Not everyone desires an app that reminds them of their daily responsibilities or an on-demand food delivery service. It is impossible to always make everyone happy, and that’s okay. What is not acceptable is wasting resources (such as advertising funds) on an audience that is not interested in your product. What if there was a way to target only interested individuals with your advertising campaign? Here, negative keywords come into play. They ensure that your advertisements are not viewed by irrelevant traffic.
A negative keyword is a word or phrase that you wish to exclude from your advertising campaign. Negative keywords enable you to efficiently weed out audience members who are uninterested in what you have to offer, allowing you to focus on generating qualified leads. They can make online advertising more efficient and profitable if used properly.
If you want your “car insurance” ads to appear when that phrase is mentioned in a Google search, but not when someone searches for “cheap car insurance,” you can use a negative keyword to prevent your ads from appearing for the latter.
The greater the specificity of your negative keywords, the better. Being specific prevents wasting money on individuals who will never purchase your product or service, regardless of how frequently they see your advertisements.
There are three varieties of negative keywords: broad, phrase, and exact.
You can use three different types of negative keywords in your Google Ads campaigns: broad, phrase, and exact matches. Consider the negative keyword “board games” as an illustration.
Negative broad match: If the search contains all the negative keywords, even in a different order, your ad will be excluded. Your advertisement may still appear if only a few search terms are entered. Match type defaults to broad match for all Google Ads accounts.
Negative phrase match: If the search contains all the negative keywords in the same order, your ad will not appear. The search may include additional terms, but the negative keyword must appear in the same order for the results to be omitted.
Negative exact match: If the search contains the exact negative keyword, your ad will not appear. No additional words can be added to the search.
It may seem counterintuitive to exclude large groups of people from your campaign, but by including negative keywords, you can increase your return on investment significantly (ROI).
There are many customer behaviours and habits on the Internet that you can use to refine your keyword list. Here are a few instances in which the addition of negative keywords will help improve your campaigns:
Negative keywords will not only reduce the number of unqualified leads in your campaigns, but they will also improve the quality of the prospects that do appear.
Increase CTR: When the audience is more likely to be interested in your product, you have a greater chance of increasing impressions and CTR.
Save money: incorporating unneeded keywords into your campaign will cost you unnecessary funds. Negative keywords reduce this cost, and they also improve your return on investment.
Using some of the data that can be mined from your accounts, Google’s numerous tools help you discover potential negative keywords.
1. Google Keyword Planner
The primary function of the keyword planner is to discover keywords to bid on, but it can also be of great assistance when attempting to identify negative keywords. For instance, if you enter “boots,” it will display the monthly search volume for “boots” and related phrases such as “cowboy boots.” If you only sell rain boots, you likely do not want to target people searching for “cowboy boots.”
2. Report on Google Search Terms
The Google Search Terms Report displays the number of impressions, clicks, click-through rate (CTR), and average cost-per-click (CPC) for specific search queries. We can identify the exact search terms that cause your ads to appear. The report provides insight into the mental state of individuals who responded to your advertisements. You can fine-tune which keywords you want to emphasise and which you need to exclude by observing the search queries people used.
3. Google Search
A simple Google search may be all that is required to discover opportunities for negative keywords. When conducting a search for the keywords you wish to target, keep an eye out for any additional results that you will want to exclude later. For example, if you operate a record store, you might include irrelevant search terms that appear as suggestions.
Negative keywords are an essential component of any PPC campaign because they help to optimise your results, save you money, and reduce the number of unqualified leads, thereby improving your return on investment.
By incorporating negative keywords into your campaign, you can reduce the number of available searches and enhance the quality of your prospects and leads. The more specific your negative keywords are, the less money you will waste on people who will not purchase your product.
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