Google AdWords: Negative Keywords for Positive Benefits

From Director’s Desk:

They say, “Sticks and stones will break my bones, but words will never harm me.” That’s a great nursery rhyme but in an AdWords campaign they surely do because words are the building block for Google AdWords. Aren’t they? If you can reach your target audiences by selecting proper set of keywords then what words to be excluded is another side of the coins that you spend for every click on your ad. And this is where negative keywords come into play so that you can reach your most interested customers at reduced cost to get the most out of every penny you spend. You just don’t want to throw away your money for people who were never your prospects. Trust me, your ad is not just another scratch card for someone!

Negative Keywords at a Glance:

So what do these negative keywords do for you? For simplicities sake, I will easily surmise it as three things for you:

  • Don’t want your ad to be shown to the people searching for or visiting website about things you don’t offer.
  • Show your ad to people who are more likely to click them.
  • Should not spend on keywords that are not going to get you any result. Just kick them out.

That’s How it’s Done:

Just knowing about negative keywords isn’t going to cut it. Hold a sword with its blade and you’ll cut yourself (I’m serious here, folks). The key in selecting negative keywords is to choose for the words that are similar to your keywords but have a totally different meaning in another context than yours. To quote it in Google’s own words:

“Let’s say you’re an optometrist who sells glasses. You’d want to prevent your ad from showing to someone searching for or visiting webpages that contain terms like “wine glasses” and “drinking glasses,” since that person isn’t likely to buy a pair of your eyeglasses.”

Why Bring it up Now?

That’s a great question, I would say. The answer to it is simple. It’s because Google recently introduced a new feature to find your negative keywords and search terms faster in the Keywords tab in AdWords. How’s that beneficial to you, you ask? Google doesn’t tell you under the hood voodoo it does in getting these negative keywords and search terms faster to you but being able to find your negative keywords quickly and effectively surely helps you to make informed decisions rather than shooting in the dark.

What are you waiting for? Just login to your Google Adwords account, click the Keywords tab, choose the keywords and run a search term report. Adwords will provide you with a very comprehensive report, by the way. Now you can even add your negative keywords from this report itself.

Don’t feel like it? Never mind! Just get in touch with us and we’ll do it for you, even your whole campaign management. What are experts there for in the end, eh?

 

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