Maybe you have accessed Google to find the response to a particular question and obtained a result that meant some thing totally different?
If so, you’ve experienced what happens when negative key phrases aren’t used.
As a digital marketer, it is sometimes important to utilize negative keywords to ensure the right people are seeing your own ads at the correct period.
Not doing this means everybody who searches for a topic that remotely sounds like your key word will see your ads — which often leads to a ton of wasted ad spend on traffic which has no interest in what you are offering.
To help you correct this problem and perfect your SEO strategy , our Rock Content team has put together this guide upon negative keywords and how to use them.
What Are Adverse Keywords?
Negative keywords are that sound as though they will relate to your primary topic, but they don’t.
For example , let’s say you own a website that offers crystals and geodes in order to hobbyists.
You place Google ads for the search term red rocks .
When a random person types in that phrase into their search bar to look for information on attending a concert in the famed amphitheater in Colorado, they’re going to be sorely disappointed that all you’re carrying out is selling literal reddish rocks.
Thus, you’ve wasted a paid click.
This is the way negative keywords work.
Not only do they help you distinguish between specific subjects and people that are highly niche, however they also make it easier for individuals to find information about the topic these are interested in understanding.
By keeping your pay-per-click advertisement from showing up for people who are not looking for what’s on your website, you’re also helping minimize instances of low time on page, too.
Why Are Negative Keywords Used?
Simply put, negative key phrases are designed to keep the search engine from mixing results up about differing topics.
As we demonstrated in the example above, someone interested in Red Rocks Amphitheater in Colorado probably does not want to buy scarlet-hued geodes.
Properly, they could … But we all digress.
By adding a list of negative keywords to your Google AdWord s, you can help the cause and enhance overall lookup intent by making it easier for the search engine to not show your ad for specific searches.
Taking same example, you can use the phrase Red Stones Amphitheater being a negative keyword.
If someone types in red rocks your ad will not show up. But it will for red rock and other similar choices.
See what we’re getting at here?
Undesirable keywords are specifically designed to be able to easier to drill down plus reach your target audience while eliminating ad spend waste and streamlining your pay-per-click process.
Sorts of Negative Keywords
Of course , occasionally you really want your ad to show up for broad phrases.
That’s why there are varying negative key phrase types within Google Advertisement Words to make sure you’re showing up in the locations you want to and not in the ones you don’t.
Negative Wide Match Keywords
When using this technique to eliminate keywords, negative wide match is the one that is used automatically.
Essentially, this will conceal your ad from research when someone looks for a query with all of your key phrase terms.
However , if they leave one or more off, then your ad will still show.
Unfavorable Phrase Match Keywords
An adverse phrase match ensures your own paid ad won’t appear if someone looks for those people exact words in the exact same order, even if there are other terms added.
Using our example, a negative phrase match keyword for Crimson Rocks Amphitheater would still be blocked when the search query was Red Rocks Amphitheater in Colorado.
Harmful Exact Match Keywords
When you list a phrase as a negative exact match key phrase, your ads won’t appear when someone searches for the precise words in the same order with no additional terms added.
This is a great choice to use when it comes to brand names that are close together or your offer is similar to that of a competitor.
How to Find Negative Keywords
While it sounds like the process of finding negative keywords might be difficult, the truth is that it is sometimes easier to do than ordinary keyword research.
Here are a few ways to make it happen.
In the most basic sense, Google itself is a great way to find negative keywords.
Often , all you need to do is key in your desired keyword and see what comes up.
If you notice a lot of unrelated advertisements or links in the SERPs, then you’ll want to take note and add those items to your negative keywords list in AdWords.
Another tip? Check Google Search Console to see where your current pages are ranking.
Sometimes, you’ll see a few negative key words pop up in the analytics and you can use this to fine-tune your paid ads.
You should be careful that you aren’t getting too close to an optimistic keyword that you’re ranking well for organically, as putting it on the blocked list could have a greater effect on your overall traffic.
Of course, Google makes the method of finding negative key words super simple through the Keyword Planner tool.
When searching for a term, you have the option of seeing broad search terms. Turn this function on to see what might pop up when someone wants a query.
Jot down the ones you don’t want your ads to show up for and add them to your AdWords account for the campaign to keep them blocked.
Not absolutely all searches happen on Google, which is why using a keyword tool like Soovle can be extra helpful.
This free platform allows you to check broad match keywords in other search engines, like Amazon for e-commerce and YouTube for video marketing .
Tips for Evaluating Negative Keywords
Once you’ve found several keywords, it becomes vital that you evaluate whether they truly meet the classification of being negative or not.
Here are a few examples of ones you might consider targeting as negative when using PPC advertising.
Services and products, Services, or Topics Unrelated
If your product, service, or topic is unrelated to your website, then use the negative keyword.
For example , if you sold video game consoles and your ad kept appearing for those interested in sofa tables.
Terms Including Big Competitors
For new businesses, competing against major brands (like Amazon or Walmart) can be tough.
Instead, you should opt to filter out search terms that relate to their website.
It might sound counterintuitive, but it is far better to block a click that probably wants to buy from the big guys anyway.
After all, they included the major retailer’s name in their search query.
Doing this can streamline your traffic and ensure you’re only getting people that have the right intent.
Super Generic Terms
Although this can connect with anyone, it is extra crucial when you sell high-end or very niche items on your website.
Blocking incredibly generic terms from showing your ad can mean not having to fund a ton of clicks for people who don’t really know what they want.
Need an example?
Consider air fryers as a generic term. While Ninja air fryers are a lot more specific.
Who do you think is ready to buy? The person who knows the brand they’re looking for or the one who is still gathering information?
This is just one of the many ways you can do that, but be sure to look at it on a case-by-case or product-by-product basis for best results.
How to Add Negative Key words in AdWords
Adding negative keywords in Adwords is not difficult.
In fact , it is simple enough that there are several different guides out there for you to follow.
For the purposes of always giving you the most updated information — even if the search engine giant changes their platform up somewhat — we’re going to share the official Google tutorial .
This is the best place to always discover the most up-to-date information about negative keywords and the ideal way for adding them to AdWords.
Wrap Up: Using Negative Key words to Improve PPC Success
In terms of running pay-per-click ads, the cost of clicks can add up really quickly.
By ensuring that you’re always attaining the right audience , it is possible to help streamline traffic and reduce wasteful ad spend.
And that’s just one of the countless ways you can use tactics like negative keywords to increase your ad performance.
We’ve put together a great guide with increased tips and tricks to ensure you’re successful with PPC .
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