A strong negative keyword strategy is key for running a successful paid search campaign. Implementing this is an effective way to reduce your wasted ad spend and boost campaign performance. By blocking irrelevant searches, negative keywords ensure your ads reach the right audience. Let’s explore why these keywords matter and how you can use them to boost your paid search performance.
What are negative keywords?
Negative keywords are terms that prevent your ads from showing up for irrelevant searches. For example, a sandwich shop wouldn’t want to show up for “running shoes”. By adding these terms to your paid search strategy, you’ll optimise your budget, improve ad relevance and boost overall campaign performance.
Use match types for negative keywords
There are three main match types for negative keywords, and each giving you a different level of control:
- Broad Match: Excludes searches that contain all of your negative keywords, in any order, even if additional words are included.
- Phrase Match: Excludes searches that include your exact phrase, even with additional words before or after.
- Exact Match: Excludes searches that match your exact term, in the same order, with no additional words.
How to identify negative keywords
Finding the right negative keywords requires ongoing analysis. Here’s how you can do it:
- Keyword Research: Spot low-value or irrelevant terms that don’t align with your business using tools like Google Keyword Planner.
- Manual Search: Look on Google for unwanted terms related to your products or services.
- Google Ads Search Term Reports: Check which queries triggered your ads and exclude irrelevant ones.
- Competitor Research: Look at competitors’ lists for negative keywords you might want to add.
Build and categorise your negative keyword list
Once you’ve identified your negative keywords, categorise them by adding them to your Google Ads account through the Search Term Report or Dashboard. Use n-gram analysis or multiple-word negatives for more precise targeting and efficiency. Instead of adding keywords individually to each campaign, use shared lists across multiple campaigns. Also, create a list of common negative keywords and apply it across clients. Finally, apply your negative keywords at the campaign-level for broader exclusions or at the ad group-level for more control.
Best Results
Consider adding both singular and plural forms of keywords, and be careful when using symbols like ampersands, accent marks, and asterisks. Experiment with different match types and regularly review search term reports to identify and remove low-performing keywords, enhancing your ad targeting. Continuously monitor and optimise your list to block irrelevant queries and keep your campaigns on track.
Conclusion
Negative keywords are a crucial part of your paid search strategy. By carefully selecting and managing them, you can improve your overall campaign performance.
Need help managing your paid search campaigns? Let us know—we’re here to help.
The PK team.