How to Use Negative Keywords

Trada is doing a blog post series on keywords. Previously: Intro to Keywords, Exact Match vs Broad Match vs Phrase Match. Next week: Keyword Generation Tools. Join Trada for an upcoming webinar on Crash Course on Keywords - Weds., Dec. 15 at 11 am MT.

Last week we talked about how broad match keywords are great at driving traffic but the traffic isn’t very targeted. Negative keywords can be the tool to sharpen the targeting of broad match keywords.

What is a negative keyword? Once you enter a negative keyword into an ad group or campaign it means your ad isn’t triggered when that search term is used. To create negative keywords, put a negative sign in front of your keyword or keyword phrases.

Benefits of Using Negative Keywords

• More targeted traffic
• Higher Google Quality Score
• Less wasted ad spend
• More conversions

How do you find negative keywords? Tips for coming up with negative keywords.

1. Start With Current Traffic – Start by looking at what paid search keywords are delivering clicks. Are they targeted? Are you receiving clicks for Nike sneakers when you don’t sell Nike sneakers?

2. Google Analytics – Take a look at your internal Google Analytics keywords. What keywords drive traffic to your site that you wouldn’t want to pay for? You can look at both organic keywords and paid search keywords.

3. Keyword Generation Tools – My very first time I pulled together a keyword generation tool and I used every suggestion they gave me. As my co-worker told me, if it was that easy, anyone could do paid search. But all of those unrelated keywords? Turn them into negative keywords.

Wordstream also has a negative keyword generation tool. When you enter pet supplies, it helps you determine which generated keywords aren’t relative.

Keep working on your negative keyword list regularly. Non-targeted keywords are like weeds that never go away and waste valuable ad spend. You have to stay on top of your negative keyword list to ensure traffic is targeted.

What tips and tricks do you have to use and generate negative keywords?