The Complete Guide to Negative Keywords
Negative keywords are a critical part of running successful PPC campaigns. They prevent your ads from appearing in irrelevant searches, saving money and improving ad performance. For example, if you sell premium products, adding terms like "free" or "cheap" as negative keywords ensures your ads only reach high-intent customers.
Key Points:
- Purpose: Blocks ads from irrelevant searches, reducing wasted spend.
- How It Works: Filters out terms unlikely to convert, like "free" or "jobs".
- Benefits:
- Cuts unnecessary costs (up to 76% of ad budgets are wasted on irrelevant clicks).
- Improves ad relevance, leading to better Quality Scores and lower CPC.
- Increases conversions by targeting qualified audiences.
- Use Cases: A plumbing service avoided "jobs" and "car repair" searches, saving money and improving lead quality.
Quick Tips:
- Regular Reviews: Check search terms reports weekly or monthly.
- Match Types: Use broad, phrase, or exact matches for precision.
- Automation: Leverage tools like Google Ads scripts to simplify management.
- UK-Specific Adjustments: Account for British spelling, currency, and regional terms.
Negative keywords ensure your ads only reach the right audience, maximising ROI and campaign efficiency.
The Complete Guide to PPC Negative Keywords [Live Account Walkthrough 👀]
Why Negative Keywords Matter for PPC Success
Negative keywords do more than just save money – they make your campaigns more effective by improving relevance and protecting your brand’s image. This section dives into how negative keywords enhance overall performance while keeping costs in check.
Reducing Wasted Ad Spend
Did you know that for every £1,000 spent on PPC, around £760 can be wasted on clicks that don’t convert? Negative keywords help eliminate irrelevant traffic, ensuring your budget is spent on users who are more likely to take action.
Take an air conditioning repair company that only handles residential properties. Without negative keywords, their ads might show up for searches like "car air conditioning repair" or "AC technician jobs." By adding terms like "car", "jobs", "careers", "certifications", and "salary" to their negative keyword list, they can avoid paying for clicks from people looking for automotive services or employment opportunities.
The savings can be massive. Customers collectively save over £16 million annually on platforms like Google and Amazon Ads by using tools to block irrelevant clicks. But it’s not just about saving money – it’s about redirecting that budget toward searches that actually generate conversions.
"Negative keywords are essential for minimising wasted spend and maximising PPC performance. By preparing in advance and regularly refining your lists, you can ensure your ads consistently reach the right audience." – Chris Cabaniss
Google PPC ads have an average ROI of 200%. However, this level of success is only possible when your ads are shown to the right people. Negative keywords play a crucial role in ensuring your budget targets high-intent searches, improving relevance, and boosting conversion rates.
Improving Ad Relevance and Conversion Rates
Negative keywords don’t just cut costs – they elevate your campaign’s overall performance by focusing on valuable traffic.
For instance, one online retailer saw a 30% increase in ROI after implementing a strong negative keyword strategy. A local plumbing service experienced a 25% rise in qualified leads after refining its list to target users genuinely seeking professional plumbing services. Even small businesses can benefit. A neighbourhood bakery filtered out irrelevant traffic and saw a 20% boost in foot traffic and a better return on ad spend (ROAS).
In the healthcare sector, Koa Health worked with ProfitSpring to optimise its PPC campaigns. By crafting a negative keyword strategy tailored to the UK healthcare market, they reduced their cost-per-lead while improving conversion rates, click-through rates, and their Quality Score.
Precision is especially critical for businesses selling premium products. For example, a luxury watch retailer might add "cheap" as a negative keyword to avoid attracting bargain hunters, ensuring their ads reach the right audience and improving ROI. Similarly, a company selling light-blocking window shades could exclude terms like "curtains" and "blinds" to avoid showing up in irrelevant searches.
Protecting Brand Reputation
Beyond the financial and performance benefits, negative keywords help safeguard your brand’s image. They prevent your ads from appearing in contexts that could confuse users or harm your reputation. For example, excluding terms like "cheap" or "discount" ensures that a premium brand maintains its positioning while avoiding irrelevant clicks.
