Should Negative Keywords Be Applied at Campaign or Ad Group Level?
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Quick answer
Application of negative keywords in Amazon Ads can be set at either the campaign or ad group level, each serving distinct purposes in controlling ad spend. Campaign-level negatives help prevent broad types of unwanted traffic across all ad groups, while ad group-level negatives allow for finer control by filtering only within specific sets of ads. Choosing the right level depends on where inefficient or irrelevant searches are occurring.
If you’re unsure whether to add negative keywords at the campaign or ad group level in your Amazon Advertising campaigns, the key is understanding where your wasted spend originates and tailoring your strategy accordingly.
Understanding the Two Levels
Campaign-level negative keywords block unwanted search terms from triggering ads anywhere in a given campaign. This approach is ideal when an off-target term should never match any of your ads within that campaign. By contrast, ad group-level negatives provide precise filtering for only certain ad groups, letting you control where specific search terms are excluded without impacting other ads in the campaign.
When to Use Each Approach
- Use campaign-level negatives for broad exclusions that apply universally across all ad groups—such as blocking non-brand or irrelevant queries that never convert.
- Apply ad group-level negatives to prevent overlap between similar ad groups or to refine targeting for particular products within a campaign.
Analyze your Search Term Report to locate the exact level of wasted spend before deciding where to apply negatives. For a more systematic approach, consider using tools like the Amazon Negative Keyword Tool by Todoza to pinpoint problem terms and their context.
When This Matters Most
This decision is especially important for campaigns with multiple ad groups targeting related keywords, or for accounts scaling product lines quickly. The wrong level may either under-block bad traffic or inadvertently limit relevant ad exposure.
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Choosing the right level for negative keywords shapes the efficiency of your Amazon Ads campaigns. For more methods and tools to optimize negative keyword management, see our complete guide on turning search terms into negative keywords.