Negative phrase match: Your ad will not show if the search contains all the negative keywords if they are in the same order. The search can include additional terms, but the negative keyword must appear in the same order to be excluded from the search results. Negative exact match: Your ad will not show only if the search contains the exact negative keyword. There cannot be any additional words in the search. It may seem counter-intuitive to want to cut off large groups of people from your campaign, but adding negative keywords can help you immensely to improve your return on investment (ROI). You’ll find that there are a lot of customer behaviors and habits on the web you can use to hone your keyword list. Here are some examples of how adding negative keywords will help improve your campaigns:
Improve the quality of prospects: Negative keywords will not only reduce the number of unqualified leads in your campaigns, they will also help improve the quality of those that show up. Improve CTR: When the audience is more likely to be interested in your product, you have a much better chance of getting more impressions and increasing your CTR. Save money: Including undesirable keywords in your campaign will cost you money that you don’t need to spend. Negative keywords help keep this cost down, and they also help your ROI. How to Find Negative Keywords Google’s many tools help you find potential negative keywords by looking at some of the data that can be mined from your accounts. Google Keyword Planner Image courtesy of Google Ads The main purpose of the keyword planner is to discover keywords to bid on, but buy email list it can also be extremely helpful when you’re trying to find negative keywords. For example, if you type in “boots,”
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it will show you the aggregate number of monthly searches for that phrase and related phrases like “cowboy boots.” If you exclusively sell rain boots, you probably don’t want to target an audience searching for “cowboy boots.” Google Search Terms Report Image courtesy of Google Ads The Google Search Terms Report shows you the number of impressions, clicks, CTR, and average cost-per-click (CPC) for specific search queries. We can see exactly what search terms are causing your ads to show up. The report gives you insight into the mindset people were in that led them to your ads. By seeing the search queries people used, you can fine-tune which keywords you want to emphasize and which keywords you need to exclude. Google Search A simple Google search can be all you need to discover some negative keyword opportunities.