesting on this link. 

Creating New Non-Performing Campaigns

When you have a manual campaign and some of your keywords don’t have any impressions, clicks, and spend usually you are thinking to pause them. Sometimes you can have a lot of keywords in campaigns and not each gets a chance to actually work. So, you can give those keywords a second chance in a totally new campaign and not archive them. You can just pause them in existing campaign, separate, and create new non-performing Amazon campaigns. This time you can do a detailed optimization of these keywords and monitor them to adjust bids depending on their performance. Don’t forget to separate them into Ad groups with different match types, including the Negative Exact Match type in order to have a better view and optimization of those keywords.

We suggest you start with lower bids and budgets and monitor these campaigns. You should put a maximum of 20 keywords per Ad group because if there are many keywords in one campaign, you can encounter the same situation where not all the keywords are working. You can separate them in different campaigns and optimize in detail to analyze each keyword with more attention. 

Optimizing Non-Performing Campaigns

You should have in mind that significant results don't come quickly, so you have to be patient with these campaigns and optimize them regularly. As usual, you can start with a default bid and optimize when and where is needed while following the performances. After two or three weeks, if there is still no traffic, it is time to give up on those keywords. Of course, keep in mind that for some keywords you don’t want to give up that easily. Sometimes you will have brand related keywords and as you want to increase brand awareness or to protect your brand related keywords, you need to keep those keywords active. It is the same case for high-relevant keywords related to products.

Follow the link to find out when you should give up on keywords on Amazon. 

Conclusion

It's a common practice to simply pause non-performing keywords or just ignore them. We encourage you to test them and try new types of campaigns and strategies. It's amazing what keywords with no traffic can do once you put them in the right place. We've seen keywords without a single impression in the previous 60 days becoming top sellers thanks to non-performing campaigns, so it's certainly worth a try.

The world of Amazon PPC gives you a chance to test campaigns and find the best solution for your business. Keep in mind that every product has its buyer and its best performing campaigns. When you create these campaigns, you will find your buyers.

This process can be really time-consuming and cause unnecessary money spending if you don’t possess enough knowledge and experience. That’s why we have a team of Amazon PPC experts ready to skyrocket your sales with the right advertising strategies. 

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