amz-negative-keywords

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Chinese

Negative Keyword Manager

否定关键词管理器

Every PPC account leaks money on search terms that click and never buy. Negative keywords stop the leak. But a careless negative also blocks a term that converts. This skill cuts the waste without cutting a winner.

This is the deep-dive on the negative-keyword decision. Building the campaign structure that produces these search terms (auto, broad, exact funnel) lives in amz-ppc-campaign.

每个PPC账户都会因那些只有点击却无转化的搜索词浪费资金。否定关键词可以阻止这种浪费，但不当的否定操作也会屏蔽有转化的关键词。本技能能够在不剔除优质关键词的前提下减少浪费。

以下是关于否定关键词决策的深度解析。构建生成这些搜索词的广告活动结构（自动、广泛、精确漏斗型）的内容请查看amz-ppc-campaign。

When to use this

使用场景

A campaign spends on search terms that clearly do not match the product.
ACoS is high and the search term report is full of junk terms.
An auto or broad campaign is bringing irrelevant traffic.
A seller wants a repeatable rule for what to negate, run on a schedule.

广告活动为明显与产品不匹配的搜索词付费
ACoS较高，且搜索词报告中充斥着无效关键词
自动或广泛匹配广告活动带来无关流量
卖家需要一套可重复的否定规则，并定期执行

The framework. The Search Term Sieve

筛选框架：搜索词筛选器

Pour every term in the report through the sieve. It sorts each one into exactly one of four outcomes, and only two of them fall into the negative bucket. Run the checks in order. the first one a term matches is its verdict.

#	Gate	Term pattern	Verdict
1	Drain	Spend past the cost-of-a-sale threshold with zero or near-zero sales	Negate. money drain
2	Irrelevant	Clicks but clearly wrong item or wrong intent for the product	Negate. it will never convert
3	Winner	Converting at acceptable ACoS	Keep, and graduate it to an exact-match keyword
4	Noise	Too few clicks to judge either way	Wait. do not negate on noise

Order matters: check Noise last, so a term is only ever sent to Wait when it has not already earned a Negate or a Keep. The drain threshold for gate 1: a term that has spent more than the cost of one sale (roughly 1 to 1.5 times your target cost per acquisition) with no sale is a drain. Below that, it is still data collection.

将报告中的每个关键词逐一通过筛选器，它会将每个关键词精准归类为四种结果之一，其中只有两类会被归入否定列表。按顺序执行检查，关键词匹配的第一个条件即为最终判定结果。

序号	筛选条件	关键词模式	判定结果
1	资金消耗项	支出超过销售成本阈值，但零转化或接近零转化	标记为否定：资金消耗项
2	无关关键词	有点击但明显与产品不符或用户意图错误	标记为否定：永远无法转化
3	优质关键词	转化效果符合ACoS预期	保留，并升级为精确匹配关键词
4	无效数据	点击量过少，无法判断转化潜力	暂不处理：勿因无效数据否定

顺序至关重要：最后检查无效数据，因此只有当关键词未被标记为否定或保留时，才会被归入暂不处理类别。筛选条件1的消耗阈值：支出超过单次销售成本（约为目标客户获取成本的1至1.5倍）却无转化的关键词即为资金消耗项。低于该阈值时，仍属于数据收集阶段。

Exact versus phrase negatives

否定精确匹配 vs 否定短语匹配

Negative exact. Blocks only that precise term. Use it for a specific drain term that you want gone while keeping close variations live.
Negative phrase. Blocks any search term containing that phrase. Use it for a whole irrelevant theme (a wrong-product word, a wrong-audience word).
The danger: a broad negative phrase can silently block converting terms that happen to contain the phrase. Before adding a negative phrase, scan the report for any converting term that contains it. If one exists, use negative exact instead.

Negative exact（否定精确匹配）：仅屏蔽该精准关键词。适用于特定的资金消耗项，同时保留相近变体关键词的投放。
Negative phrase（否定短语匹配）：屏蔽任何包含该短语的搜索词。适用于一整类无关主题（如错误的产品词、错误的受众词）。
风险：宽泛的否定短语可能会悄悄屏蔽包含该短语的转化关键词。添加否定短语前，需扫描报告中是否存在包含该短语的转化关键词。若存在，则改用否定精确匹配。

Step by step

操作步骤

Collect inputs. The search term report with spend, clicks, orders, and sales per term, the product, and the target ACoS or cost per acquisition.
Compute the drain threshold from the target cost per acquisition.
Classify every term into the four buckets.
Protect the winners. List every converting term. Before any negative phrase is added, confirm it would not block one of these.
Choose negative type per term. Exact for a single drain term, phrase for a whole irrelevant theme that is safe to block.
Graduate the winners. Converting search terms found in auto or broad campaigns should be added as exact-match keywords in a harvest campaign, not just left.
Set a cadence. Negative keyword work is recurring. recommend a weekly or biweekly pass.
Run the quality check, then deliver.

