The Positives of Negative Keywords
Negative keywords are words that your content will avoid in search engine algorithms. SEO is all about making sure your content hits the right keywords. Not only should you target the right keywords, but good SEO also employs negative keywords to make sure you don’t end up connecting with the wrong audience.
Understanding the value of excluding keywords can help you in positive ways.
What Are Negative Keywords in Google Ads?
All search engines use an algorithm to rank pages based on keywords. We define negative keywords as keywords or phrases marketers select that are excluded from paid campaigns. Some of the most obvious examples of negative keywords are homonyms and homophones, which are words that are either spelled the same or pronounced the same.
It’s important to note, though, that negative keywords aren’t a feature of organic search. If someone types in a keyword and finds one of your blogs or service pages, that’s organic. You can only control organic results through careful keyword research and constant optimization. We do our fair share of that.
Google Ads, though, are paid slots that appear at the top of search results. Negative keywords will keep your ads from appearing on irrelevant searches. Using your marketing dollars wisely will help your business grow, and this is where a properly crafted negative keywords list comes into play.
A Few Negative Keywords Examples
Think of the word “album.” If you’re a vinyl record shop owner, ranking high for “album” would be great. But what about your ad being served for “photo albums”? While the term “album” applies to your business, “photo album” is an entirely different product. Without negative keywords, you might be bidding on terms that make no sense for your business.
Negative keywords aren’t only used to avoid confusion. If you’re trying to sell a premium product or service, you might want to add cheap, bargain, or other similar words to your AdWords negative keyword list. A successful paid strategy should focus on putting your product in front of the right customer via the right type of display ad to convert.
Related Content: Types of Display Ads
How to Add Negative Keywords in Google Ads
Luckily, adding negative keywords isn’t hard. Within the Google Ads interface, you’ll be able to select negative keywords within the keyword targeting screen. Google also allows you to add multiple keywords in a single go, so don’t be afraid to add as many as you see fit. The easiest option to handle negative keywords, as well as other Google Ads features, is to hire an agency that understands all sides of paid media and SEO.
Use your campaign results to identify more negative keywords to add to your list; watch for campaigns or keywords with exceptionally low click-through rate or session duration. If engagement metrics are poor, take a closer look at how well the keyword matches user expectations or reflects your product or service.
We’re Absolutely Positive We Can Help!
At Oneupweb, we understand that SEO and paid advertising aren’t only about being seen by the right audience. Sometimes, it’s just as important to not be seen by the wrong audience. Picking the right keywords to target is hard. Picking the right keywords to avoid can be even harder. We’re skilled at making hard stuff easy.
Whether you’re looking for help building out a negative keyword list or looking to level up your digital marketing, we’re here for you. To start on your keyword journey, contact us.