How to Create a Negative Keyword List for Better PPC Results
Negative keywords are a powerful tool in pay-per-click (PPC) advertising. They help you filter out irrelevant searches, reduce wasted ad spend, and improve your campaign's return on investment (ROI). In this guide, we’ll walk you through the steps to create an effective negative keyword list for Google Ads, Microsoft Advertising, and other PPC platforms.
What Are Negative Keywords?
Negative keywords are terms you exclude from your PPC campaigns to prevent your ads from showing for irrelevant searches. For example, if you sell luxury watches, you might add "cheap" as a negative keyword to avoid clicks from bargain hunters.
Why You Need a Negative Keyword List
A well-optimized negative keyword list helps you:
- Reduce wasted ad spend on irrelevant clicks
- Improve click-through rates (CTR) by targeting the right audience
- Boost conversion rates by attracting qualified leads
- Enhance overall campaign performance
How to Create a Negative Keyword List
Step 1: Identify Irrelevant Search Terms
Review your search term reports in Google Ads or Microsoft Advertising to find queries that triggered your ads but didn’t convert. Look for terms unrelated to your product or service.
Step 2: Group Negative Keywords by Theme
Organize your negative keywords into logical groups, such as:
- Brand terms (if you don’t sell competing brands)
- Irrelevant intent (e.g., "free," "DIY")
- Unrelated products or services
Step 3: Add Negative Keywords to Your Campaign or Ad Group
In Google Ads, navigate to Tools & Settings > Shared Library > Negative Keyword Lists. Upload your list and apply it to relevant campaigns.
Step 4: Regularly Update Your List
PPC trends change, so review your search term reports monthly to add new negative keywords and refine your strategy.
Best Practices for Negative Keywords
- Use broad, phrase, and exact match types strategically
- Leverage tools like Google’s Keyword Planner for research
- Avoid over-blocking—ensure you don’t exclude potential customers
By following these steps, you’ll create a robust negative keyword list that maximizes your PPC efficiency and ROI.