Let’s say you sell seaglass jewelry on Amazon, and you bid on the phrase match keyword “seaglass.” Without negative keywords, your ad for jewelry could appear in a search for “Hawiian seaglass” because that search query still contains the phrase “seaglass.”
However your strength is not Hawiaan. You sell other kind of seaglass.
That shopper might even click your ad, realize it wasn’t what they wanted, and immediately leave. Amazon would still charge you for that click, but you’d have no sales to show for it.
Avoid wasted spend by mastering your negative keywords. With this new feature to add multiple keywords, just enter them in a list and hit the submit button.