What Makes Negative Keywords Unique?

Negative keywords may sound like the worst aspects of your campaign, yet they may save your cash and your quality score.

Negative keywords direct your ad spend by informing firms such as Google and Microsoft about the terms you do not want your advertising dollars to be spent on. 

They’re the secret sauce to put up a lean, mean internet advertising strategy.

Negative keywords might help you get the most out of your search ad budget. 

You’ll save money on ineffective advertisements and direct your marketing to searchers who are interested in your content.

Businesses are expected to spend more than $211,000,000,000 on search advertising by 2025. 

Unfortunately, most of this money will be squandered.

According to customer data, the marketing firm Seer Interactive discovered that 5% to 20% of search ad spending is spent on terms that perform badly.

How can firms cut down on wasted search ad spend? 

Negative keywords should be used.

What Exactly Are Negative Keywords?

 

In internet advertising, negative keywords are used to prevent specific terms from displaying your adverts. 

An effective negative keyword strategy works in tandem with your primary keywords to boost the likelihood of your advertising appearing in relevant searches. 

Assume you own a business that sells attractive maps of American towns. 

You might wish to target keywords such as:

Maps for decoration Maps for gifts

New York City decorative map

You want to target those who are wanting to buy a map to display, but you don’t want to show your advertisements to people who are shopping for maps to navigate. 

should also make certain that your advertisements are for attractive maps of American cities, as these are the ones you offer.

You might use negative keywords like to eliminate your maps from cities and areas that you do not service.

Paris

London

You might use negative keywords such as: to prevent searches for navigational maps.

Map of tourist attractions

Directions from Google Maps

By expanding your negative keyword list alongside your targeted keyword list, you can target your advertising to those that would benefit from them.

What Is the Importance of Negative Keywords?

 

Negative keywords allow you to show your adverts to those who will be interested in them. 

This strategy does more than simply increase traffic. 

It also raises your click-through rates (CTRs), which increases the visibility of your ad and lowers its overall cost.

Assume Purple, a mattress firm, wishes to boost sales by conducting tailored advertisements. 

They begin running advertisements on some of their most important keywords, and after a few weeks, they check in to see how the campaign is progressing.

They see that some advertising is matched with relevant terms, but others are matched with keywords unrelated to mattress purchases:

The best dog beds (unrelated)

 

The color purple (is ambiguous)

Purple Mattress Alternatives (not looking to buy)

Purple vs. nectar (unrelated)

Because these advertisements aren’t relevant to searchers trying to buy a Purple mattress, they all have low CTRs.

So, how do this impact Purple and their advertising campaign?

Money was squandered.

 

Even though these ads aren’t beneficial, they may be clicked by mistake. 

Each click is a waste of pay-per-click (PPC) advertising dollars that may be better spent elsewhere.

Bid prices have been raised across the campaign. 

The actual cost-per-click (CPC) of your Google ad is influenced by your Ad Rank, which is decided in part by your ad’s CTR. 

As a result, if your CTR decreases (due to poorly positioned advertising), your total Ad Rank will most certainly decrease as well. 

A poor Ad Rank corresponds with a higher real CPC, all because your advertising is appearing in the improper search searches.

Negative keywords assist marketers in making the most of their search ad budget. 

Creating negative keyword lists is the first step in creating ads that avoid these terms.

Make a list of negative keywords.

 

Negative keyword lists, like ordinary keywords, cannot be created in a five-minute brainstorming session. 

To make these lists as thorough as possible, you’ll need to spend some time thinking and analyzing data. 

This is where we would begin to compile the most comprehensive list of negative keywords for your PPC campaign.

Incorporate General Negative Keywords

 

In most cases, you would not want to target certain terms. 

Begin by concentrating on the more apparent terms. 

Consider the following negative keywords:

Are geographical keywords that are irrelevant. 

There are 29 places in the globe called London; for “best plumbers in London,” you may use negative keywords to prevent having your ad displayed in areas where you aren’t situated.

Are designed to take you to other websites. 

