{"id":1543,"date":"2021-01-11T08:35:49","date_gmt":"2021-01-11T07:35:49","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/?p=1543"},"modified":"2023-04-07T09:21:39","modified_gmt":"2023-04-07T07:21:39","slug":"everything-you-want-to-know-about-negative-keywords","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/everything-you-want-to-know-about-negative-keywords\/","title":{"rendered":"Everything You Want to Know About Negative Keywords"},"content":{"rendered":"<p>Many businesses running paid Search campaigns struggle with overheads. It comes as the number of clicks on their websites far outweighs conversions. This excess and meaningless traffic proves costly in <a href=\"https:\/\/www.sortlist.co.uk\/s\/ppc\/united-kingdom-gb\">Pay-Per-Click<\/a> (PPC) advertising.<\/p>\n<p>In situations like these, individuals searching the web for a particular product or service wander onto websites just to find out it\u2019s not what they want. It transpires when there are phrases or words connected to the search that isn\u2019t relevant to the advertiser or their product. <strong>Pay-per-click marketing agencies<\/strong> play an important role here.<\/p>\n<p>The mechanism we use to clean away the excess in the scenario mentioned above is known as a negative keyword. In simple terms, they\u2019re the exact opposite of keywords, and for them, you don\u2019t want your Ad displayed.<\/p>\n<p>In this article, we take a closer look at the Negative version, how they work, and their functions.<\/p>\n<h2>What Are Negative Keywords?<\/h2>\n<p>Negative keywords, as defined by a publication in Google Answer, are specific words that prevent your advert from being triggered in a specific search with a particular word or phrase. In Search Engine Advertising (SEA), it\u2019s also referred to as a negative match.<\/p>\n<h3>Types of Negative Matches<\/h3>\n<h4>Negative Broad Match<\/h4>\n<p>A keyword setting that can occur in any sequence in a search just as long as all words are present. For example, terms like <em>ice bucket<\/em> as a negative match in this scenario will block ads for <em>bucket ice, silver ice buckets, ice bucket sales, ice-cold buckets.<\/em><\/p>\n<p>On the other hand, if any of the words are missing from the surfers\u2019 input, your website gets triggered, e.g., <em>buckets for sale, arctic ice, how to store buckets.<\/em><\/p>\n<h4>Phrase Match<\/h4>\n<p>The phrase typically goes between quotation marks. When the search matches the term in the same order that it occurs inside the punctuations; it skips past the site.<\/p>\n<p>In this instance, the words ice bucket will block strings like: \u201cAntique Ice Bucket\u201d, \u201cIce bucket sales\u201d and, \u201cwhat to use as an ice bucket.\u201d<\/p>\n<h4>Exact Match<\/h4>\n<p>For an exact match to be effective, it\u2019ll need to be a replica of a keyword before the search blocks the listing in-question. Only if the term is typed in as \u201cice bucket\u201d will it trigger the negative keywords\u2019 effect.<\/p>\n<h2>How Are Negative Keywords Different From Other Keywords?<\/h2>\n<ul>\n<li>The correct use of keywords ensures that the ad will appear in search results. Its negative counterpart has the opposite outcome without neutralising the effect of the keyword.<\/li>\n<\/ul>\n<ul>\n<li>The negative keyword types ( broad, exact, and phrase ) work differently from their positive counterparts. These require a lot more specificity.<\/li>\n<\/ul>\n<ul>\n<li>In the case of broad negative keyword matches; You\u2019ll need to add synonyms, singular or plural versions of the word, misspellings, and close variants of the term to be useful.