Negative keywords are those that prohibit your ads from appearing when certain words or phrases are typed into a search engine. They help you communicate with search engines by instructing them to ignore specific search queries to avoid misunderstandings and misrepresentations.
When you add “free” as a negative keyword to a campaign or ad group, for example, you are telling Google Ads not to show your ad for any search that includes the term “free.” When your negative keywords match the content on the site, your ad is less likely to appear on the Display Network.
In a PPC campaign, negative keywords are used in conjunction with any broad match terms that you want to target. When you add them to your negative keyword list, you ensure that your ad won’t appear for any unrated searches.
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How Are Negative Keywords Different From Other Keywords?
Negative keywords can help you avoid wasting your ad spending. Increasing the potency of keywords by combining them gives you more control over who sees your ads and puts more emphasis on the most valuable ones.
Negative keywords ensure that your ads are not seen by people who are not interested in them. Both aim to improve ROI (return on investment) and ad targeting.
Negative keywords, on the other hand, differ from other keywords in that they allow your ad to be more targeted in a different way.
They sharpen the focus of your campaign and increase the number of people who interact with each ad. Choosing the phrases you don’t want to use increases your return on investment.
Negative Keyword Match Types
1. Broad match:
Negative keywords with a broad match type prevent your ad from appearing in searches that include every word in your keyword phrase in any order.
2. Exact match:
Exact match type Negative keywords are the most effective type of negative keyword, preventing your ad from showing specific phrases or concepts.
3. Phrase match:
Negative keywords of the phrase match type, as the name implies, prevent your ad from showing for very precise search searches. Brands use negative phrase match type keywords to prevent their ads from appearing in search results that include particular phrases or additional words with the phrase.
Negative Keywords from Campaign vs. Ad Group
Negative keywords can be implemented in two different methods. The first is at the campaign level, which means that none of your ads for these keywords will be seen throughout the campaign. This will ensure that your entire campaign doesn’t waste money by increasing CTR in terms that none of your ads should appear.
Negative keywords at the ad group level, on the other hand, are used to protect specific ad groups in your campaign from other ad groups. This gives you complete control over which elements of your campaigns are active for a certain time.
Importance Of Including Negative Keywords
Marketers use negative keywords to manage generic results associated with broad match keywords. Marketers will use broad match keywords to determine which search queries are excellent and which are harmful.
Any unwanted query that increases your campaign cost and cost per click should be listed in negative keywords immediately. Your campaign can get out of control in several ways if you don’t use negative keywords:
If you match too many queries, people won’t click on your ad, and your product quality score will drop.
If you match too many queries, you will get a lot of unqualified clicks that won’t convert, increasing your total campaign cost and CPA.
Why can’t you increase your bids to expand your campaign because there are too many unqualified clicks?
Google starts showing other products with higher click-through rates or similar products with lower conversion rates. The higher the quality score, the more Google will show the product. As a result, the CPA goes up.
How To Find Negative Keywords?
While it may seem like locating negative keywords is difficult, the truth is that it is sometimes easier than doing normal keyword research.
Here are some options to do it.
1. Google search:
In the most basic sense, Google is an excellent resource for locating negative keywords.
Most of the time, all you have to do is type in your target keyword and see what results.
If you notice a lot of unrelated ads or links on the serapes, take note of them and add them to your ad words negative keyword list.
2. Google keyword planner:
Of course, Google’s Keyword Planner tool makes it easy to identify negative keywords.
You have the option of viewing broad search keywords when you search for a term. Activate this feature to see what appears when someone searches for something.
3. Google search console:
To see where you’re current pages are ranking, go to Google Search Console.
You may see some negative keywords in your analysis, which you can use to fine-tune your paid ads. Just be careful not to get too close to a positive keyword for which you rank well organically, as putting it on the blocked list could have a bigger effect on your overall traffic.
How Negative Keywords Save Money?
Negative keywords help you save money by blocking unqualified traffic from clicking on your ads. Because you are only charged when people click on your ad, this is critical in PPC.
Unqualified people who force you to pay for your PPC ad are unlikely to become customers, therefore you are wasting money. You don’t want to waste your investment on advertising, regardless of how cheap a term is. This is why it is vital to cut down on any unnecessary PPC spending.
Ultimately, negative keywords are an extra step that could lead to a lot of profit. Even if you’re not part of a business that sells ground coffee beans, think about how negative keywords can help you with your next ad goals.