Advertising on Google Ads is about identifying keywords with high conversion potential and organizing them into ad groups. Based on these keywords, create appropriate landing pages that contribute to the effectiveness of advertising campaigns. So what are negative keywords? What is the importance of negative keywords in running Google Ads? Right now, Optimal will help you learn and answer the questions in the article below.
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Negative keywords in Google Ads
Negative keywords, also known as Negative Keywords in Google AdWords, refer to keywords or phrases that are not related to the service or product being advertised. In an advertising campaign, the goal of negative keywords is to prevent unwanted keywords from appearing when users search.
Using negative keywords in Google AdWords not only increases your reach to potential customers but also increases your chances of conversion. This is one of the basic ways to ensure the advertising budget is not wasted. Every penny you pay is used wisely and effectively.
For example, when a business advertises men’s dress shoes, search results may include women’s high heels and children’s shoes. Users can apply negative keywords like “women’s high heels” and “children’s” to eliminate irrelevant results. This helps avoid wasting advertising budget and ensures the campaign reaches the right target audience.
Negative keyword types are commonly used in Google Ads
In a Google Ads advertising account, negative keywords are divided into two levels, each type of negative keyword has different features, specifically as follows:
- Campaign-level negative keywords: are a powerful tool that helps you control your advertising on online platforms like Google. When you add negative keywords to your campaign, you’re explicitly identifying words or phrases that you don’t want your ad to appear for when users search the internet. Adding negative keywords at the campaign level also applies negative keywords to all ad groups within that campaign. This ensures that any of your ads do not appear to users when they use keywords that you have determined are irrelevant or inappropriate, negative keywords applied from the smallest details in your advertising campaign.
- Group-level negative keywords: Ad group-level negative keywords help ensure that your ads don’t appear when users search for inappropriate or unrelated keywords. When negative keywords are applied to a specific ad group, the ads in that group will not be shown when the negative keyword appears in the search query. It’s important that when setting up negative keywords at the ad group level, only that group is affected by those negative keywords. Other ad groups in the campaign still work normally and are not affected by negative keywords in that group. Using ad group-level negative keywords helps avoid unnecessary competition between ad groups when users search for a query. This helps optimize ad performance and ensure that advertising budgets are used most effectively
Negative keywords in Google Adwords are divided into match types including:
- Negative broad match is a default match type that is applied by the Google Ads system when you add a new negative keyword without any further adjustments. When using negative broad match, ads will not show for any query that contains all the keywords in the negative phrase, regardless of the order in which the query is ordered. This ensures that your ad won’t appear for any queries that contain keywords in the negative keyword list.
- Negative phrase match is a special type of match when you want your ad not to show for queries that contain a specific keyword phrase in a certain order. When you select negative phrase match, your ad won’t show only if the user’s query contains the keyword phrase you specify, and these keywords must appear in the order you specified. However, if the user’s query contains keywords in the negative list but not in a specified order, the ad may still appear.
- Negative exact match is the simplest match type, where the ad won’t show if the user’s query matches 100% of the negative keyword you specified. This ensures that your ad won’t appear for any queries that exactly match your negative keywords, helping to optimize the performance of your ad campaign.
Benefits of negative keywords in Google Ads
In a search campaign, choosing the wrong negative keywords in AdWords can lead to a reduction in the number of potential customers reaching your ad and directly affect your business’s sales. Therefore, it is very important to search for all keywords that are not related to your industry, as well as keywords that sound the same but have different meanings. This helps ads only appear in front of the screens of people who are truly interested in your products and services.
For display or video campaigns, using negative keywords will help you avoid showing your ads on unrelated websites or videos or paying large sums of money to attract potential customers. Although Google can only add a maximum of 5,000 negative keywords by default, this is still useful for removing your ads from unwanted placements.
In Google Shopping campaigns, although keywords are not used to target ads, negative keywords can still be used to prevent the appearance of Google Shopping ads when not needed.
>>>Click now: how to create dynamic search ads
Instructions for adding search queries as negative keywords in Google Ads
To add search queries as negative keywords to your advertising campaign on Google. You must access the search report using the following specific steps:
- Step 1: Log in to your Google AdWords account, next click on the keywords tab > select search terms (search queries).
- Step 2: Then tick the box in front of the search query you want to add as a negative keyword, a blue menu bar will appear > select Add ads negative keyword
- Step 3: At this point, Google will switch to another interface, here you will need to choose which level to specify negative keywords at: Ad group, Campaign, Negative keyword list > click Save to complete the operation.
Above is the most detailed information that Optimal has shared. Hopefully, it can help you learn the definition of negative keywords in Google advertising campaigns and add negative keywords to your Google Ads account most successfully and effectively.
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Frequently asked questions
Finding effective negative keywords for your Google advertising campaign is an important part of optimizing your advertising strategy. To do this, you need to understand your product or service as well as your target audience. To analyze data from previous advertising campaigns, use keyword search tools such as Google Keyword Planner, SEMrush, Ahrefs,… to search for unwanted or irrelevant keywords. Additionally, thinking about your target audience and what keywords they might use when searching for your product or service also helps you eliminate irrelevant keywords. In total, finding negative keywords requires meticulousness and thorough analysis as it is an important part of ensuring your advertising campaign is most effective.
Video advertising on Google is an important part of a modern online marketing strategy. To understand video advertising on Google, you need to learn about how it works, different ad formats like TrueView, display ads, and bumper ads, as well as how to measure performance and optimize campaigns. Using videos in advertising helps increase user engagement and can achieve a huge reach on Google and YouTube platforms.
