Negative keywords are an essential aspect of optimizing your Google Ads campaigns. Essentially, they are words or phrases that you exclude from your advertising campaigns to prevent your ads from showing for searches that are irrelevant or not likely to convert. Negative keywords can save you a lot of money by reducing the number of clicks on your ads and improving the quality of your traffic.
To understand negative keywords, it is essential to know what they are. Negative keywords are words or phrases that you specify to prevent your ads from showing up in search results that are not relevant to your products or services. For example, if you're selling high-end designer clothing, you might want to add "cheap" and "affordable" as negative keywords to ensure that your ads don't show up for people looking for lower-priced items.
Another example of a negative keyword could be if you sell wedding dresses, you might want to add "prom dresses" as a negative keyword to prevent your ads from showing up for people searching for prom dresses.
There are different types of negative keywords that you can add to your campaigns, each with its own match type:
Broad match negatives will exclude your ad from showing up in searches that include any of the words in your negative keyword. For example, if your negative keyword is "free shipping," your ad won't show up for searches that include the words "free" or "shipping."
Phrase match negatives will exclude your ad from showing up in searches that include the exact phrase of your negative keyword. For example, if your negative keyword is "buy cheap shoes," your ad won't show up for searches that include the exact phrase "buy cheap shoes."
Exact match negatives will only exclude your ad from showing up in searches that match the exact keyword or phrase. For example, if your negative keyword is "shoes," your ad won't show up for searches that include the exact keyword "shoes."
Negative keyword lists are collections of negative keywords that you can apply to multiple campaigns or ad groups. This can save you time and effort, especially if you have several campaigns or ad groups that require the same negative keywords.
Adding negative keywords to your campaigns can have numerous benefits, such as:
By excluding searches that are irrelevant or not likely to convert, you can improve the quality of your traffic and reduce the amount of money you spend on advertising.
To add negative keywords to your campaigns, you first need to identify negative keyword opportunities. This can be done by reviewing your search term reports or by using keyword research tools. Once you have identified your negative keywords, you can add them to your campaigns and ad groups by following these steps:
Creating and managing negative keyword lists can be helpful if you have multiple campaigns or ad groups that require similar negative keywords. This way, you don't have to add the same negative keyword to each campaign or ad group individually. To create a negative keyword list, follow these steps:
Search query mining is the process of analyzing the search terms that trigger your ads and using that information to optimize your campaigns. Here are some strategies for identifying negative keyword opportunities through search query reports and keyword research tools:
By using these strategies, you can identify negative keyword opportunities that will help you optimize your campaigns and reach the most relevant audience.
Understanding the difference between keywords and search queries is essential for targeting your ads effectively. Here's a brief overview:
A keyword is a specific term or phrase that you target in your advertising campaigns. A search query is the exact term or phrase that a user enters into a search engine.
While keywords are the terms you choose to target, search queries are the terms that trigger your ads. For example, if you target the keyword "running shoes," your ad may be triggered by a search query such as "best running shoes for women."
By understanding the difference between keywords and search queries, you can better identify negative keyword opportunities. For example, if you target the keyword "running shoes," but your ad is triggered by search queries such as "free running shoes" or "running shoe repair," you may want to add "free" or "repair" as negative keywords to exclude those searches.
In conclusion, negative keywords are a crucial component of any successful Google Ads campaign. Incorporating negative keywords can help you target your advertising to the most relevant audience, lower your cost per click, and improve your overall ROI. By using advanced search query mining strategies and understanding the difference between keywords and search queries, you can optimize your negative keyword targeting and improve your Google Ads performance.
If you're looking to take your keyword targeting to the next level, be sure to check out our related blog posts on advanced techniques for using keyword match types, how keyword match types impact your Quality Score in Google Ads, and increasing ad relevancy with keyword match types best practices and examples. And if you're in need of a tool to assist with your keyword match type strategy, consider checking out the Keyword Match Type Tool from Soone Agency.