That brief moment of excitement when someone clicks on your ad can quickly be diminished when you realize that they aren’t the type of lead that you’re looking for. If you’re getting more clicks than usual from customers who aren’t the kind of leads that you’re looking for, you might want to look into whether your ads are showing up for unwanted search queries.
If you’re finding that your ads are showing up for search queries you don’t want them to, the culprit might be the lack of negative keywords on your account.
What are negative keywords?
These are a set of keywords or phrases that you don’t want your ads to pop up for. When you identify a set of negative keywords, you can control which search queries your ads will (and won’t) show up for.
The negative keywords for you may vary according to the type of business, campaigns, and type of ads that you run.
However, there are some common keywords like ‘job search’ that we can be included in the overall negative keywords set — you can read more about this general list below.
What will happen if negative keywords are not included in your campaign?
Your ad campaign will run for unwanted search queries and you will lose money. If a user clicks on your ad and exits from the landing page quickly, it will trigger a false alarm to Google which may lead to lower the quality score of your landing page.
Advantages of Adding Negative Keywords
- High-quality traffic
- Lower cost per lead
How can you find negative keywords?
The best way to find negative keywords is by using that Google Ads Keyword Planner — this process is just like finding the actual keywords for running PPC campaigns. You should know the goal of the campaign to find the negative keywords, and choose keywords that you don’t want to show your ads. You can also use tools like SEMrush or Ubersuggest to find similar keywords.
You can also find negative keywords from search reports generated after running your ads for a while. Sometimes, you can run a test campaign to find where you’re losing money. From this report, we will get a detailed view of search queries that have triggered your ads.
Google’s search term report has a variety of sorting options, so you can easily sort the search queries by maximum impressions and clicks. Allowing you to view the keywords that your ad has shown up for, it’ll also give you insight into the clicks that were generated from these impressions. From this report, you can easily view and select the keyword(s) that generated unwanted clicks, and add them to your list of negative keywords.
How to Add Negative Keywords in Google Ads
- When you log in to your Google Ads account you will land on the Accounts tab
- Open the campaigns tab, just next to the accounts tab
- Then select your campaign from it (on the top left corner of the console)
- It will take you to the campaign management page
- On the submenu choose ‘keywords’ tab
- Then a new menu will appear just below the keywords menu
- From the keywords menu choose ‘Negative keywords’
- A new text box will appear on the right side of the browser (on campaign level setup)
- Enter your negative keywords in this text box and click save.
- Negative keyword filter will be activated in your campaign.
Common Negative Keywords
According to the business and the people we are targeting negative keywords will keep changing.
Negative Keywords by Industry
Job seekers Keyword
14% of all total internet traffic is generated from job search related keywords, so there’s a good chance of unwanted visibility of your ads to job seekers.
If your campaigns objective is not related to recruitment or talent acquisition, add these to your set of negative keywords:
- Full time
People who are looking for information are not are actually potential customers. Think of them as window shoppers who aren’t really searching for potential results.
For example, assume that you sell shoelaces and there’s a high volume of people searching for shoelacing techniques. These searches are intended for retrieving information and are unlikely to result in a purchase; the chances of getting a qualified lead from these types of clicks is very low.
These keywords will keep these types of leads away from your ad campaigns:
- What is
- What are
- How do I
If your ad isn’t targeting the education and learning sector, think about using some of these negative keywords to avoid having your ad show up for people who are less likely to convert:
People looking for Do it yourself(DIY) projects are more likely to create thing using their household goods so they won’t prefer to buy products from our clients. Make sure that our ads are not running on their search screens.
- How to
- How can
- Where can
Price shoppers Keyword
There are a lot of people who do window shopping online. These customers are just looking to shop around and get a feel of the market; they’re looking for pricing details, these people don’t intend to buy products but rather, they want to compare the online and offline prices.
If your ad isn’t focused on e-commerce and you don’t want visitors looking for prices or quotes, you should avoid using the following keywords:
Negative Keywords for B2B technology
Technology companies run ads for lead generation, so the target keywords should be specific to the services they provide. the search queries searching for information about blogs and articles has a less chance for conversion so these keywords need to be filtered from Search Ads.
If our clients are related to technology and they are providing SaaS services you can add these keyword associated with the services our client provide.
The negative keyword listed in this article are battle-tested in several campaigns. When it comes to your ad campaigns, adjust the keywords accordingly; do proper keyword research before starting your campaign, and remember that sometimes it takes a little trial and error.
For more information about how you can use negative keyword lists and other techniques to get more conversions, call TechWyse Internet Marketing at 866.288.6046 or contact us here.