How to Use Negative Keywords to Generate Better Results for Your Ads

In a previous article, the different keyword match types were discussed. One of the primary goals of Search Engine Marketing is to make sure the keyword used to generate clicks are the most focused and relevant. This, in turn, would produce the highest amount of clicks and ultimately leads.

A keyword in Phrase match such as “Personal Injury Attorney” could show your ad for search queries such as:

• Personal Injury Attorney Los Angeles
• Personal Injury Attorney Moorpark
• Personal Injury Attorney Thousand Oaks
• Personal Injury Attorney Salary
• Personal Injury Attorney Jobs

If your company is an attorney looking for clients, it’s highly unlikely you will generate a lead for someone looking for an average salary for a personal injury attorney or even someone who is conducting a job search. This is where negative keywords come in.

A negative keyword is a keyword that is added to the search campaign that tells the search engine that if this keyword appears in a search phrase to not show the ad. For instance, in the above example, if “salary” were added as a negative keyword, then the ad would not show for this advertiser. The 2nd example for a negative keyword in the above example would be to add the word “jobs.”

How do you know which search terms are being used to make sure your negative keyword list is up to date? The Search Query Report is under the “Keyword” tab in Adwords, and it shows which terms are being used that is causing the ads to be displayed. You can check the box next to the search phrase and immediately add it as a negative keyword.

By keeping on top of which keywords to show ads for and which ones to not show ads for, a more considerable amount of relevant clicks and leads can be generated.

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