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Negative Keyword: How Important Are They for Generating ROI?

Posted June 8, 2018 by Abhishek Pandey @ 12:29 am

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Keyword setting is extremely important for generating ROI. But most importantly, determining the profitable keywords which can generate good revenue is the major target of the Brands and the companies. On the other hand, creating relevant ad groups and landing pages is crucial in the times of paid search. But unless you have more money, you must eliminate Some keywords and thus, searchers—who aren’t looking for the products or services you provide. That is where negative keywords come into play.

What are these Negative Keywords?

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The Negative Keywords are those set of keywords which prevent your ad from showing to people who search for content related to those words. If you are effectively using paid search management, then it means the expansion of Keywords you are bidding on while also refining the keywords you have already bid onto maximize relevance. As a result, it will directly impact the ROI. The negative keywords ensure that your ads reach the best potential audiences. These can also be assigned to the account or campaign and the ad group level. Understanding how these match types work is imperative if you want to maximize the value of negative keywords in your AdWords and Bing ad accounts.

Benefits associated with Adding Negative Keywords

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Given the change in the algorithm of Google, Negative Keywords can varieties of benefits –

  1. It Improves the Click-Through Rate (CTR) – If you ensure that your ads are based on irrelevant queries, then its getting exposed through your account to fewer uninterested impressions. This means that CTR will increase comprehensively.
  2. It Creates More Relevant Ad Groups – if you cut out the keywords which are not related to your business, it will secure the relevance of your ad group. The small and closely related ad group will allow a single message that speaks to the entire group of keywords.
  3. Saving on Investment – now with negative keywords, you avoid paying for useless clicks and save money for your business. You can also avoid bidding against yourself, cannibalizing impressions and watering down your keyword-level data.
  4. It Increases the Conversion Rates– Negative keywords will ensure that your ads don’t show for terms that you know won’t convert. Like the names of competitors or those that convey a total lack of commercial intent.

How Should You Add Negative Keywords in Your Content?

Discovering negative keywords has been a laborious process, involving sitting around and brainstorming (which only gets you so far) or poring through search query reports in Google AdWords. While using AdWords, you can add them. Go over to the ‘Keywords’ tab in the AdWords UI at the account, campaign or ad group level. The default interface here will allow you to look at the keywords you’re bidding on. To see this information, click “Search Terms” at the top of the UI.

Creating Lists of Negative Keywords

Let’s face it: an AdWords account built solely on exact match keywords probably isn’t even effective if you’re Ford or BMW. As such, you need to rely on broad and phrase match keywords to ensure adequate search volume and uncover new opportunities. There is, of course, a downside to this sort of fishing expedition: you’re probably competing for the same impressions across campaigns.

Filed under: Advertising,Brand Marketing

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