A proactive approach here involves regularly reviewing search term reports to identify new irrelevant queries. Using shared negative keyword lists across campaigns ensures consistency and helps protect your brand efficiently.
This strategy also reduces customer confusion. Imagine an online store specialising in running shoes. By adding negative keywords like "boots" or "sandals", they can avoid showing ads to users searching for other types of footwear. This clarity not only builds trust but also ensures a better user experience, reducing the risk of disappointing potential customers.
How to Find and Add Negative Keywords
Once you’ve got the basics down, it’s time to dive into practical methods for finding and adding negative keywords. Here’s how you can use data-driven strategies to refine your campaigns and cut out wasteful spending.
Using the Search Terms Report
The Search Terms Report is your go-to tool for spotting negative keywords. It shows the exact phrases people searched before clicking on your ads.
"A keyword is what you think people will search; a search term is what they actually search for." – Michael Brenner
To access it, head to your Google Ads account and focus on areas with the biggest impact. Adam Gorecki from Intigress suggests prioritising the top search terms based on impressions if you’re short on time. Pay close attention to terms with high costs and lots of clicks, but skip over anything with just one impression or no clicks – those won’t give you much insight.
Ignoring irrelevant terms can be expensive. Take this example: a software company spent £5,000 a month on Google Ads, but nearly 40% of their budget went to searches for free tools and student versions. Once they identified these terms and added them as negative keywords, their campaign performance improved dramatically.
Look for patterns in your search terms to spot mismatches. For example, Shopify discovered their ads were showing up for "small business programmes", but most users were actually searching for training courses – not Shopify’s services.
For high-traffic campaigns, check your Search Terms Report weekly to catch irrelevant queries early. This regular habit can save you money and keep your campaigns on track. Beyond search term analysis, keyword tools can help expand your negative keyword list.
Using Keyword Research Tools
Keyword research tools are another way to uncover irrelevant search triggers. Google Keyword Planner, for instance, can highlight related terms that might seem relevant but don’t match your offerings. For example, if you sell professional accounting software, you might spot searches like "free accounting tools" or "accounting courses" – terms you’d want to exclude.
Third-party tools like SEMrush can also help by showing competitor-targeted keywords that might not work for your business. Driva, an Australian fintech company, improved their PPC campaigns by using Optmyzr‘s Negative Keyword Finder to systematically weed out underperforming keywords.
To make the most of these tools, think about terms related to your product that don’t align with what you offer. Misconceptions or related services you don’t provide can often point to negative keyword opportunities. Customer feedback is another goldmine – questions about services you don’t offer can highlight terms to exclude.
UK-Specific Considerations
When targeting a UK audience, there are some unique factors to bear in mind to fine-tune your negative keyword strategy.
Spelling differences between British and American English are a big one. For example, if you’re targeting British customers with "colour printing services", you might want to exclude "color printing" to avoid irrelevant traffic.
Then there’s the mix of metric and imperial units in UK searches. If you sell fabric by the metre, you may want to add "yards" as a negative keyword to avoid confusion.
Currency terms also matter. If your prices are in pounds, excluding searches with dollar signs or references to US pricing can help, but be careful not to block genuine UK searches.
Finally, regional terminology can trip you up. British consumers often use different terms than those in other English-speaking countries. For instance, a UK business selling "mobile phone accessories" might exclude "cell phone", and a car hire company might exclude "car rental" if it’s more relevant to UK audiences.
Understanding your audience is key. If your business serves international customers, you’ll need a broader approach, but if you’re UK-focused, tailoring your strategy to these local nuances can make a big difference. Regularly reviewing your Search Terms Report will help you stay on top of these variations, ensuring you exclude irrelevant traffic effectively.
When you’re ready to add negative keywords, you can apply them at three levels:
- Ad group level: Affects only a specific ad group.
- Campaign level: Applies to all ad groups within a campaign.
- Negative keyword lists: Can be shared across multiple campaigns.
Choose the level that fits your goals and how broadly you want to apply the exclusions.
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Advanced Negative Keyword Strategies
Once you’ve mastered the basics, advanced negative keyword tactics can take your PPC campaigns to the next level by improving both efficiency and relevance. These strategies fine-tune your campaigns for better performance.
