Everyone wants to talk about positive keyword targeting. Nobody wants to talk ab
By Gabriel Caceros · February 28, 2026 · Curated by George's Blog
Everyone wants to talk about positive keyword targeting.
Nobody wants to talk about negative keywords.
You know - positive keyword targeting.
New match types.
Bidding strategies.
Expansion tactics.
Because it's boring.
It's also one of the highest-ROI activities in Amazon advertising.
Here's the reality:
Your Auto & Broad campaigns continuously surface irrelevant search terms.
Shoppers click → You pay → They don't convert.
Then it happens again next week.
Same bad search term.
Same wasted spend.
⤷ Because you never added the negative.
We've seen this repeatedly:
Weekly search term review + systematic negative keyword application = 15-30% ROAS improvement in 30 days.
🚫 No platform changes.
🚫 No creative work.
🚫 No A/B testing
Just disciplined execution.
The brands running Auto campaigns without weekly search term review are paying repeatedly for traffic they already know doesn't convert.
That's not optimization.
That's negligence.
Negative keywords aren't sexy.
But they're the unsexy profit driver nobody wants to do.
Which is exactly why they work.