Overview

Helium 10 introduced a “Negative Keyword Suggestions” feature in early 2024 that automatically surfaces exclusion terms for Amazon PPC campaigns. The tool pinpoints search queries that attract clicks but fail to convert, allowing sellers to cut wasted spend, lower ACOS, and reallocate budget to higher‑performing keywords.

Key Points

• Automated detection — The engine scans recent campaign data and flags non‑converting queries such as “free sample” that are draining ad budgets.
• Estimated impact — Each recommendation shows projected weekly spend, click‑through rate, and potential savings, giving sellers a clear picture of the financial benefit before they act.
• One‑click deployment — With a single button sellers can add a suggested negative to an individual ad group or to the entire campaign, eliminating the need for manual entry.
• Daily refresh — The algorithm updates its list every day, capturing new low‑performing search terms as market trends shift.
• Adjustable thresholds — Users may filter suggestions by minimum spend, impression count, or conversion rate, tailoring the output to their risk tolerance and budget size.
• Seamless dashboard integration — Negative suggestions appear inside Helium 10’s existing PPC workspace, alongside keyword research and bid‑management utilities, so sellers never have to leave the platform.

How Negative Keyword Suggestions Works

1. Data collection — Helium 10 pulls the most recent 30 days of search‑term reports from the seller’s Amazon Advertising account, gathering metrics such as impressions, clicks, spend, and sales for every query that triggered an ad.

   • Example: A vendor selling “silicone baking mats” discovers that the term “silicone baking sheet” generated 500 clicks and $120 in spend but produced zero orders during the last month.

2. Algorithmic filtering — The system applies a rule set that isolates queries with high spend, zero or near‑zero conversion, and low relevance to the product catalog. It then ranks these terms by the amount of money that could be saved if they were excluded.