Negative Keyword Match Types Explained
Choosing the right negative keyword match type is key to refining your campaigns. Each type offers a different level of precision, so understanding how they work can make a big difference.
- Broad match negative keywords: These block ads if all the specified negative terms appear in the search query, regardless of order. For example, adding "running shoes" as a broad match negative will block searches like "blue running shoes" or "shoes running." However, it won’t affect searches such as "blue tennis shoes" or "running gear."
- Phrase match negative keywords: These block ads only when the search query includes the exact phrase in the same order, even if other words are added before or after. For instance, using "full body massage" as a phrase match will block searches like "full body massages near me" but allow terms like "facial and back massage."
- Exact match negative keywords: These are the most specific, blocking ads only when the search query exactly matches the term. For example, an exact match for "winter holidays" will block that query but not variations like "cheap winter holidays."
| Match Type | How It Works | Advantages | Disadvantages |
|---|---|---|---|
| Broad Match | Blocks searches containing all terms in any order | Covers many variations at once | Can limit reach more than expected |
| Phrase Match | Blocks searches with the exact phrase | Reduces overblocking; safer option | Less restrictive than broad match |
| Exact Match | Blocks only exact matching searches | Provides maximum precision | Limits flexibility; needs higher budgets |
For businesses in the UK working with smaller budgets, broad and phrase match types are great for cutting unnecessary spend, while exact match works best when precision is a priority.
"Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI)".
These match types serve as a foundation for your strategy, and automation can make their application even more efficient.
Using Automation and Scripts
As your campaigns grow, manually managing negative keywords becomes impractical. Automation tools can save time and ensure consistency.
- Google Ads scripts: These coding-based tools scan your search terms and automatically add negative keywords based on preset rules.
"At the end of the day, ads scripts keep your campaigns running like a lean, mean, well-oiled machine".
- Shared negative keyword lists: These allow you to manage exclusions centrally and apply them across multiple campaigns, making updates easier.
The savings from automation can be substantial. For example, Karooya users have added more than 250,000 negative keywords through the platform, saving an estimated £12.8 million annually. AI-powered tools are also becoming better at analysing search data to identify overlooked negative keywords.
However, keep an eye out for conflicts. Negative keyword conflicts happen when exclusions unintentionally block relevant searches – often due to incorrect match type settings or changes in Google’s exact match rules.
While automation simplifies management, periodic reviews are still essential to keep campaigns on track.
Regular Updates and Performance Reviews
A good negative keyword strategy isn’t something you can set up and forget. Search behaviours change, and your campaign goals might shift, so regular updates are crucial.
Monthly reviews are widely regarded as the ideal frequency for maintaining performance. During these reviews, examine your search terms, conversion data, and customer feedback to spot new opportunities for refining your negative keyword list. Setting keyword thresholds can also signal when certain terms should be excluded.
The benefits of staying proactive are clear. For example, an online education platform improved its Quality Scores by 15% after filtering out irrelevant academic keywords. Similarly, a local plumbing service saw a 25% boost in qualified leads, and an online retailer experienced a 30% increase in ROI after refining their negative keyword strategy.
"Effective paid search management means consistently expanding the keywords you’re bidding on while simultaneously refining the keywords you’re already bidding on to maximise relevance and, as a result, ROI".
Conclusion
Negative keywords play a crucial role in fine-tuning your PPC campaigns. By filtering out unqualified traffic, they help reduce cost-per-click while simultaneously increasing conversion rates. As we’ve explored, adopting a structured approach to negative keywords can significantly improve ROI and sharpen user targeting.
"Negative keywords are a powerful tool in the PPC advertiser’s toolbox, helping to maximise ad spend, improve targeting, and increase ROI." – Shane Cousins
Consider this: 76% of an average advertising account’s budget is wasted on searches that don’t lead to conversions. By strategically using negative keywords, you’re not just cutting costs; you’re reallocating your budget to focus on prospects who are more likely to become paying customers.
Key Takeaways
The advantages of negative keywords boil down to a few key benefits. First, they enhance budget efficiency by eliminating irrelevant traffic, allowing you to invest more in leads that are likely to convert. Second, they improve targeting precision, ensuring your ads reach the right audience. This leads to higher click-through rates and better Quality Scores.
