LET'S START WITH UNDERSTANDING BRIEFLY ABOUT THE NEGATIVE KEYWORDS
Negative keywords are actually very beneficial when it comes to Digital Marketing. It can broaden the area of the potential audience.
Negative keywords work in order to prevent the campaigns arranged by you/your company to be visible to the non-interested audience, which in turn gives your campaign the chance to be reachable to the more potential audience.
This also makes sure to use the budget effectively.
To maximise the ROI (Return on Investment), a good digital marketer should know the ways to add relevant keywords in the running advertisement campaigns. This way, the number of conversions increases.
ADVANTAGES TO USE NEGATIVE KEYWORDS
Every business is running to earn profit. Again, the goal of running any advertisement is always to generate more conversions and add an effective number of buyers to the list. This is where the role of the negative keywords comes into play. Using these keywords increases the relevance of your campaigns and increases the effective number of clicks on the ad campaign which can actually lead to conversion.
The use of negative keywords not only makes sure to use the budget effectively but also maintains (or improves) the Return on Ad spend, making the ad focused on interested people and in the right location.
Making points of its utilisation as follows:
- Improves Return on Ad Spend (ROAS) (discussed above)
- It also increases the CTR (Click Through Rate)
- Leads to more number of conversions
- Utilises the budget effectively
- Makes the advertisement more focused and is reachable only to the interested audience.
IDENTIFYING THE NEGATIVE KEYWORDS
There are a lot of ways to identify the negative keywords. The most common identifying method is to find the keyword from the google searches manual or you can also go through the search term report analysis.
It is important to identify such keywords to save money and time and also to optimise the efforts of Pay Per Click marketing.
CAN WE IDENTIFY THE NEGATIVE KEYWORDS AT THE INITIAL STAGE?
To understand the language and needs of your audience, especially the choice of words that can be used to find your product or services, it is very important to conduct the negative keyword research from the start only.
A good keyword search will involve thorough analysing, comparing, and prioritising the ideal keywords for your website and running ad campaigns.
Let us understand the process of keyword search from an example.
Suppose we are running a business to sell ‘high heeled shoes’ then we definitely need to avoid using the words like ‘running shoes’ or ‘sports shoes’ or ‘sneakers’ or ‘dancing shoes’. But these keywords can be used in our negative list to prevent unrelated audience see our ads.
In different ways, there comes one more known as MANUAL SEARCHES
It is always advised to run a quick google search on google for the first top 10 keywords which will also help you understand which keywords you need to avoid. In the search results, mark the unrelated words and add them to your negative keywords list for a better result.
HOW DOES GOOGLE ADS SEARCH TERMS REPORT WORK?
Steps to use it:
- Look for the different search term reports in your Google Ads Manager Account
- Select a date of your choice to run the ads
- Download all the results displayed on your screen
- Now, customise all the column sets - tracking specific performance, rates of conversion, metrics of attributes, etc.
- After a thorough analysation, add the negative keywords in your Google Ads account.
After the above steps are done, make sure to review your ad campaigns on a regular basis. It will prevent any irrelevant searches, wastage of budget and clicking on the ads by the non-interested customers. It becomes difficult to manage and review the search term reports if they are left for a longer period of time.
Make sure to add the keywords related to your competitors in the list of negative keywords to avoid any type of clash. Manage all your negative keywords in different groups.
NOW COMES THE PART TO ADD THESE KEYWORDS TO THE GOOGLE ACCOUNT
- Open your google Ads Manager Account
- Look for the ‘Keywords section’ on the left hand side panel.
- Under that, look for ‘Negative Keywords’ panel
- Locate the ‘+’ blue coloured symbol of ‘addition’.
- Click on it and add the negative keywords into your list.
- Now, you will be able to view all your negative keywords added in the section of negative keywords.
DIFFERENT TYPES OF MATCHES FOR THE NEGATIVE KEYWORDS
- BROAD MATCH
They allow you to prevent your campaigns from showing searches which include each and every word of your keyword phrase to the irrelevant audience. It is advisable to be careful while using the negative broad match keywords as they might limit your audience. Make sure that all the variants used are well researched and be very certain about the subjects which you do not want to be shown through your ad campaigns.
- PHRASE MATCH
These prevent people who are searching for the exact keyword phrase as used by you in the ads but with some additional words to see your ad campaigns.
Phrase match is considered to be the safest option for any type of search query usually searched over google.
They prevent your ad campaigns from being searched by too many people and filters out the best possible and potential audience for you.
- EXACT MATCH
They prevent your ad campaigns to be visible to those who are using exact same negative keywords as chosen by you.
For example, let us say that your exact match negative keyword says ‘summer holidays’ then all the people searching for the exact keyword ‘summer holidays’ will not be able to see your ad campaigns, thus preventing a lot of time and money from getting wasted.
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