How to Use Negative Keywords to Positively Impact Your Campaign Strategy

It’s a humble moment when you realize that not everyone is used to the product you poured your heart and soul into.

That’s right: not everyone wants an app or food courier to remind them of their daily routine, which serves hot food at the moment’s notice. It’s impossible to make everyone happy all the time এবং and that’s fine!

What’s not right is to waste your resources (like advertising money) on an audience that isn’t searching for your product. What if there was a way to focus your ad campaign on only interested people?

That’s where the negative keyword comes from They help to ensure your ads No. Seen by irrelevant traffic.

What is a negative keyword?

A negative keyword is a word or phrase that you want to exclude from your campaign. Negative keywords allow you to effectively outsource audience members who aren’t interested in what you have to offer so you can focus on hitting the right leads. Used properly, they can make online advertising more efficient and profitable.

If you want your “car insurance” ads to appear when the phrase is mentioned in a Google search but if no one is looking for “cheap car insurance” then a negative keyword will ensure that your ads will not show for the latter.

The more specific you can be with your negative keywords, the better. Prevents people from wasting money by never buying your product or service — no matter how often they see your ad.

Different types of negative keywords: broad, phrase and correct

There are three types of negative keywords you can use in your Google ad promotion: broad, phrase, and exact match. Let’s use the negative word “board games” as an example.

Negative broad match: Your ad will be dropped if the search contains all the negative keywords, even if the words are in different order. Your ad may still come up if only a few words are included in the search. Broad Match is the default setting for all Google Advertising accounts.

Negative phrase match: Your ad will not show if the search contains all the negative keywords in the same order. The search may include additional terms, but the negative keyword must appear in the same order to be excluded from the search results.

Negative Correct Match: Your ad will not show if the search has the correct negative keywords. The search cannot contain any additional words.

It may seem counterintuitive to try to exclude large groups of people from your campaign, but adding negative keywords can greatly help you improve your return on investment (ROI). You will find that there are many customer behaviors and practices on the web that you can use to further improve your keyword list. Here are some examples of how adding negative keywords can help improve your campaign:

  • Improve the quality of possibilities: Negative keywords will not only reduce the number of ineligible leads in your campaign, they will also help improve the quality of what will appear.
  • Improve CTR: When the audience is more likely to be interested in your product, you have a much better chance of getting more impressions and increasing your CTR.
  • Save money: Including unwanted keywords in your campaign will cost you money that you don’t have to spend. Negative keywords help keep these costs low, and they also help your ROI.

How to look for negative keywords

Many Google tools help you find potential negative keywords by looking at some data that can be dug out of your account.

Google Keyword Planner

Image courtesy of Google Advertising

The main purpose of Keyword Planner is to discover keywords for bidding, but it can also be very helpful when you are trying to find negative keywords. For example, if you type “boot”, it will show you the total number of monthly searches for that phrase and related phrases like “cowboy boots”. If you sell rain boots exclusively, you probably don’t want to be noticed by visitors searching for “cowboy boots”.

Google Search Terms Report

Image courtesy of Google Advertising

The Google Search Term report shows you impressions, clicks, CTR, and average cost-per-click (CPC) for specific search queries. We can see exactly which search terms cause your ads to show up The report gives you insights into the mentality that led them to your ad. By looking at the search queries used by people, you can decide which keywords you want to emphasize and which ones you want to exclude.

Google Search

There may be a simple Google search to discover some negative keyword opportunities. When searching for keywords you’re hoping to notice, keep an eye out for other results that you may want to skip later. For example, if you run a record store, you can add irrelevant search terms that come up as suggestions.

Focus on the positive by weeding out the negative

Negative keywords are an important part of any PPC promotion because they help you optimize your results, save you money and reduce the number of ineligible leads, which will ultimately improve your ROI.

By including negative keywords in your campaign, you can narrow down the available search pool and improve the chances and quality of leads. The more specific you are with your negative keywords, the less money you will spend on people who won’t buy from you.

Finding your negative keyword terms is a small part of the battle. If you want to target the right audience with the right message, you need to optimize your landing page for PPC and create the perfect ad. Include these tools in your online advertising process, and you’ll see a significant improvement in your results.

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