Examples from real businesses highlight these benefits:
- A home improvement retailer reduced ad spend by 18% by excluding terms like "DIY" and "tutorial".
- An online education platform saw a 15% improvement in Quality Scores after removing irrelevant academic keywords.
- An online retailer achieved a 30% increase in ROI by implementing a detailed negative keyword strategy.
Negative keywords can be applied across broad, phrase, and exact match types, each offering different levels of control over which searches trigger your ads. Regularly reviewing search term reports can uncover new opportunities for refinement, while automation tools make it easier to manage larger campaigns.
Next Steps for UK Businesses
To make the most of these benefits, UK businesses should start by reviewing their search terms reports. Look for patterns in non-converting searches, especially those tied to regional terminology or UK-specific behaviours.
"Think of negative keywords as a sharp scalpel, precisely cutting away the irrelevant traffic that clouds your PPC campaigns. By strategically wielding this tool, you focus your budget on high-value leads, enhancing click-through rates and lowering cost-per-click. Regular monitoring and adjustments guarantee your campaigns remain finely tuned, optimising ROI and ad relevance." – Bradley Inglis, echelon
Begin with broad negative keywords to filter out obvious mismatches, and then refine your strategy using phrase and exact match types for greater control. Pay attention to terms unique to the UK market that might not align with your business.
Set a schedule for monthly reviews of your negative keyword performance. Keep an eye on metrics like conversion rates, click-through rates, and cost per conversion. This ongoing process ensures your campaigns stay effective as search trends and business goals evolve.
Real-world examples show the impact of prioritising negative keywords. For instance, a local plumbing service saw a 25% increase in qualified leads, while a neighbourhood bakery reported a 20% boost in foot traffic. The common thread? These businesses treated negative keywords as an ongoing strategy, not a one-off task. For expert help in implementing these practices, The PPC Team offers detailed PPC audits and tailored advertising solutions for UK businesses.
FAQs
How do I identify the best negative keywords for my business or industry?
To pinpoint the best negative keywords, start by diving into your search term reports. These reports reveal queries that are either irrelevant or fail to convert, helping you spot patterns in underperforming terms. For instance, you might notice certain phrases repeatedly failing to drive sales or leads, making them prime candidates for exclusion.
It’s also worth exploring industry-specific jargon to weed out terms that don’t match your products or services. On top of that, tools like Google’s autosuggest and search trends can uncover commonly searched but irrelevant keywords that might be eating into your budget.
By consistently reviewing and updating your negative keyword list, you can keep your PPC campaigns streamlined, cost-effective, and laser-focused on reaching the right audience.
How can I effectively manage and update my negative keyword list for long-term PPC success?
To keep your PPC campaign running smoothly, it’s crucial to stay on top of your negative keyword list. Make it a habit to review search term reports every week. This helps you spot irrelevant or underperforming terms that might be wasting your budget. Using shared negative keyword lists is a smart move too, as it allows you to apply exclusions across multiple campaigns, saving both time and effort.
Don’t stop there – keep an eye on your campaign performance and tweak your exclusions as needed. User behaviour and business goals can shift, so your strategy should adapt accordingly. Also, experiment with adding new negative keywords to fine-tune your targeting. This ensures your ads are shown to the right audience, keeping your campaign effective and efficient.
What are the different types of negative keyword matches, and how do I choose the right one for my PPC campaign?
Negative keyword match types help you control how specific or broad your exclusions are in a PPC campaign:
- Broad Match: This filters out a wide range of search terms connected to your negative keyword, making it the most inclusive option for blocking irrelevant traffic.
- Phrase Match: Stops searches that include the exact phrase of your negative keyword, offering more focused control.
- Exact Match: Only blocks searches that match your negative keyword exactly, making it perfect for pinpointing specific terms to exclude.
When deciding which match type to use, think about your campaign’s objectives. If you need to eliminate a broad category of irrelevant searches, broad match is a good fit. For situations where certain phrases are causing issues, phrase match provides better precision. Opt for exact match when you want to block only highly specific terms that don’t align with your business.
