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Google Adwords Guide II – Why use negative keywords

When you run a Google AdWords campaign, it’s important to include negative keywords. You should consider using negative keywords if some of the keywords or keyword phrases in your campaign are broad and generic. Negative keywords will prevent an ad from showing on a publisher’s website if the negative keywords are in the search phrase/text area that Google uses to match ads and content.

By using negative keywords, you’ll reduce the number of clicks that wouldn’t convert into sales anyway. On top of that, your ad’s overall CTR (click through rate) will be much higher because there will now be fewer internet users who will see your ad but not click. The higher CTR will result in the ad receiving a higher position without the need to work with higher CPC (cost per click) bids.

In your Google AdWords campaign you can add negative keywords by following the “No campaign negative keywords. Add” link. On the next page you can add your negative keywords. The negative keywords you select in this section will be applied to all ad groups in this campaign. Therefore, you need to be careful when selecting negative keywords to avoid having a negative impact on your overall campaign.

An example of using negative keywords would be the following. Let’s say you sell baby cloth diapers. Using Overture’s keyword tool, you search for diapers and get the following results.

183844 diaper

80390 adult diaper

74619 diaper bag

19184 diaper cake

13684 girl diaper

12509 cloth diaper

3968 diaper punishment

3108 huggies diaper coupon

http://inventory.overture.com/d/searchinventory/suggestion/

Assuming the word “diaper” is one of the keywords you use, you can say that it would be involved in keyword phrases that don’t apply to the product you’re trying to sell “cloth diapers.” Therefore, it is recommended to add something to your negative keyword list that does not match your target group at all. In this example, I would recommend excluding “adult diapers”, “diaper penalty”, and “Huggies diaper coupon” and setting them as negative keywords. No one searching for adult diapers would now see your ad, and therefore wouldn’t risk that search ending up clicking on your ad and wasting their money.

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