Coming Up With Negative Keywords for Almost Any PPC Campaign
Some negative keywords can apply to almost any Adwords PPC campaigns. One keyword that makes the list of most common negative keywords is ‘free’. If you are selling products or services, including ‘free’ as a negative keyword in your PPC ad campaigns immediately helps you avoid non-qualified leads. But your negative keywords ideation should not stop there.
Creating a list of negative keywords is part and parcel to good PPC management. More than likely. you’re advertising to sell something. Any word that does not sync or align with directly selling your product or service should be considered a negative keyword.
Categories of Negative Keywords
Using common sense you can easily come up with a good starting list of negative keywords. If a keyword does not indicate an intent to buy, then these need to be evaluated & considered for your negative keyword list. If the likelihood that a keyword will convert the searcher into a buyer is slim, this will make your PPC campaign very expensive.
- Brand Names – Sometimes prospects have intent to buy your exact brand. If you already rank well organically for your business brand name, then there is no need to pay for those clicks, unless you have a room in your budget and want to aggressively capture more screen real estate.
- Employment or Job Seeking – A lot of people on the internet are looking for jobs or career research. Ensure that these keywords do not trigger your ads. Consider words like: job, salary, hiring, resumes, etc.
- Education – There are also searches that relate to getting training or educational courses on your service or product. These type of keywords should also be eliminated unless you’re in the industry of providing them. Common words include: schools, education, training, universities, etc.
- Bargain Shoppers – Sometimes you may want to filter out price or bargain shoppers. Even if you offer discounts, it is good practice to create a separate campaign for your discount shoppers, and make these keywords negative for your primary campaign. Consider words and phrases such as: “lowest price,” coupons, sale, cheapest, etc.
- DIY & Hobbyists – Do it yourself searches often are indications of a person interested in handling things themselves. Some common negative keywords for this list include: “how to,” creating, building, making, etc.
- Research & Resources – Researchers have specific queries relating to process or functioning of a product. Some common ones are books, articles, definition, examples, etc.
Finding Unique Negative Keywords in Your Campaign
After you’v been running your PPC campaign for a few days or a few weeks, you can discover more negative keywords in your Search Query Report. If a particular broad match keyword is getting many impressions but few clicks, then digging into the actual typed queries helps you weed out unwanted clicks. This task should be done on an ongoing basis as part of good PPC Management.
Finding & Expanding Negative Keywords
Good PPC managers have a comprehensive strategy for negative keyword management. With over 8+ years managing PPC campaigns, we have amassed big lists of negative keywords for many different industries and businesses. You can use various free tools to expand your negative keywords list. And while this effort can be time consuming, the return in way of lowered costs, and better leads makes this a worthy investment.