Using Google ad accounts efficiently is very important in digital marketing strategies. Advertisers want to get maximum efficiency from their campaigns and manage their budgets effectively. In this article we will focus on why using Google ad accounts efficiently matters and explain how the strategic use of negative keywords can optimise your ad campaigns.
What is in this article?
- What Is a Negative Keyword? Why Does It Matter?
- How Do You Build an Effective Negative Keyword List?
What Is a Negative Keyword? Why Does It Matter?
Negative keywords let you specify the search terms you do not want your ads to appear for. Suppose, for example, that your shoe shop sells only high-quality shoes. Targeting searches such as "cheap shoes" or "discount shoes" can lead to unwanted traffic and low-quality clicks. In that case you add the words "cheap" and "discount" to your campaign as negative keywords.
By blocking irrelevant clicks and focusing on high-intent searchers, you are likely to increase your click-through rate (CTR), lower your cost per click (CPC) and raise your conversion rate. That lets you get higher efficiency and better results from your Google Ads campaigns.
Using negative keywords correctly is therefore very important for managing your ad budget effectively and focusing on the target audience. Identifying the right keywords and eliminating irrelevant searches is the key to improving your ad performance.
How Do You Build an Effective Negative Keyword List?
Step 1: Brainstorm by thinking about the search terms that could be irrelevant or low-intent for your business. For example, we always exclude words such as "free", "reviews" and "cheap" across all our accounts.
Step 2: Use Google Ads' Search Terms Report to observe the search terms triggering your ads. This report shows the actual search terms people use to find your ads and can help you identify irrelevant or low-intent search terms you have missed. At our agency DijitalPi we analyse search terms every 24 hours. It is part of our process for optimising ad campaigns.
Step 3: Add negative keywords to your campaign. Once you have built the negative keyword list you can add them to your campaign by going to the "Negative Keywords" tab in your Google Ads account.
Step 4: Refine your list over time. Building an effective negative keyword list is a continuous process. Monitor your campaign's performance and adjust the negative keyword list accordingly.
In short, negative keywords are a powerful tool that helps you get better results from your Google Ads campaigns. They save you money and improve your ad performance. You should therefore not neglect negative keywords!
Take the time to build an effective negative keyword list and increase the return on your ad spend visibly.
Until next time, keep optimising and win.
