Pay-per-click advertising has gotten more and more expensive as the masses have discovered the deep funnel benefits of reaching an audience who is actively searching for their products or services. With skyrocketing costs, every penny counts when optimizing your pay-per-click campaigns. You can’t afford to waste clicks on irrelevant traffic that is unlikely to take action or convert.
When we take over Google Ads or Bing Ads advertising accounts created by website owners or even other agencies, one of the first things we do is check for negative keywords. Typically, we won’t find any negative keywords at all and this is a huge swing and miss for these advertisers. Most people are familiar with keywords but many don’t even know negative keywords exist. When setting up a pay-per-click campaign, you can provide keywords you want people to search for when your ad is shown. These are commonly known as keywords, something everyone thinks about when adding a campaign. Negative keywords are the opposite. Negative keywords are keywords you DON’T want included in a user’s search phrase when your ad is shown. Having the right mix of negative keywords is nearly as important as having the right list of keywords because they allow advertisers to eliminate a lot of that irrelevant traffic. For example, you may be an attorney and you want to advertise for a phrase like ‘attorney in Seattle’ but if you add that phrase as a keyword, depending on your matchtype, you may also be showing for things like ‘attorney jobs in Seattle’ or ‘free attorney in Seattle’ and a variety of other terms that aren’t going to help you get the right types of leads. That is where negative keywords are a true lifesaver. They allow you to help control these search terms by providing a list of words you have no interest in ranking for so that when people make these searches, your ad doesn’t show up and you don’t end up paying for traffic that won’t lead to new business! This allows your budget to be deployed far more effectively and only on search terms that are relevant to the products or services you provide.
At Zipline, we create a lot of Google Ads and Bing Ads campaigns. To streamline the process, we have assembled a lengthy list of common negative keywords that will help get a new pay-per-click advertising account off the ground and on the right foot.
We have broken these into several groups and we made them easy to copy/paste into your campaign. When you are migrating these over, please take some time to look at the negative keywords to make sure they are indeed relevant for your application. Not every one of these is going to be a good negative keyword for every business, but they are a great starting place to help eliminate unwanted traffic and save you some serious money.
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REMEMBER! Not all of these will apply to all businesses. Also, remember this is not an exhaustive list. You will want to review and edit these items to align with your products, services, and industry, but this is a great place to start for any business. If you begin your campaign with a collection of these words, you’re going to save a lot of money and get good results much, much faster.
One more important note is that Google only applies negative keywords to the first 10 words in a query. So very long queries still may break through. There isn’t much you can do about this but it is important you’re aware.
Are you running pay-per-click in-house? Our team can help. We have extensive experience developing online lead generation campaigns that blend social media, pay-per-click, SEO, email marketing, content marketing, and a variety of other strategies to help attract and convert your ideal customer. If you want to spend less money on each click and get more qualified leads, to we would love to talk to you. Give us a call today.Contact Us!