Rocco A. Baldassarre
Negative keywords are an essential part of any PPC account. Adding negative keywords to your account will help filter out irrelevant traffic, but if all you are doing is running a search query report and adding the strange/odd searches to your account, you’re missing out on a lot negative keywords that could potentially save you a lot of money. Having an effective negative keyword strategy is one of the pillars of a successful PPC account. Negative keywords, implemented correctly will save you money, increase the relevancy of your audience and improve your click-through rates.
Here is a list of main considerations when working with negative keywords. Hopefully those of you new to the PPC industry will find some benefit in reviewing these tips.
They should also serve as a good refresher for more experienced managers.
1. Whenever you are researching keywords to include to your account, you ought to also be looking for possible negatives.
2. Make the most of Negative Keyword Match Types. Google offers three negative keyword match types and you should exploit each and every one of them in your account to better target your audience.
3. Positive keywords in given ad group can be negative keywords in another one. This will help you top develop a preciser targeting and aim to better quality clicks.
4. Review Your Negative Keywords. Review your negatives at least once per month, more frequently if there are a lot of people working in one account. It’s not unusual to come across a negative in an account that is blocking relevant traffic: It could have been an uploading error, or you could just become conscious a keyword you thought you didn’t want to show a while back could now generate leads. Whichever way, it’s always an excellent idea to review your negative keywords habitually so you aren’t blocking potentially converting traffic.
5. Distinguish between Campaign and Ad Group level negatives
You can include keywords into your account at either the campaign or ad group level. Knowing where to put them is a central part of having a successful negative strategy. Wide sweeping terms for products or items you don’t put up for sale will almost certainly want to be added in as campaign negatives. More targeting and product specific negative keywords are ideal as ad group negative keywords.
6. Use negatives to draw your audience to the exact places
Make use of negative keywords to direct audiences to the right part of your website and to steer clear of overlap. If you have definite campaigns for explicit products, make certain to take account of them as negatives in other individual campaigns.
7. Don’t include excessively numerous keywords all at once without carefully reviewing them.
This is relevant for the most part for big accounts where it makes sense to do huge audits and bulk negative keyword uploads. You can do more damage than good by adding together all your negative keywords all at once without carefully reviewing them all. If your account encounters problems, you will find it hard to pinpoint precisely which negative keywords caused the problem and will have to take every one of them out once more.
8. Use Negative Keyword Lists to save time
Negative keyword lists are the easiest way to manage account wide negative keywords and they are really effortless to set up if you haven’t by now done so.
Go into your Shared Library and choose your ‘Campaign negative keywords’.
At this point click to put in a new list.
You can add in all the negative keywords you never want your ads to show for. It could be that your company has a similar name to an unrelated product or service.
Here’s where you save yourself time and effort – you can now easily apply that list across as many campaigns as applicable without having to do a lot of copying and pasting. For any new campaigns you set up, you can go back and add to your list of campaigns covered by your negative keyword list really easily.
9. Check on your existing negatives
Take some time every month to go over your existing negative keywords to make sure that you aren’t blocking any traffic that is now relevant to you. Checking your existing negatives is also the easiest way to see what you might be missing!
10. Use enough data
Make sure you don’t start adding in keywords because they haven’t converted for you lately – look back far enough to take account of seasonal trends over the year.