Negative Keywords will increase your CTR, avoid irrelevant traffic, and give the slip to non-converting, trigger happy searchers!
A note before you get Negative KeyWord Happy:
If your campaigns are not getting enough data to warrant a change, you don’t want to inundate them with Negative Keywords and lose out on some traffic that you may desperately need. This doesn’t mean you should let shoe shoppers click on your leather purse ads, it just means you should hold off on cutting the amount of impressions you have until you are familiar with the campaign’s performance and are able to get enough data. Negative Keywords are just like everything else in pay-per-click: they require research and, most importantly, knowing your industry and its searchers. There are 4 main tools that will help identify the perfect Negative Keywords.
4 Negative Keyword Identifiers:
You know your searchers, your site, and what products you offer (at least you should). Use that knowledge to add some Negative Keywords that you know will bring in the type of clientele you don’t want. For example, if you are strictly a dog groomer, you should get rid of any searches dealing with the more popularly groomed animals like horses and cats. Using your impressive gray matter will also enable you to find out what synonyms or related terms you should include in your list as well. For example, if you are adding “jobs” to your Negative Keyword list, you will most likely want to include career, hiring, resume, etc.
Google Preview Tool
This is a great tool to find out what kinds of sites and ads your more popular keywords are pulling up. Aside from your great brain power, the Google Preview Tool is the best means of identifying keywords that are lowering your CTR and wasting your money. This tool also enables you to “search” from any targeted area without costing you impressions or costing you a click if you have an itchy trigger finger hovering over your ad. This will help you get a handle on the local searches in an area as well.
After searching for “Pet Grooming,” because you know what services you don’t offer, certain words should pop out to you when you use the Google Preview Tool:
It may not have crossed your mind that people looking for a career or supplies would search for pet grooming, but if you’re strictly a dog groomer, you’ll want to ensure these searchers don’t click on your ads.
Just by using the Google Preview Tool, we are able to create a great list of Negative Keywords:
Google KeyWord Tool
The Google Keyword Tool is another great way to eliminate irrelevant searches from finding your ads. While you have most likely used this tool to find keywords you would like to focus on, you should also be able to identify keywords that are related to your industry but are services you either don’t offer or don’t want to focus on. Make sure to include these keywords in your list of Negative Keywords.
Search Query Report
The Search Query Report is a great tool on quite a few different levels. When it comes to Negative Keywords, it is a great source for identifying searches that led to a click but you know won’t convert. You can use these non-converting keywords to further populate your Negative Keyword list as well.
Using these 4 Negative Keyword identifying methods will ensure that you are getting the most relevant and valuable traffic. As you continue to add to your Negative Keywords list, you will see your CTR rise and your campaigns improve.