Ever felt like your Amazon ads are showing up in places they don’t belong? Maybe you’re getting tons of clicks, but no sales. That’s where Negative ASIN Targeting comes in. It’s a secret weapon in Amazon PPC that can save you money and boost your results.
Let’s break it down in a fun and simple way.
Contents
What is an ASIN?
ASIN stands for Amazon Standard Identification Number. It’s basically a product’s ID number on Amazon. Every product has one. You can target ASINs in your ad campaigns to show your product on that product’s page.
For example, if you sell yoga mats, you can target ASINs of other popular yoga mats to show your ad on their listings.
But What is Negative ASIN Targeting?
This is when you tell Amazon: “Don’t show my ad on this product’s page.” You’re excluding that ASIN from your campaign.
Why would you do that? Because not all clicks are good clicks! Some ASINs just don’t bring in sales. You might be wasting money on eyeballs that will never convert.
Negative ASIN Targeting gives you control over where your ads appear.
Why You Should Use It
Here are some reasons to use Negative ASIN Targeting:
- Stop wasting money on bad placements
- Improve your conversion rate
- Get better return on ad spend (ROAS)
- Focus only on high-performing ASINs
When Should You Add Negative ASINs?
It’s not about hating competition. It’s about making smart decisions. Here’s when you should start excluding:
- You’re getting tons of clicks, but no sales
- The competition is too cheap or way too premium
- The product page has bad reviews, and it reflects on you
- You’ve been on that ASIN for weeks with zero ROI
Think of it like pruning your garden. Cut the dead leaves and your flowers bloom better.
How to Find Negative ASINs
Thankfully, Amazon provides the data you need!
Follow these steps:
- Go to your Amazon Ads dashboard
- Check the “Search Term” report for Sponsored Products
- Look under the “Customer Search Term” column for ASINs
- Spot the ASINs with high spend but low sales
- Copy those ASINs and add them as negative targeting
Pro tip: Use the “Placement Reports” too. They show where your ads are showing up and how well each placement performs.
How to Add Negative ASINs
Got your list? Good. Now add them!
Here’s how:
- Choose your campaign
- Edit targeting
- Select “Negative Targeting” under “Product Targeting”
- Add your ASINs
- Save and sip coffee!
Tips and Tricks
Keep things simple with these quick tips:
- Review your search term reports weekly
- Don’t go overboard too quickly. Test a few at a time.
- Use negative targeting at the ad group level for better control
- Label your bad ASINs in a spreadsheet for reference
Common Mistakes to Avoid
Even smart sellers slip up. Don’t make these errors:
- Blocking good-performing ASINs by mistake
- Only looking at clicks, not conversion
- Not updating your negative list regularly
- Being too aggressive too fast
Wrapping Up
Negative ASIN Targeting isn’t mean. It’s smart. You’re just focusing your ad power where it counts most.
Watch your ad spend shrink and your sales rise. It’s like Marie Kondo for your Amazon ads – keep what sparks joy (profit!) and toss the rest.
Now go conquer the Amazon jungle like a PPC ninja!