As I was auditing yet another Google ad account at my agency Digital Street, one of the biggest and most common mistakes that popped up once again was no negative keyword list or negative keywords added to any of the campaigns.
The ad account in question is spending $1500 a day i.e., around $45000 per month. I’ve audited 1000s of Google ad accounts and this one mistake annoys me to the hilt.
You Must Be Wondering, Why? What’s the Big Deal?
Let me explain.
First things first, let’s define what negative keywords are. Simply put, they’re words or phrases that you add to your Google Ads campaign to tell Google which search terms you don’t want your ads to appear for.
By excluding these keywords, you can save money, improve your click-through rate, and increase your conversion rate.
For example, let’s say you own an online shoe store that sells high-end designer shoes. You might want to bid on keywords like “designer shoes,” “luxury shoes,” and “high-end shoes” to attract potential customers who are specifically looking for your products.
However, you probably don’t want your ads to show up for search terms like “cheap shoes” or “discount shoes,” since those searchers are unlikely to be interested in your expensive products. In this case, you would add “cheap” and “discount” as negative keywords to your campaign.
Now, Why Are Negative Keywords So Important?
Well, let me break it down for you.
By eliminating irrelevant clicks and focusing on high-intent searchers, you’re likely to see a higher click-through rate (CTR), a lower cost per click (CPC), and a higher conversion rate. That means you get more bang for your buck and achieve better results from your Google Ads campaigns.
And who doesn’t want that?
So, How Do You Create An Effective Negative Keyword List?
Here are some steps to follow:
- Step 1: Start with a brainstorming session. Think about the types of search terms that would be irrelevant or low-intent for your business. There are certain words such as ‘free’, ‘reviews’, ‘cheap’ that we always exclude across all our accounts.
- Step 2: Use Google Ads’ Search Terms Report to see which search terms are triggering your ads. This report shows you the actual search terms that people are using to find your ads and can help you identify any irrelevant or low-intent search terms that you might have missed. At my agency Digital Street AU, we mine search terms every 48 hours. It’s part of our optimizing the ad campaigns process.
- Step 3: Add Negative Keywords to Your Campaign. Once you have your list of negative keywords, you can add them to your campaign by going to the “Negative keywords” tab in your Google Ads account.
- Step 4: Refine Your List Over Time. Remember, creating an effective negative keyword list is an ongoing process. Keep track of your campaign’s performance and adjust your negative keyword list accordingly.
In conclusion, negative keywords are a powerful tool that can help you save money, improve your ad performance, and achieve better results from your Google Ads campaigns. So, don’t neglect them!
Take the time to create an effective negative keyword list and watch your Return on ad spend (ROAS) soar.
Until next time, keep optimizing!