Keyword Strategies: What to do with negative terms?
Posted: Mon Jan 20, 2025 6:08 am
Defining negative keyword (NK) strategies is of fundamental importance. Its function is to correctly segment your ads to increase your SEM results , preventing your ads from being displayed - and consuming budget - for terms that are not relevant.
How does a good definition of negative keywords work?
Imagine that you are creating an AdWords campaign for your baby clothing store. You want to position your ads for the keyword “baby” and other related keywords (“baby clothes”, “baby t-shirt”, “baby store”, etc.). Now, consider a user who is looking to buy a crib. It could happen that your ad appears in the suggestions, because their query was only “baby” or “baby stores”.
If your strategy considers generating awareness and the cost of the click of that user (and many others like him) is within the calculations, there is no problem. The above assumes that you have a landing page to gain, for example, subscribers to your newsletter. But if, on the other hand, you only want to pay for ads that generate direct monetary conversion, the click of that user will unnecessarily increase the bounce rates and, therefore, reduce the effectiveness of your budget.
This is where negative keyword strategies come in. In the case presented, defining the cameroon consumer email list following NKs: “crib”, “shampoo” or “food” will avoid impressions of your advertising in front of Internet users who are looking for products that you do not sell. In this way, the NKs will reduce the spectrum (they will carry out a segmentation) making your campaigns more effective.
In addition to the technical expertise involved in creating an AdWords campaign, there are some useful tips when defining negative keywords:
1. Use the search terms report.
This report is vital when it comes to understanding the performance of keywords, whether positive or negative. You will find the terms that people search for and that trigger your ads. Knowing the queries is the first step to defining which NKs you should include.
How does a good definition of negative keywords work?
Imagine that you are creating an AdWords campaign for your baby clothing store. You want to position your ads for the keyword “baby” and other related keywords (“baby clothes”, “baby t-shirt”, “baby store”, etc.). Now, consider a user who is looking to buy a crib. It could happen that your ad appears in the suggestions, because their query was only “baby” or “baby stores”.
If your strategy considers generating awareness and the cost of the click of that user (and many others like him) is within the calculations, there is no problem. The above assumes that you have a landing page to gain, for example, subscribers to your newsletter. But if, on the other hand, you only want to pay for ads that generate direct monetary conversion, the click of that user will unnecessarily increase the bounce rates and, therefore, reduce the effectiveness of your budget.
This is where negative keyword strategies come in. In the case presented, defining the cameroon consumer email list following NKs: “crib”, “shampoo” or “food” will avoid impressions of your advertising in front of Internet users who are looking for products that you do not sell. In this way, the NKs will reduce the spectrum (they will carry out a segmentation) making your campaigns more effective.
In addition to the technical expertise involved in creating an AdWords campaign, there are some useful tips when defining negative keywords:
1. Use the search terms report.
This report is vital when it comes to understanding the performance of keywords, whether positive or negative. You will find the terms that people search for and that trigger your ads. Knowing the queries is the first step to defining which NKs you should include.