Eliminate Keywords With Consistently Poor Conversion Rates
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Quick answer
Low-converting keywords in Amazon Ads are search terms that regularly fail to generate orders despite incurring clicks and spend. By identifying and removing these keywords, advertisers can optimize campaigns, limit wasted budget, and improve overall ad efficiency. Monitoring conversion metrics allows for targeted decisions on negative keywords or bid adjustments to drive better return on ad spend.
Choosing which keywords to keep or cut is crucial for advertisers aiming to control their Amazon Ads budget. Understanding how to spot and handle consistently poor performers is a key part of long-term campaign health.
Why Poor Conversion Rates Drain Your Budget
Keywords with consistently low or zero conversions can quickly eat up ad spend without producing meaningful sales. This often happens when keywords are too broad, not closely related to your products, or misaligned with shopper intent. Regularly monitoring conversion data helps ensure you aren’t investing in underperforming areas that skew your campaigns' efficiency.
How to Identify Underperforming Keywords
Start by examining your Search Terms reports, focusing on metrics like conversions, spend, and click-through rates. Pay special attention to keywords with high spend and clicks but little to no sales. Tools such as the Amazon Negative Keyword Tool by Todoza can help rank search queries by their true budget impact, using metrics such as conversion rate, ACoS, and ROAS for informed decisions.
Best Practices for Eliminating Poor Keywords
- Set performance thresholds (e.g., minimum conversions or maximum ACoS) to filter out inefficient terms.
- Assign underperforming keywords as negatives or reduce bids manually to focus spend on high-performing areas.
- Review across campaigns and marketplaces to spot patterns and prevent overlap.
When This Matters Most
Eliminating low-converting keywords is especially important when budgets are tight, new campaigns are being tested, or during high-traffic seasons when efficiency is critical to maintain profitability.
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Regularly reviewing and removing keywords with consistently poor conversion rates supports a healthier ad budget and maximizes campaign results. For more strategies on managing budget-draining search terms, visit our main guide on how to identify budget-draining search terms in Amazon Ads.