Steven Pope

They look at it as something that they worry about.

So what I'm going to encourage every single person to do is go through.

If you have a keyword or you have a search term that has 15 to 20 clicks and no sales, negate it.

Go back through once per month, review all of your current negations and look at their lifetime value.

If you negated something that has a high lifetime value in one campaign, but low in the other, then I would really, really encourage you to look at specific campaign negations versus a widespread negation.

I see a lot of people who create negation lists and that negation list goes towards every single campaign they do.

They don't think about the nuance of how each negation will play within each campaign.

Focus on your negations this year.

Don't neglect doing them, but also at the same time, don't overdo it.

I really, really don't want to see people just destroy the history of campaigns and really well-performing campaigns because they negate the wrong keyword.

Number five, set and forget in an hourly market.

I think this is just the most obvious pitfall everyone has ever seen, right?

PPC on Amazon is not set and forget.

Doesn't matter if you're just running auto campaigns.

Doesn't matter if you have a algorithm or a software or an AI that is doing bid optimizations.

Amazon PPC is not set and forget.

Say it with me.

It is one of those things that I see so many people think that, oh, I have this software that has rules and bidding adjustments, right?

And I have this ability of just auto campaigns running everywhere.

Doesn't