“Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that matter to your customers. Better targeting can put your ad in front of interested users and increase your return on investment (ROI).
How They Work
One key to a highly targeted campaign is choosing what not to target. When selecting negative keywords for search campaigns, look for search terms that are similar to your keywords, but might cater to customers searching for a different product. For example, let’s say that you’re an optometrist who sells eyeglasses. In this case, you may want to add negative keywords for search terms like “wine glasses” and “drinking glasses”.
If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos, but bear in mind that negative keywords work differently for Display and Video campaigns than they do for search. Depending on the other keywords or targeting methods in your ad group, some places where your ad appears may occasionally contain excluded terms. For Display and Video ads, a maximum of 5,000 negative keywords is considered. You can also avoid targeting unrelated sites or videos by implementing site category options and content exclusions.”
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Source: Google Ads