It’s easy enough to pick the keywords that you do want to appear for on Google, but have you thought about the ones you need to make sure to not appear for?
When somebody is shopping around for a product or service online, the searches they type into Google will evolve over time as their level of knowledge increases, a.k.a. the buying cycle. The important part of this is to focus your campaign budget on those customers who are ready to buy!
To help facilitate this, Google offers a Negative Keyword function in AdWords. This allows you to ensure that you don’t show your advertisements to any user typing in one of your negative keywords. For example, say you are an advertiser selling men’s shoes online. You want the great traffic generated by the keyword “shoes” by itself, but you obviously don’t want to be paying for clicks from people typing in “ladies shoes” or “kids shoes.” You can simply add the words “ladies” and “kids” to your negative keyword list, and the risk of this happening disappears!
It’s so easy to get lost in focusing on what your business does do, that it’s sometimes hard to think from the opposite perspective about what you don’t offer. With this in mind, we’ve compiled a large list of commonly used negative keywords to consider adding to your AdWords campaign.
Please keep in mind that the following list is by no means exhaustive, and also that many of these keywords will not be relevant to your campaign, and could in fact have a negative impact on your campaign if not properly implemented. Remember, if in doubt, contact a search engine marketing consultant at SponsoredLinX and ask!
Avoid Job Seekers!
Make sure you’re not paying for clicks from people seeking employment. This is the most notorious budget-consumer!
These keywords are really not likely to be typed by somebody who’s ready to buy:
Don’t pay for window shoppers! People typing these keywords are likely to be in the very early stages of the buying cycle, and probably not likely to make an immediate purchase.
You’re not running a school! (Or are you…?)
Make sure you aren’t displaying ads to people searching for education.
If you’ve noticed that your campaign is generating a lot of low quality enquiries, the kind that are calling around for 3-5 quotes, and you already know that you’re not the cheapest in town, don’t focus on this niche! Avoid low-budget and bargain shoppers by including the following negative keywords.
Avoiding Price Shoppers
Similarly, if you don’t want to appeal to the market demographic who shop purely on price instead of quality, the following negatives will hide your ads from the more budget conscious.
Avoiding Tim the Tool Man
Particularly if you sell something which is also commonly done as a home project, like backyard sheds or quilts, minimising clicks from people looking for instructions or tips & tricks is important.
do it yourself
Selling Commercial Software
Software! If you sell commercial or business grade (read: expensive) software, it’s extremely important to filter out the people looking for personal or free downloads.
download (if you don’t have one)
downloads (if you don’t have any)
Manufacturing & Industrial
This list of words is very broad, but it does serve as a great place to think about building your campaign negative list.
If you sell something that comes in different material variations, such as aluminium sheeting, but you don’t sell steel sheeting, these are good ones to make sure you filter out the wrong traffic.
Do you have any other commonly used negative keywords? Tell us about it in the comments below!