How to Determine Negative Keywords for Better PPC Results
Negative keywords are a powerful tool in pay-per-click (PPC) advertising. They help you exclude irrelevant search queries, ensuring your ads only appear for high-intent audiences. By filtering out unwanted traffic, you can reduce wasted ad spend and improve your campaign's return on investment (ROI).
What Are Negative Keywords?
Negative keywords are terms or phrases you add to your PPC campaigns to prevent your ads from showing for irrelevant searches. For example, if you sell premium laptops, adding "cheap" as a negative keyword ensures your ads don’t appear for searches like "cheap laptops."
Why Are Negative Keywords Important?
Using negative keywords helps you:
- Lower cost-per-click (CPC) by avoiding irrelevant clicks
- Improve click-through rates (CTR) by targeting the right audience
- Increase conversion rates by focusing on high-quality leads
- Reduce wasted ad spend on non-converting traffic
How to Find Negative Keywords
1. Analyze Search Term Reports
Review your Google Ads or Microsoft Advertising search term reports to identify irrelevant queries triggering your ads. Add these terms as negative keywords to refine your targeting.
2. Use Keyword Research Tools
Tools like Google Keyword Planner, SEMrush, or Ahrefs can reveal related search queries. Look for terms that don’t align with your offerings and add them to your negative keyword list.
3. Leverage Competitor Analysis
Study competitor ads to identify keywords they’re excluding. This can provide insights into potential negative keywords for your own campaigns.
4. Consider Customer Intent
Think about what your ideal customer is searching for. Exclude terms that indicate non-buying intent, such as "free," "DIY," or "how to."
Best Practices for Negative Keywords
- Start Broad: Begin with broad match negatives to cast a wide net.
- Refine Over Time: Regularly update your negative keyword list based on performance data.
- Use Match Types Wisely: Apply exact, phrase, or broad match negatives depending on your goals.
- Organize by Campaign: Group negative keywords logically for easier management.
Conclusion
Determining negative keywords is an ongoing process that requires regular monitoring and optimization. By systematically identifying and excluding irrelevant search terms, you can enhance your PPC performance, reduce costs, and drive higher-quality traffic to your ads.