Every PPC marketer knows that the key to paid search campaign’s success is a comprehensive list of targeted keywords that match your product or service. Negative keywords are also crucial because they enable advertisers to better target their adverts by shielding them from indifferent searchers. As a result, digital advertisers can allocate their advertising budget to keywords with a higher likelihood of producing a return on investment. However, negative keyword research might be very complex. Therefore, it is best to consult the PPC agency in London if you want to make the best-informed decision.
What Are Negative Keywords?
Negative keywords, often known as “negative match”, are particular words or phrases that prevent ads from appearing to anyone searching for them. Following campaign analysis to determine which keywords generate clicks and leads or cash, PPC marketers discover these phrases. These keywords can be included at the campaign or ad group levels.
Take the term “free CRM service” as an example. You should include this phrase in your list of negative keywords if your CRM software isn’t free. Why waste money showing them your advertisement when they’re probably not interested in paying for your service or product?
Using negative keywords can stop your advertisement from appearing to users who look for or read content containing such phrases.
To continually increase relevance and, thus, ROI, effective paid search management entails extending the keywords you’re bidding on while also optimising the ones you’re already bidding on. The second requirement calls for removing some search queries and halting underwhelming performers.
You have the chance to do that with the help of negative keywords, guaranteeing that only the most qualified prospects see your adverts.
What Are The Benefits Of Negative Keywords?
- You can increase your click-through rate (CTR) by displaying relevant advertising to searchers. It can look like you want to view your advertisements as frequently as possible. However, this isn’t always the case. Your CTR will decrease if the search phrases don’t indicate a desire to make a purchase or if your advertising is irrelevant. Reduce the likelihood of this happening by using vital negative terms.
- You will save money on your advertising expenses as a result of this. You won’t waste it on careless or pointless clicks. Increasing your conversion rate is a further advantage of more precise targeting for your advertising—the likelihood of someone buying from you after clicking on one of your adverts increases.
- You’ll be able to prevent overlaps between your Ad Groups because you can include negative keywords at the campaign and ad group levels. Creating campaigns for many products that fall under the same category is helpful. For example, if you sell both birthday and decor candles, you should add “birthday” as a negative keyword to your decor candle campaign and vice versa.
How To Select Your Negative Keywords
So, where do you start now that you’ve decided you should start making your list right away? You have access to a wide range of tools.
You’ll generate some quality leads by coming up with your word associations and anticipating the times you won’t want your ads to run. Here, a little creativity will be helpful.
It can be more challenging than it sounds, as you may already know if you’ve ever had writer’s block. Utilize the Google Search bar to spark your imagination.
Google offers specific tools you can use, even if they won’t tell you which negative keywords you should use. It’s a good idea to start using the Keyword Planner. You can use it to conduct generic keyword research for your search marketing efforts. Additionally, you’ll be able to find new negative keywords.
You can also utilise the Keyword Research Tool within the AdWords interface. In order of importance, enter 2 to 4 keywords you want to target. Look for any search terms in the Keyword column that are unrelated to your brand or industry and that you don’t want to cause your adverts to appear. Each keyword you want to add as a negative match can be done by clicking the downward-pointing arrow in the Match Type column. When you choose Negative, the term will be added to your list as a negative keyword.
A thesaurus is also excellent for growing both your main keyword list and negative keyword lists. Missing even one negative term and having your ad appear for a search that will never convert may be very costly if you advertise in a crowded market. Finding negative terms can be quick and straightforward by using a thesaurus. Why make it harder to find your keywords than it needs to be?
There are a lot of different ways how you can select your negative keywords. Finding a way that works for your products and services is important.