<\/li>\n<\/ul>\n<ul>\n<li>With the use of negative keywords, lists are drawn up and are applied to multiple campaigns, the same will not work with the positive versions as it may cause keyword cannibalisation.<\/li>\n<\/ul>\n<ul>\n<li>Bidding keywords are costly and incur a charge. Its negative counterparts create no expenses. Advertisers can therefore use this tool liberally to offset the costs of the bidding keywords.<\/li>\n<\/ul>\n<ul>\n<li>In fact, negative matches serve to hone and refine the search for both the surfer and the vendor.<\/li>\n<\/ul>\n<h2>Examples of Negative Keywords<\/h2>\n<p>A business sells lawnmowers and doesn\u2019t want its ads to appear in the results of the following queries.<\/p>\n<ul>\n<li>Second-hand lawnmowers<\/li>\n<li>Gas-powered lawnmowers<\/li>\n<li>German gardening brands<\/li>\n<li>Lawnmowers for rent<\/li>\n<li>Affordable lawn and garden services<\/li>\n<\/ul>\n<p>To prevent repetitive and unwanted visits from web surfers seeking the above; the business must add \u201cSecond hand\u201d and \u201cGas Powered\u201d as negative keywords. The latter needs to be done in phrase form and the same order.<\/p>\n<ul>\n<li><strong>Query<\/strong><\/li>\n<li><strong>Negative Keyword\/s<\/strong><\/li>\n<li><strong>Match Type<\/strong><\/li>\n<li>Second-Hand lawnmowers.<\/li>\n<li>\u201cSecond Hand\u201d<\/li>\n<li>Phrase<\/li>\n<li>Gas Powered Lawnmowers.<\/li>\n<li>\u201cGas Powered\u201d<\/li>\n<li>Phrase<\/li>\n<li>German lawnmower brands.<\/li>\n<li>German<\/li>\n<li>Broad<\/li>\n<\/ul>\n<p>The word \u201cGerman\u201d however, will fit into the broad match category. The business has nothing to do with Germany or German brands. Everything that pertains to or surrounds the term or word gets excluded from the search results.<\/p>\n<p>Additionally, to prevent the advert from being listed in a search for garden services and rentals, the advertiser would have to add the exact phrase as negative keywords;<\/p>\n<ul>\n<li><strong>Querry<\/strong><\/li>\n<li><strong>Negative Keywords<\/strong><\/li>\n<li><strong>Match Type<\/strong><\/li>\n<li>Lawnmowers for rent<\/li>\n<li>Lawnmowers for rent<\/li>\n<li>Exact<\/li>\n<li>Affordable lawn and garden services<\/li>\n<li>Affordable lawn and garden services<\/li>\n<li>Exact<\/li>\n<\/ul>\n<p>Shortlisting keywords for different accounts and campaigns can be time-consuming. There are a lot of words making up search phrases that you don&#8217;t want to get through to your site. The problem with attempting this manually or as they would say in IT circles; with \u201cbrute force\u201d is the risk of human error.<\/p>\n<p>Thankfully there\u2019re automated negative keyword discovery tools on the market today. The use of which will make the task a lot easier than doing it manually.<\/p>\n<h2>Google Ads<\/h2>\n<p><img decoding=\"async\" src=\"https:\/\/images.pexels.com\/photos\/139387\/pexels-photo-139387.jpeg?auto=compress&amp;cs=tinysrgb&amp;dpr=1&amp;w=500\" alt=\"Pexels\" \/><\/p>\n<p>Before we get into it, let&#8217;s ensure we understand Ads and how it works.<\/p>\n<p>As a testimony to the search engine&#8217;s supremacy, it sees 2.3 million questions and queries per second. The majority of information rendered as answers consists of <a href=\"http:\/\/ads.google.com\">Google Ads<\/a>. These are clearly marked and appear at the top and bottom of every page.<\/p>\n<p>This element of online marketing is highly effective at getting a brand and their product exposure where it matters most.<\/p>\n<h3>What is Google Ads<\/h3>\n<p><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/AccAjascaHeTXr1l1KCi2_78TC789zRBgcsbr-qp6quIA9G8UaUCgAAK8GNcahGt3tZHlAP4lLu8ahqQ9UuIXXYDvaUcLsw0XDm95-kkY7LWSFX7H3klpGnehlX3WLu4eQRXLBCE\" alt=\"Pexels\" \/><\/p>\n<p>It is a marketing feature of the Google network which charges for its services. The advertisers using this feature sponsor their efforts and gain priority placement on relevant search results. Adverts posted through google ads also see exposure on the Google Display network and the Adsense Program.