We have had a detailed study on what Amazon Negative keywords are, what are their benefits, and how to add them in your campaigns in our previous posts. In this third part, we will move to a more advanced concept, which is worth highlighting since it is a best practice. If you don’t segregate broad/phrase and exact match types (which you totally should), feel free to skip this post. This section explains how to use negative keywords for deduplication in Amazon PPC and give yourself a better dataset to work with.
What is Deduplication?
Deduplication is the process of preventing the same keywords from competing with each other in different (yet similar) ad groups. If you are bidding on the same keywords in different ad groups, both will enter the same auction and potentially split the impressions between the two keywords. Since concentrating the data on a single keyword allows us to make better decisions for our bidding, deduplication can help make sure we have solid campaign structures to get the most out of our data.
We recommend structuring campaigns to segregate broad/phrase and exact keywords into separate campaigns or ad groups. Broad and phrase keywords are often tied to a wide array of customer search terms. As such, keyword performance ties to the performance of all underlying search terms that trigger an impression. Since you bid at the keyword level, bidding is based on the overall blended performance of a keyword, which likely has performance disparities across the underlying search terms.
In contrast, exact match keywords trigger an impression when the customer search query and keyword match exactly. Exact match keywords can be controlled with more precision since bids only apply to a single record. As such, moving converting search terms stemming from broad/phrase match keywords into exact match campaigns increases your control. Refer to our post on Keyword Funnel for more information on this.
How to Use Negative Keywords For Deduplication?
When you move converting search terms into your exact match campaigns, you should be setting negative exact match keywords in your broad/phrase campaigns for the new exact match keywords. You may be thinking, “but the exact match keyword I added has performed so well in the broad/phrase campaign..” Fair point, but don’t sweat it. If ACoS was favorable, you should have bid it higher than the CPC it generated and likely higher than the bid used for the broad/phrase match keyword it stemmed from — it should net more click volume in the exact campaign.
The point of using negative exact keywords for deduplication is to avoid split impressions between identical campaigns/ad groups. Optimizing performance requires data, and splitting data across multiple records means fewer data to work with for a given record. That leaves you with less to work with and compromises your ability to get the most out of your campaigns. Using negative exact matches to deduplicate keywords gives you more data and more control, both of which will result in improved performance.
Removing duplicate keywords should be a routine task if you have multiple ad groups running for different match types. Make it a point to check your search term report periodically and take some executive decisions by moving the top-performing keywords down the funnel to refine and optimize your campaigns. While moving the keywords from one match type to another, make sure to set a Negative exact keyword to deduplicate the records.
If you find it too complex to understand, we, at Ad Advance are here to provide you strategic solutions. Feel free to reach out to our team for a free consultation.