收集输入信息：包含每个关键词支出、点击量、订单量和销售额的搜索词报告，产品信息，以及目标ACoS或目标客户获取成本。
根据目标客户获取成本计算消耗阈值
将每个关键词归类至四个类别
保护优质关键词：列出所有转化关键词。添加任何否定短语前，确认其不会屏蔽这些优质关键词。
为每个关键词选择否定类型：单个资金消耗项使用否定精确匹配，安全的整类无关主题使用否定短语匹配。
升级优质关键词：在自动或广泛匹配广告活动中发现的转化搜索词应添加至收割广告活动的精确匹配关键词列表，而非仅保留原状态。
设定执行周期：否定关键词管理是重复性工作，建议每周或每两周执行一次。
执行质量检查，然后交付结果

Output format

输出格式

undefined

undefined

Negative Keyword Plan. [campaign]

Drain threshold: spend over [$] with no sale

Negatives to add

[term] . [negative exact / phrase] . reason . spend wasted [$] ...

Protected (do not block)

[converting terms that a phrase negative could catch]

Graduate to exact-match keywords

[converting search terms to promote]

Cadence

Re-run this pass: [weekly / biweekly]

undefined

Re-run this pass: [weekly / biweekly]

undefined

Worked example

示例操作

A search term report for a stainless steel dog bowl. Target cost per acquisition 6 USD.

"plastic dog bowl" spent 14 USD, zero sales. Gate 1, drain, and gate 2, wrong material. Negate it. The token "plastic" is a whole irrelevant theme, so a phrase negative on "plastic" would be efficient if it is safe. Run the safety check: scan every converting term for the word "plastic". The winners here are "dog water bowl" and "stainless steel bowl", and neither contains "plastic", so the phrase negative cannot block a converter. Verdict: add "plastic" as a negative phrase. It also kills any future "plastic feeding bowl" or "plastic pet dish" before they spend. (Had a converting term contained "plastic", the rule flips: drop the phrase and negate "plastic dog bowl" as negative exact only.)
"dog water bowl" converting at 4 USD per sale. Gate 3, winner. Keep and graduate to an exact-match keyword.
"bowl" with 2 clicks, no data. Gate 4, noise. Wait.

某不锈钢狗碗的搜索词报告，目标客户获取成本为6美元。

"plastic dog bowl"支出14美元，零转化。符合筛选条件1（资金消耗项）和筛选条件2（材质不符），标记为否定。“plastic”属于一整类无关主题，若安全则使用否定短语匹配“plastic”会更高效。执行安全检查：扫描所有转化关键词是否包含“plastic”。此处的优质关键词为“dog water bowl”和“stainless steel bowl”，均不包含“plastic”，因此否定短语匹配不会屏蔽转化关键词。判定结果：添加“plastic”为否定短语匹配。这还能提前阻止未来可能出现的“plastic feeding bowl”或“plastic pet dish”产生支出。（若有转化关键词包含“plastic”，则规则反转：放弃短语匹配，仅将“plastic dog bowl”标记为否定精确匹配。）
"dog water bowl"的单次转化成本为4美元。符合筛选条件3（优质关键词），保留并升级为精确匹配关键词。
"bowl"有2次点击，无转化数据。符合筛选条件4（无效数据），暂不处理。

Quality check

质量检查

The drain threshold is computed from the target cost per acquisition, not guessed.
Every term is classified into one of the four buckets.
No negative phrase is added without scanning for converting terms it would block.
Converting search terms are graduated to exact-match keywords, not just kept.
Low-click terms are left alone, not negated on noise.
A recurring cadence is set.

消耗阈值根据目标客户获取成本计算，而非主观猜测。
每个关键词均被归类至四个类别之一。
添加否定短语前已扫描是否会屏蔽转化关键词。
转化搜索词已升级为精确匹配关键词，而非仅保留原状态。
低点击量关键词未被处理，未因无效数据被否定。
已设定重复执行周期。

Common mistakes

常见错误

Negating on noise. Blocking a term with 3 clicks and no sale. that is not data.
Broad phrase negatives. Adding a negative phrase that quietly kills converting terms containing the same word.
Negating winners. A high-ACoS term that still converts may be worth keeping at a lower bid, not negating.
Find and forget. Running the pass once. new junk terms appear every week.
Not graduating. Negating the junk but never promoting the converting discoveries.

因无效数据否定：屏蔽仅3次点击且无转化的关键词，这并非有效数据。
宽泛的否定短语匹配：添加的否定短语悄悄屏蔽了包含相同词汇的转化关键词。
否定优质关键词：ACoS较高但仍有转化的关键词可能值得调低出价保留，而非直接否定。
一劳永逸：仅执行一次检查，每周都会出现新的无效关键词。
未升级优质关键词：仅否定无效关键词，却从未推广有转化的优质搜索词。

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