If you’re running a PPC Campaign through Google AdWords you can use their Negative Keyword list to cut your costs and maximize the ROI on your campaign.
If you’re running up costs on your PPC campaign and ending up losing money rather than making money, take a look at the keyword traffic that is least successful and use the Negative Keyword List options to prevent searches featuring these low ROI searches from costing you money.
What is the Negative Keyword List?
These are words that, when in the users search, will prevent your advertisement from appearing. Here’s how Google explains it:
If your keyword is tennis shoes and you add the negative keyword -red, your ad will not appear when a user searches on red tennis shoes. Negative keywords are especially useful if your account contains lots of broad-matched keywords. It’s a good idea to add any irrelevant keyword variations you see in a Search Query Performance Report or the Keyword Tool as a negative keyword.
How to Find and Add Negative Keywords
You can use Google’s free Keyword Tool to find and add your negative keywords.
- Sign in to your AdWords account at https://adwords.google.com.
- Click the campaign and the ad group that you’d like to edit.
- Select the Keywords tab.
- Click Keyword tool.
- Enter a generic term related to your product or business (generally a one-word term) in the available field.
- Click Get Keyword Ideas.
- Check the Keyword column for any search queries that are irrelevant to your product or business and that you wouldn’t want triggering your ads.
- Click the downward-pointing arrow in the Match Type column for each keyword that you want to add as a negative match. Select Negative, and the term will be added to your list as negative keyword.
- Click Save to Ad Group when you’re done.
Don’t Overdo It
Remember not to add too many, as it can prevent your ads from showing up at all, meaning you won’t be running much of an advertising campaign!
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