If you own a food blog and want to promote your chicken parmesan recipe, you might not want your ad to appear in searches for “bon appetit chicken parmesan recipe.”

Are unsuitable or illegal. 

This includes any terms that may be associated with unfavorable thoughts about your brand.

For example, if you sell knives, you may not want your advertisements to appear alongside headlines about stabbing victims.

Are they work-related? (unless you want that). 

If you’re a plumber seeking to sell your services, you don’t want an ad for your company to appear for someone looking to become a plumber.

Are vague or incorrectly spelled. 

A firm that specializes in ice hockey equipment may utilize negative keywords to ensure that its advertising does not appear on keywords related to field hockey.

Take a look at these negative keywords as a starting point. 

You may then utilize tools and data to assist you to locate more useful negative keywords.

Examine Related Keywords

 

You may use keyword research tools to uncover related phrases for short-tail negative keywords in the same way that you would for ordinary keywords.

Any keyword tool should work, but we’ll show you how to use SpyFu’s Related Keywords tool. 

If you aren’t currently utilizing the program and wish to follow along, there is a limited-use free version available. 

You may also use Keyword Planner to search relevant keyword words if you like.

Begin by entering your short-tail keyword to generate a list of similar search phrases. 

We used the term “beach umbrella” in our example.

Following that, you may proceed to check the box next to any keywords that you believe:

isn’t relevant will not result in a high conversion rate

Even with a simple phrase like “beach umbrella,” you might uncover keywords where you don’t want any adverts to appear.

When you’re finished, click export to obtain a tidy CSV file to add to your current negative keyword list.

Obtain a List of Recommendations for Your Domain

 

If you’ve previously been running Google search advertisements, you may see a domain-specific report that includes negative match recommendations. 

SpyFu’s Google Ads Advisor tries to save you money by removing potentially inefficient terms that have been activating your ad but not your rivals’.

That’s the catch. 

We feel that if none of your rivals are bidding on a keyword that you’re purchasing, they’ve already determined that this search phrase doesn’t convert well enough to warrant the expense.

One exception to this rule is that you have significantly more motive to buy your branded phrases than they have. 

By utilizing the “excluding” filter to remove items or your name, you can keep your branded phrases out of our negative match recommendations.

If we run a negative match recommendation report for yeti.com, we should omit “yeti” from the results. 

The findings include non-branded phrases that yeti.com is purchasing but on which no close rivals are advertising.

Investigate the Search Terms Report.

Similarly, you may use Google’s search terms report to determine which keywords your advertisements have appeared on. 

Examine the list to determine if any keywords are irrelevant or underperforming, and add them to your negative keyword list.

To access Google’s search terms report, follow these steps:

 

Open your Google Ads account (formerly Google AdWords).

Choose the Campaigns for which you wish to see data.

On the left-sidebar, choose Keywords.

Select your search terms.

You may now look into any search phrases where your adverts have appeared. 

 

It may also sort advertisements by conversion rate or engagement rate to identify which ones aren’t producing results.

You can also add negative keywords to your campaigns straight from this screen by choosing the search term and then clicking “Add as a negative keyword” in the blue bar at the top of the table.

As a side note, while this search phrase view is extremely useful, it is not 100% representative of all searches. 

We discovered that Google conceals some of the lower-volume phrases that users searched before clicking your ad. 

We propose this potential solution since such information is useful for screening out phrases to assign to negative matches.

Conclusion

 

A solid PPC campaign is built on relevant, high-traffic keywords,

but it is not the only aspect of effective online advertising. 

Negative keywords are also required to cut back on the surplus that might arise from pay-per-click advertising. 

They are the yin to the yang of your target keywords.

You may regain control of your ad expenditure if you effectively balance these two types of keywords. 

To ensure that your advertisements display only on the most relevant websites or search queries, you should keep your negative keyword lists up to date and monitor your search terms reports. 

Make this a weekly or biweekly routine,

and you’ll be surprised at how much of your ad expenditure

you can keep in your own pockets and allocate to more powerful phrases.

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