When creating effective Google Ads campaigns, understanding the power of negative keywords can be the difference between success and failure. Negative keywords help you refine your audience targeting, reduce wasted ad spend, and improve your overall ROI. In this comprehensive guide, we will explore what negative keywords are, why they are crucial, and how to strategically use them to optimize your campaigns.
What Are Negative Keywords?
Negative keywords are terms or phrases that prevent your ads from being triggered by irrelevant searches. By adding these keywords to your campaigns, you ensure your ads are only shown to the most relevant audience, avoiding clicks from users who are unlikely to convert.
For example, if you sell luxury watches, adding “cheap” as a negative keyword will stop your ads from appearing when users search for “cheap watches.”
Why Are Negative Keywords Important?
Using negative keywords effectively can bring the following benefits:
- Improved ROI: By excluding irrelevant traffic, your budget is spent on users who are more likely to convert.
- Higher CTR (Click-Through Rate): Ads that appear for relevant searches are more likely to receive clicks, boosting your CTR.
- Lower CPC (Cost Per Click): With better relevance, your Quality Score improves, leading to reduced CPC.
- Better Campaign Focus: By narrowing your audience, you ensure your ads are reaching the right people.
How to Identify Negative Keywords
To identify the right negative keywords for your campaigns, follow these steps:
1. Analyze Your Search Terms Report
The Search Terms Report in Google Ads reveals the actual queries that triggered your ads. Look for irrelevant or low-intent terms and add them as negative keywords.
2. Use Keyword Research Tools
Tools like Google Keyword Planner, SEMrush, or Ahrefs can help you identify related terms that might attract unwanted traffic.
3. Consider Industry-Specific Negative Keywords
Certain industries may have common irrelevant terms. For example:
- In e-commerce, negative keywords like “free” or “cheap” might filter low-converting searches.
- In professional services, terms like “jobs” or “careers” can prevent job seekers from clicking on ads.
4. Think About User Intent
Ask yourself what kinds of searches do not align with your business objectives. If you’re offering premium products, exclude terms that indicate a bargain-hunting mindset.
Adding Negative Keywords to Your Google Ads Campaigns
Adding negative keywords is straightforward. Follow these steps – Step by step image below:
1. Navigate to the “Campaigns” Tab
Log in to your Google Ads account and select the campaigns tab on the left of your screen.
2. Click on “Search Search Keywords”
Instead of focusing on your Search Keywords, pick the “Search Negative Keywords” tab.
3. Click on “Negative Keywords”
Under the “Audience, Keywords, and Content” section, find the “Search Keywords” tab.
4. Select or Create a List
You can now pick a previously created list of negative keywords, or create a new list of negative keywords.
5. Add Negative Keywords
Whenever you are adding new negative keywords on your account, you can selct whether to add them at the campaign or ad group level:
- Campaign Level: These keywords will apply across the entire campaign.
- Ad Group Level: These keywords will only apply to specific ad groups.
6. Use Match Types for Precision
Google Ads allows you to use three types of matches for negative keywords:
- Broad Match: Excludes searches containing your keyword in any order.
- Phrase Match: Excludes searches containing your keyword in the exact order specified.
- Exact Match: Excludes searches that match your keyword exactly.
Best Practices for Using Negative Keywords
1. Continuously Update Your Negative Keyword List
Campaign performance evolves over time, so regularly review your Search Terms Report to identify new negative keywords.
2. Use Shared Negative Keyword Lists
For advertisers running multiple campaigns, shared lists save time and ensure consistency across campaigns.
3. Avoid Overusing Negative Keywords
Be careful, sometimes, you could limit your reach when you are adding too many negative keywords. Be strategic and avoid excluding terms that could drive valuable traffic.
4. Group Negative Keywords by Theme
Organize your negative keywords into themes or categories to make management easier and more effective.
5. Monitor Performance After Adding Negative Keywords
Track key metrics like CTR, CPC, and conversion rate to measure the impact of your negative keywords.
Common Mistakes to Avoid with Negative Keywords
1. Neglecting Long-Tail Keywords
Focusing only on short keywords can result in missed opportunities to exclude long-tail irrelevant searches.
2. Adding Negative Keywords Without Analysis
Randomly adding keywords can harm your campaign. Always base your decisions on data and intent analysis.
3. Overlooking Seasonal Keywords
Certain keywords may be irrelevant only during specific times. Adjust your negative keyword list accordingly.
4. Ignoring Ad Group-Level Negative Keywords
Applying all negative keywords at the campaign level may restrict relevant searches for specific ad groups.
Case Study: The Impact of Negative Keywords
As a Google Ads Agency, we have implemented negative keywords for a client of ours in the fitness industry. By excluding terms like “free workout videos” and “home gym jobs,” we managed to reduced irrelevant clicks by 35% and increased conversions by 20%. This demonstrates the tangible impact of a well-optimized negative keyword strategy.
Conclusion
Mastering the use of negative keywords in Google Ads is essential for driving meaningful traffic, reducing wasted ad spend, and improving your campaign’s overall efficiency. By following the strategies outlined in this guide, you can take control of your campaigns and achieve better results.
FAQ – How to Use Negative Keywords in Google Ads
What are some examples of negative keywords?
Common examples of negative keywords include terms like “free,” “cheap,” “jobs,” “careers,” and “download,” depending on your industry. These keywords filter out irrelevant traffic that is unlikely to convert.
Can I use negative keywords for Display or YouTube Ads?
Yes, you can use negative keywords for Display and YouTube Ads. However, their impact may differ compared to Search Ads because audience targeting works differently for these formats.
How often should I update my negative keyword list?
It’s a good practice to review and update your negative keyword list regularly—at least once a month or after any significant campaign changes—to ensure optimal performance.
Is there a limit to how many negative keywords I can add?
Google Ads allows up to 10,000 negative keywords per campaign. While this is a generous limit, focus on quality rather than quantity to avoid unnecessarily restricting your campaign’s reach.