How to Use Negative Keywords in your PPC Campaign
If you’re running a pay-per-click (PPC) campaign, you’ve likely invested time in choosing the right keywords to attract your ideal audience. But have you thought about the keywords you don’t want to trigger your ads? Negative keywords are a powerful tool in your digital advertising arsenal that can help you refine your targeting, boost ROI, and minimize wasted ad spend. Here’s everything you need to know about using negative keywords effectively.
What are Negative Keywords?
Negative keywords are search terms that prevent your ads from being triggered. When you add negative keywords to your campaigns, you’re telling search engines not to show your ads for searches that include those words or phrases. For example, if you sell premium perfumes, you may want to exclude searches like “cheap perfume ” or “class C perfumes” to ensure you’re not paying for clicks that are unlikely to convert. This feature allows you to refine your ad targeting, ensuring your budget is spent only on relevant, high-intent clicks.
Why are Negative Keywords Used?
Negative keywords are employed for a multitude of reasons, like:
Improves Ad Relevance - By excluding irrelevant searches, your ads will be shown to users who are more likely to find them useful and relevant. This improves your ad’s quality score, which can lead to lower costs and better ad placements.
Optimises Ad Spend - Wasting money on clicks that won’t convert is one of the biggest pitfalls of digital advertising. Negative keywords allow you to focus your budget on audiences that are more likely to convert, improving your overall return on ad spend (ROAS).
Boosts CTR - When your ads appear in front of the right audience, they’re more likely to be clicked. By removing irrelevant impressions, you’ll see a natural increase in CTR.
Filters Out Low-Intent Traffic - Negative keywords can help eliminate clicks from users who are unlikely to take action, such as those looking for free services or unrelated products.
Types of Negative Keywords
Negative keywords can be applied at different levels of your campaign structure, depending on the level of control you need. Here’s a breakdown:
1. Negative Broad Match
This is the default type in most ad platforms. It excludes ads for searches that include the negative keyword in any order or combination. For example, if your negative keyword is “cheap coffee,” your ad won’t show for searches like “cheap organic coffee.”
2. Negative Phrase Match
This excludes ads for searches that include the exact phrase of your negative keyword in the same order. For example, the negative keyword “cheap coffee” will block “where to buy cheap coffee” but not “cheapest coffee beans.”
3. Negative Exact Match
This type excludes ads only for searches that match the negative keyword exactly. For instance, the keyword “cheap coffee” will block “cheap coffee” but not “buy cheap coffee.”
How to Identify Negative Keywords
Identifying the right negative keywords requires a mix of research, analysis, and ongoing monitoring. Here’s how to find them:
1. Analyze Search Query Reports
Search query reports in platforms like Google Ads provide insight into the actual search terms that triggered your ads. Review these reports to identify terms that are irrelevant or unprofitable and add them to your negative keyword list.
2. Use Keyword Research Tools
Tools like Google Keyword Planner, SEMrush, and Ahrefs can help identify terms related to your target keywords. Look for keywords with low intent or unrelated meanings that should be excluded.
3. Brainstorm Common Variations
Think about common variations of your keywords that might attract the wrong audience. For instance, if you sell new electronics, you might want to exclude terms like “used” or “secondhand.”
4. Monitor Competitor Keywords
Competitor analysis can reveal terms they are targeting that may not align with your business. Add those as negatives to avoid wasting money.
Negative keywords are an essential yet often overlooked aspect of PPC campaigns. By effectively using them, you can maximize your targeting, improve ad relevance, and make the most of your advertising budget. Whether you’re a seasoned advertiser or just starting out, investing time in refining your negative keyword strategy can pay off significantly in both performance and ROI.
