By Digital Piloto | Posted on February 1, 2024
By using negative keywords, you can stop those actively searching for questions unrelated to the services or goods you offer from seeing your adverts. As a result, your company will be able to reach the largest possible audience while using your campaign budget wisely and saving money on clicks that will never convert.
To maximize CTR and conversions, understanding precisely who to target is essential for sponsored campaign success. To improve relevance and return on investment, you should target pertinent keywords and hone in on the ones you’re bidding on.
It’s reasonable to assume that generating conversions and aggressively increasing the number of paying customers are the goals of every organization. In this case, negative keywords are beneficial since they not only make your ad groups more relevant by speaking to a whole set of keywords with one ad, but they also increase the likelihood that someone would click on your ad and convert. Spending money on paid advertising is all well and good, but in the end, conversions are what matter and make a triumphant return on investment.
By ensuring that your ads only appear in response to pertinent inquiries, negative keywords can increase click-through rate (CTR). This increases the number of high-quality, relevant users who click on your ad while decreasing the number of wasted clicks. This helps your company save money and increases ROAS (Return On Ad Spend), ensuring that your advertising budget goes to the correct places and audiences.
To improve the relevancy of ad groups
Uplifted conversion rates
Enhanced Click Through Rate(CTR)
Attracting relevant users to your website
Save your spending on business
Improved Return On Ad Spend or ROAS
Negative keywords can be assigned using broad, phrase, or exact match types at the ad group or campaign level, based on which you believe is the most appropriate for that particular keyword. Understanding how each match type functions is essential to keep your negative keywords relevant and maximize their worth.
You can block your advertising from appearing for searches that contain every word in your keyword phrase, regardless of order, by using broad match negative keywords. Your advertisement might still appear for some of the terms in the phrase. For instance, if your negative broad match keyword is ‘eyewear woman,’ you may appear for searches including ‘blue eyewear woman’ or ‘woman spectacles’; however, your ad won’t appear for searches similar to ‘blue eyewear woman,’ ‘woman eyewear’ or the actual phrase, ‘eyewear woman.’
It would be best to be careful when using negative broad match keywords, as they can create hurdles in your reach. Ensure you’ve looked into all possible variations before assigning these specific keywords. You are confident you don’t want to be displayed for any topics or subjects connected to the negative term.
Negative phrase match keywords exclude your ad from the audience searching for the exact keyword phrase with additional words that might be included before or after the phrase. For say, if the negative phrase match keyword was ‘famous motivational speaker, your ad won’t be shown for searches such as ‘famous motivational speakers near me’ or ‘ top keynote speakers’; however, they could still show for searches like ‘motivational speakers’ or ‘keynote speakers.’
Since the search query must specifically cite the keyword within the search phrase, phrase match is likely the safest option. This reduces the possibility of your advertising being hidden from too many searches and makes it harder for the audience you want to reach with your ad.
Keywords with a negative exact match refrain from showing your advertisement in searches that contain the exact keyword phrase. Thus, for instance, if your negative exact match keyword is “summer holidays,” your advertisements would be omitted from people’s search results pages. ‘Summer holidays’, your ads would only be excluded from search results pages of users’ search ‘summer holidays.’ If any other variation of the phrase ‘summer holidays’ is searched by the audience, your ads will still be displayed.
You can be much more flexible with exact match terms if you have a larger budget. However, if you have a smaller one, you should use the more restrictive negative match types, such as phrase match and broad match, which can help you enhance your return on ad spend by preventing your ads from showing to the wrong audience.