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Should I Negative Match Search Terms in Amazon Broad Campaigns that have High ACOS?



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The Full Question:


Should I negative search terms under broad campaigns that have high ACOS?


When you have 1 or 2 search terms that have high ACOS under a broad match keyword, should you negative match these search terms? Would that impact the performance of other good-performing search terms under the same broad match keyword? These high ACOS search terms are still providing a good amount of orders but are just not profitable.



The Answer:


No, I wouldn't negative match [block] them especially if they are relative.  What you do to them depends entirely on their level of contribution.  Have you watched the Bid Management video yet?  It is in Chapter 9 - that might help.

 

My advice would be: 

 

1. If their overall contribution is low then reduce the bid by 20-30% but you will need to make them keywords first.  If they are keywords already then the bid reduction of this size will stop them getting impressions for a few months but they will activate again at a lower bid, which should lead to a lower ACoS 

 

2. If their contribution is good, then incrementally lower the bid by 8-12% no more than twice a month while assessing the data to see if your bid changes are improving things 

 

3. Target them as keywords in a separate campaign with only them in it.  Choose a bid that you think will give them a chance to perform well at your benchmark and is high enough to take the traffic away from the original Broad campaign 

 

Try those and see how you get on.



Need help running your campaigns?


If you can't stand the stress of managing them anymore, or you simply wish you could get on and focus on what you love about your Amazon work, feel free to get in touch at heath AT amazonalchemist.com. I might be able to help.


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