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How To Use Negative Keywords To Reduce PPC Cost

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Why negative keywords? Is there any way to focus your ad campaign works only on interested people? Is there any way you can save your hard-earned money from being wasted on audiences who are not searching for your product or service?

When it comes to digital marketing, choosing the right keywords is crucial for the success of any campaign. Traditionally Keywords are the words or phrases that people type into search engines to find what they are looking for. By targeting the right keywords, businesses can attract the right audience and drive traffic to their website.

What are negative keywords?

There is an interesting aspect of keyword selection that is often overlooked – negative keywords i.e. non-positive keywords or non-traditional keywords.

Use of negative keywords is important in order to boost up conversion by reducing the clicks which are not meant  for products offered by you.

Negative keywords are those words or phrases that you do not want your ads to show up for.

These are essential words in any successful search engine marketing campaign. By including these non-positive keywords in your campaigns, you can ensure that your ads are only displayed to relevant, interested users, ultimately leading to higher conversion rates and a better return on investment(ROI). By using non-traditional keywords, you can filter out unwanted traffic and focus on attracting the right customers.

How to find negative keywords

To create a successful negative keywords list, start by identifying traditional or positive keywords that are similar to your target keywords, but may cater to customers who are actually searching for a completely different product or service. This way, you can be sure to exclude any potential customers who might be looking for what you have to offer.

Types of negative keywords

There are three types of negative keywords:- broad, phrase, and exact match negative keywords.

Negative broad match keywords

Broad-match keywords are important for avoiding irrelevant traffic. By excluding specific terms from your search engine optimization campaign, you are reducing the chances that your website will be found by users looking for content on those topics.

Negative Phrase Match Keywords

If you’re looking for an ad that won’t show up when someone searches for your specific keyword phrase, then a negative phrase match setting is perfect for you. This setting allows you to exclude your ad for searches that include additional words, or in any order other than the exact keyword phrase. This way, you can ensure that your ad is only seen when someone is specifically searching for your product or service.

Negative exact match

If the search contains the exact keyword terms, in the same order, without extra words your ad won’t show. Your ad may still show if the search contains the keyword terms with additional words. This means that you’ll need to make sure that your ad is keyword rich to ensure that it shows.

But how do you effectively use negative keywords to create a positive impact on your campaigns?

Here are some tips to get started

Selection of negative keyword

The first step to using negative keywords effectively is to identify the keywords that you don’t want your ads to show up for.

Identify the right negative-keyword for your campaign

Identifying the right negative keyword is important. These can include misspellings, irrelevant terms, or general phrases that have nothing to do with your business.

For example, if you sell shoes online, you might want to include negative keywords like “free,” “cheap,” and “used,” as these terms could attract price-sensitive shoppers who are unlikely to convert.

To find the right negative keywords, start by analyzing your search queries report in Google Ads. This report shows you the exact phrases that users typed in to trigger your ads. Look for irrelevant or unrelated terms and add them to your negative keyword list.

You can also use tools like the Google Keyword Planner to identify potential negative keywords. Simply enter your target keywords and the device will generate a list of related terms and phrases that you can add to your non-traditional keywords list.

Use negative-keyword lists to streamline your campaigns

Once you’ve identified the right negative keyword for your campaigns, you can use negative keyword lists to streamline your targeting. Negative keyword lists allow you to apply negative keywords to multiple campaigns or ad groups at once, saving you time and effort.

To create a negative keyword list, go to the Shared Library in your Google Ads account and select “Negative Keywords.” Click the “+List” button to create a new list and add your negative keywords.

You can then apply the negative keyword list to your campaigns or ad groups by selecting the “Keywords” tab and clicking the “+Negative Keywords” button. Simply choose your negative keyword list from the dropdown menu and click “Apply.”

Use negative-keyword to exclude irrelevant traffic

One of the main benefits of using negative-keyword is that they allow you to exclude irrelevant traffic from your campaigns. By adding negative-keyword to your campaigns, you can ensure that your ads are only displayed to users who are interested in your products or services.

For example, if you’re running a campaign for a luxury fashion brand, you might want to exclude negative-keyword like “cheap” or “discount” to exclude budget-conscious shoppers from your targeting. This will help you focus on high-quality traffic that is more likely to convert.

Monitor your negative keywords performance

To make the most of your negative-keyword, it’s important to regularly monitor their performance and adjust your list as needed. This will help you fine-tune your targeting and ensure that you’re getting the best results possible.

To monitor your negative keyword performance, go to the “Keywords” tab in your Google Ads account and click the “Segment” dropdown menu. Select “Keyword Type” and then choose “Negative.” This will show you how your negative keywords are performing and allow you to see which ones are driving the most traffic.

If you notice that certain negative-keyword are driving a lot of traffic, you may want to consider removing them from your list. On the other hand, if you see that certain negative keywords are not performing as well as you’d like, you may want to add more of them to your list to further refine your targeting.

Save money on your ad spend

Another benefit of using negative-keyword is that it can help you save money on your ad spend. When your ads show up for irrelevant searches, you are likely to get a lot of clicks from people who are not interested in your products or services. This can lead to high bounce rates and low conversion rates, which can be costly for your business.

By using negative-keyword, you can filter out these unwanted clicks and focus on attracting the right customers. This can help you save money on your ad spend and get a better return on investment.

Improve the quality score of your ads

The quality score of your ads is an important factor that determines how much you pay for your ads and how often they show up in search results. Google uses a variety of factors to determine the quality score of your ads, including the relevance of your keywords, the quality of your landing page, and the overall user experience.

By using negative-keyword, you can improve the relevance of your ads and increase your quality score. This can lead to lower costs per click and higher ad placements, which can have a positive impact on your overall digital marketing efforts.


In conclusion, using negative keyword is an effective way to create a positive impact on your advertising campaigns. By adding negative-keyword to your campaign, you can exclude irrelevant or unqualified traffic from your ads, resulting in higher-quality leads and conversions. This ultimately leads to a better return on investment for your business. To effectively use negative-keyword, it is important to regularly review and update your list, as well as analyze your campaign performance to identify any potential negative keywords that may need to be added. By following these steps, you can effectively utilize negative keywords to create a positive impact on your advertising efforts.

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