Pay-per-click (PPC) advertising has become a popular digital marketing strategy for businesses of all sizes. It provides an efficient way of reaching a target audience and generating leads. However, without proper planning and execution, your PPC campaigns may end up being expensive and ineffective. One of the critical factors that can help you optimize your PPC campaigns is the use of negative keywords.
Negative keywords are an essential tool in PPC advertising that allows you to refine your target audience and reduce unnecessary clicks. In this article, we will dive deeper into negative keywords, their importance, and how to use them in your PPC campaigns to get better results.
What Are Negative Keywords?
Negative keywords are terms or phrases that you can exclude from your PPC campaigns. When you add negative keywords, your ads will not be displayed to users searching for those specific keywords or phrases. For example, if you sell luxury watches, you may add “cheap” or “affordable” as negative keywords, so your ads do not appear when someone searches for those keywords.
Negative keywords can be added at the Campaign or ad group level, and they apply to all the keywords in that Campaign or ad group. Negative keywords are an essential component of PPC advertising, as they help you control the traffic to your website and ensure that the right people are seeing your ads.
What Do Negative Keywords Do In PPC?
Negative keywords help you improve the relevancy of your ads by ensuring that they are being shown to the right audience. By excluding irrelevant keywords, you can reduce the number of clicks on your ads, which in turn reduces your overall cost per click (CPC).
For example, suppose you are running an ad campaign for a high-end restaurant and want to target customers looking for fine dining experiences. In that case, you may want to add negative keywords such as “fast food” or “casual dining” to exclude people who are not your target audience. This will help you reduce the number of clicks from people who are not interested in fine dining experiences, thereby improving the performance of your ad campaign.
Different Types Of Negative Keywords:
There are different types of negative keywords that you can use in your PPC campaigns, depending on your business needs. Here are some of the most common types of negative keywords:
- Broad Match Negative Keywords:
This type of negative keyword excludes all search queries that contain the specified keyword, regardless of the order or presence of other keywords in the search query.
- Phrase Match Negative Keywords:
This type of negative keyword excludes search queries that contain the specified keyword in the exact order and phrasing.
- Exact Match Negative Keywords:
This type of negative keyword excludes search queries that contain the exact keyword or phrase you specify.
- Negative Keyword Lists:
You can create a list of negative keywords that can be applied to multiple campaigns or ad groups.
Benefits of Negative Keywords In Your PPC Campaigns:
Using negative keywords in your Pay Per Click advertising campaigns can bring several benefits to your business. Here are some of the key benefits:
- Cost Savings:
By excluding irrelevant keywords, you can reduce the number of clicks on your ads, which in turn reduces your overall CPC.
- Improved Click-Through Rates (CTR):
By showing your ads to the right audience, you can improve your CTR and conversion rates, leading to better ROI.
- Better Ad Relevancy:
By excluding irrelevant keywords, you can ensure that your ads are more relevant to your target audience, improving their overall effectiveness.
- Better Quality Score:
By improving your ad relevance and CTR, you can improve your Quality Score, which can lead to better ad placement and lower CPC.
How To Find Negative Keywords:
Finding negative keywords requires research and analysis. Here are some tips to help you find negative keywords for your PPC campaigns:
- Use Keyword Research Tools:
Use keyword research tools such as Google Ads Keyword Planner, SEMrush, or Ahrefs to identify keywords that are irrelevant to your business or have a low search volume.
- Analyze Search Query Reports:
Review your search query reports to identify search terms that triggered your ads but were irrelevant to your business.
- Analyze Your Website Analytics:
Analyze your website analytics to identify keywords that are not relevant to your business but are still driving traffic to your website.
- Use Negative Keyword Suggestions:
Many PPC platforms offer negative keyword suggestions based on your Campaign’s search terms. You can use these suggestions to identify irrelevant keywords to exclude.
How To Apply Negative Keywords To The Campaign?
Once you have identified negative keywords, you need to apply them to your Campaign. Here’s how you can add negative keywords to your PPC campaign:
- Add Negative Keywords At The Campaign Level:
Go to your campaign settings, select the “Negative Keywords” tab, and add the negative keywords that you want to exclude from your Campaign.
- Add Negative Keywords At The Ad Group Level:
Go to your ad group settings, select the “Negative Keywords” tab, and add the negative keywords that you want to exclude from that ad group.
- Use Negative Keyword Lists:
Create a negative keyword list that you can apply to multiple campaigns or ad groups.
- Review And Refine Your Negative Keyword Lists:
Regularly review your negative keyword lists to ensure that they are up-to-date and relevant to your business.
Negative keywords are an essential component of PPC advertising that can help you improve the relevancy of your ads, reduce unnecessary clicks, and save costs. By excluding irrelevant keywords, you can ensure that your ads are being shown to the right audience and improve your ad performance. To find negative keywords, you need to conduct keyword research, analyze your search query reports, and review your website analytics. Once you have identified negative keywords, you can add them to your Campaign or ad group at the campaign or ad group level. Regularly reviewing and refining your negative keyword lists can help you ensure that your ads are being shown to the right audience and improve the overall effectiveness of your PPC campaigns.
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