How to use negative keywords in Google Ads to block irrelevant traffic and save costs

What are negative keywords?

Negative keywords are words or phrases that we use to tell Google Ads which searches to exclude from showing our ads. For example, if you sell luxury clothing but not cheap clothing, you can add “cheap” as a negative keyword to prevent your ads from showing to people searching for cheap clothing.

Why is it important to use negative keywords?

Proper use of negative keywords can improve campaign performance in the following ways:

• Cost savings: By avoiding clicks on irrelevant keywords, you can conserve your budget and use it only for relevant traffic.
• Improved conversion rate: When ads are shown to a more targeted audience, the chance of conversion is higher.
• Improve campaign quality: With fewer irrelevant clicks, your campaign quality will increase and your ad quality score will be higher.

How to choose and insert negative keywords?

To select negative keywords effectively, follow these steps:

1. Analyze the search reports

You’ll want to check which terms users searched for that led to irrelevant clicks. Google Ads search reports can help you see which searches resulted in irrelevant traffic and decide which ones to exclude.

2. Use keyword management tools

Tools like Google Keyword Planner can provide ideas for negative keywords according to different categories, which you can then exclude from your campaigns.

3. Research the competitors

Check which negative keywords your competitors are using, through external reports and analytics. Understanding this can help you improve your negative keyword list.

How to add negative keywords in Google Ads

Adding negative keywords can be done at the campaign or ad group level. Here are the steps:

1. Access your Google Ads account

Click on the campaign you want to edit, then on “Keywords” in the side menu.

2. Select “Negative Keywords”

Within the Keywords category, you will find an option to add negative keywords. Click on it.

3. Add negative keywords

You can now enter the words you want to exclude, and choose whether to exclude them at the campaign level or in a specific ad group.

summary

Negative keywords are a powerful tool that allows you to target your campaign more precisely, save costs, and increase conversion rates. By analyzing your reports and advertising negative keywords appropriately, you can improve the performance of your Google Ads campaign and ensure that you are spending your budget in the right places.

Understanding the impact of negative keywords on your campaigns

To understand the impact of negative keywords on your campaigns, it’s important to track performance after adding them. There are a few important metrics that can indicate the success of using negative keywords:

• Click-through rate (CTR): A higher click-through rate after adding negative keywords indicates that your ads are being shown to a more relevant audience.
• Conversion rate: If the conversion rate increases, it is a sign that the audience coming to your website is of higher quality.
• Advertising spend: If your spend is decreasing, it’s a sign that your ads are no longer being shown to an irrelevant audience.

How to analyze performance after adding negative keywords

Once you’ve added negative keywords, it’s important to monitor the performance of your campaigns. You can do this by:

1. Checking performance reports in Google Ads.
2. Compare performance before and after adding negative keywords.
3. Analyze user behavior on your website to see if there is an improvement in traffic quality.

Negative keywords by category

To optimize the use of negative keywords, they can be divided into different categories:

• Generic keywords: Terms like “free,” “cheap,” or “services” that can attract irrelevant traffic.
• Specific keywords: Terms that are related to products or services that you don’t offer.
• Geographic keywords: If you operate in a specific geographic area, you can exclude keywords related to other areas.

Additional recommendations for using negative keywords

To maximize the benefits of negative keywords, consider the following recommendations:

• Update your negative word list regularly.
• Experiment with different negative keywords to see what works best.
• Consider using negative keywords at different levels of your campaigns.

Final summary

Using negative keywords is an integral part of running successful Google Ads campaigns. By understanding their importance, analyzing their performance, and adding them correctly, you can improve the results of your campaigns and ensure that your budget is being used in the most effective way.