How to Use Negative Keywords for Better Ad Targeting and ROI

Running an online advertising campaign can be expensive, especially when ads appear in search results that do not match what a business offers. This leads to wasted ad spend, lower click-through rates (CTR), and reduced return on investment (ROI). Businesses that want to improve their ad targeting and get better results should focus on excluding search terms that bring in the wrong audience.

What Are Negative Keywords?

Negative keywords are words or phrases that stop your ads from appearing in searches irrelevant to your business. When you add negative keywords to your campaign, you tell search engines not to display your ad when people use those terms. This helps you avoid clicks from users who are unlikely to buy from you, saving your budget for better leads.

For example, if you sell premium running shoes, you might want to add "cheap" or "free" as negative keywords. That way, your ad will not appear when someone searches for "cheap running shoes" or "free running shoes." This simple adjustment ensures that your ads are only shown to users who are more likely to purchase from you.

Why Are Negative Keywords Important?

Using negative keywords in your ad campaigns can make a big difference in how well your ads perform. Here are some key benefits:

1. Save Money by Avoiding Unnecessary Clicks

Pay-per-click (PPC) advertising means you are charged every time someone clicks on your ad. If your ad appears in searches that do not match your offer, you are wasting money on people who are not interested in your product or service. Negative keywords prevent this by keeping your ad away from irrelevant searches.

2. Improve Ad Relevance and Quality Score

Search engines like Google rate your ads based on their relevance to the search query. If your ads appear in searches that do not match what you sell, your ad might get a low Quality Score. A low Quality Score can increase your cost per click and lower your ad’s placement. Negative keywords help your ad appear in the right searches, improving your score and making your campaign more cost-effective.

3. Increase Click-Through Rate (CTR)

CTR is the percentage of people who click on your ad after seeing it. If your ad appears in searches where it does not belong, fewer people will click on it. By removing irrelevant traffic, negative keywords help increase your CTR. A higher CTR also signals to Google that your ad is valuable, which can reduce your costs and improve ad placement.

4. Boost Return on Investment (ROI)

Since negative keywords help you avoid wasting money on irrelevant clicks, your budget is used more efficiently. This means you are spending money only on users who are more likely to convert, leading to a better return on investment (ROI).

How to Find Negative Keywords

To make the most of negative keywords, you must find the right ones to exclude. Here are a few ways to do that:

1. Check Your Search Term Reports

Google Ads provides reports showing which search terms triggered your ad. Look for terms that do not match your offering. If you see searches that do not make sense for your business, add them to your negative keyword list.

For example, if you run a bakery specializing in wedding cakes, your ad might show up for searches like "how to bake a wedding cake" or "DIY wedding cakes." Since these searches indicate that the user wants to make their own cake rather than buy one, you should add "DIY" and "how to bake" to your negative keywords.

2. Think Like a Customer

Put yourself in your customer’s shoes. What words might people use when searching for something similar but not exactly what you offer? If you sell handmade jewelry, you might want to exclude words like "factory-made" or "bulk" since those customers are not looking for handcrafted products.

3. Use Keyword Research Tools

Tools like Google Keyword Planner, SEMrush, and Ahrefs can help identify related search terms. If you see words that do not fit your target audience, consider adding them as negatives. These tools also allow you to analyze competitors' ads and see their target keywords.

How to Add Negative Keywords to Your Campaign

Once you have found the right negative keywords, follow these steps to add them to your campaign.

Google Ads Instructions:

Log into Google Ads and go to your campaign settings:

• This is the first step. You need to be logged into your Google Ads account and navigate to the campaign you want to modify.

Click on the "Negative Keywords" section:

• Within the campaign settings, there will be a section dedicated to negative keywords. It might be located within a section labeled "Keywords" or something similar.

Enter words or phrases you want to exclude:

• This is where you input the negative keywords. These are terms you don't want your ads to show for.

Choose the right match type for each keyword:

• This is a crucial step. Google Ads offers different match types for negative keywords, just like for regular keywords. The most common are:
  
  • Negative Broad Match: Prevents your ad from showing when the search contains all the words in your negative keyword, regardless of order.
  • Negative Phrase Match: Prevents your ad from showing when the search contains the exact phrase, in the exact order.
  • Negative Exact Match: Prevents your ad from showing when the search exactly matches your negative keyword.

Understanding Match Types

Negative keywords work differently depending on their match type:

• Broad Match: Your ad will not show if all the words in the keyword appear, in any order.
• Phrase Match: Your ad will not show if the exact phrase appears in the search.
• Exact Match: Your ad will not show only when the exact keyword is searched.

For example, if you use broad match and add "cheap shoes," your ad will not show searches like "buy cheap running shoes" or "cheap dress shoes." If you use phrase match, your ad will be blocked only when someone searches for "cheap shoes" in that exact order.

Common Mistakes to Avoid

Even though negative keywords can help improve your campaign, misusing them can limit your reach. Here are some mistakes to watch out for:

1. Using Too Many Negative Keywords

If you add too many negative keywords, you might block valuable searches. Make sure you are not removing words that could bring in good leads. For example, if you sell wedding dresses but block the word "budget," you might miss out on customers looking for "affordable wedding dresses."

2. Not Checking Search Terms Regularly

Search trends change over time. New words and phrases become popular, and customer behavior shifts. Make it a habit to check your search term report and update your negative keywords to keep your ads relevant.

3. Blocking Important Variations

Sometimes, a negative keyword might block searches that could still be useful. For example, if you sell "leather jackets," you might block "cheap jackets," but you would not want to block "affordable leather jackets" if it still brings in potential buyers.