Negative Keywords: An Important Attribute for Generating ROI?

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Aligning the right set of keywords is an important prerequisite for ROI generation. Likewise, determining multiple profitable keywords, which can generate higher revenues, is what drives major brands and companies nowadays. On the other hand, creating relevant landing pages and ad groups is crucial to fully leverage the offerings of paid search. That said, many marketers have to eliminate some keywords, otherwise important, because of limited campaign budgets. This is where negative keywords come into play. Without further ado, let us take a closer look at such keywords and their impact on user search trends.

What are “Negative Keywords”?

Negative Keywords are the collection of keywords that prevent your ad from getting displayed to people who search for related content. To use paid search management effectively, marketers need to expand and bid for a larger set of keywords, while simultaneously refining them to maximize relevance. Subsequently, this will go onto the impact the ROI directly. Moreover, negative keywords ensure that your ad reaches to the maximum number of potential buyers because they can be assigned to both ad group level and account. Therefore, understanding how these match types work is essential if you want to maximize the value of negative keywords in your Google AdWords and Bing ad accounts.

Benefits of Adding Negative Keywords

Google has made significant changes into its algorithm to imbibe a variety of benefits into negative Keywords, including–

Improvement of Click-Through Rate (CTR)

By making sure that the ads are based on irrelevant queries, you can help your ad get exposure through your account to fewer uninterested impressions. This implies that the CTR will improve significantly.

Creation of More Relevant Ad Groups

You can cut out the keywords that are not related to your business.  This will help secure the relevance of your ad group. Furthermore, the small and closely related ad group will allow a single message to speak to an entire group of keywords.

Investment Savings

You can avoid paying for useless clicks and save money for your business, with negative keywords. It will also help you avoid bidding against yourself, cannibalizing impressions and even watering down your keyword-level data.

Improvement of Conversion Rates

By using negative keywords, you can make sure that that your ads don’t show for terms that you know won’t convert, including the names of competitors or those that convey a complete lack of commercial intent.

Adding Negative Keywords to Your Content

Discovering and curating negative keywords can be a laborious task because it involves sitting around and brainstorming (which only gets you so far) or poring through search query reports in Google AdWords. However, you can leverage Google AdWords to cut down on the discovery process. All you have to do is, go over to the ‘Keywords’ tab in the AdWords UI at the account, campaign or ad group level. Here, the default interface will help you review the keywords that you’re bidding on (to see this information, you will need to click “Search Terms” at the top of the UI.)

Creating Lists of Negative Keywords

No matter how effective AdWords is, in exacting relevant keywords, you will need to rely on both broad and phrase match keywords to ensure adequate search volume and uncover new opportunities. However, you will have to ensure that you don’t end up competing for the same impressions across campaigns.


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