<\/p>\n<p>Google Ads, formerly known as AdWords, is an online advertising platform that advertisers use to market their content, brands, and sites. It works through defined keywords to attract traffic or leads to a particular webpage.<\/p>\n<p>In these cases, the cost of a single campaign is usually motivated by competing bids for the same keyword. The prices get driven up as the bidding service acts in the same way as an auction. Only the highest offers get listed in searches.<\/p>\n<h3>How It Works<\/h3>\n<p>By matching relevant advertising words to the AdWords\u2019 list, the advertiser optimises traffic onto their web pages without having to rent inventory space on other sites.<\/p>\n<p>Marketers using this mechanism usually pay per click generated from these popular keywords. It helps advertisers as they only pay for real traffic onto the site. The Publisher, in turn, can monetise the service accordingly. Adwords have safeguards in place to prevent fraudulent clicks.<\/p>\n<p>The most useful feature of Google Adwords is its capability to target and direct its ads. It can exclude specific IP addresses and focus on targeted languages and locations.<\/p>\n<p>When setting out on a marketing project, a company needs to decide what its goals are and the networking that works best for it.<\/p>\n<h2>The Types of Ads using Google Adwords<\/h2>\n<p class=\"ql-align-justify\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/EsmhkotIx6eykSDFRz8UuJ8wknYaYZBsbBqEKNla0xhdZVsHMn4qBL8DmXX9j7R4cxmBUsz0BQ3Tt1tZKNBdlYMb03WUTDQgJwlE9ZSVcK7shERgV2F8jA_LP2lJ_oVDkczb9aLP\" alt=\"Pexels\" \/><\/p>\n<h4>Search Campaigns<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/images.pexels.com\/photos\/193003\/pexels-photo-193003.jpeg?auto=compress&amp;cs=tinysrgb&amp;dpr=1&amp;w=500\" alt=\"Pexels\" \/><\/p>\n<p>A search campaign is strictly text-based and appears on Googles\u2019 page results as well as sister sites like Webopedia.<\/p>\n<h4>Display Campaigns<\/h4>\n<p>These are based on graphics but also include text. Display campaigns operate on Google Display networks using Google AdSense to generate revenue. The combination of a Display campaign and a Search campaign will work together as a dynamic duo if handled correctly.<\/p>\n<h4>Video Campaigns<\/h4>\n<p>Video Campaigns use a combination of text graphics and video in their projects and get displayed on YouTube. Due to increasing competition for popular keywords, Search campaigns have become more expensive. There are fewer bids for Adwords-for-Videos, resulting in the cost for them being a cheaper option.<\/p>\n<h4>Shopping Campaigns<\/h4>\n<p>Shopping campaigns focus on existing listings of retail products in the Google Merchant Center. The latter facilitates the process of running a marketing project through Adwords. The use of which makes thing way easier than if you were to attempt a Shopping campaign without the Google Merchant Center<\/p>\n<p>Three main goals blend the networks mentioned above ( Google Merchant Center, Youtube, and Google Adsense) to target different audiences.<\/p>\n<h4>Discovery<\/h4>\n<p>The main element in operation here is the use of visuals on Youtube and Google platforms to expand their audiences.<\/p>\n<h4>App<\/h4>\n<p>The campaigns that use this combination embrace the Search, Display, Google Play, and Youtube to encourage app downloads.<\/p>\n<h4>Smart<\/h4>\n<p class=\"ql-align-justify\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/wjp5y4HJz8Iq2F4kHmuAwsaaL7YVVcq8K6rsnocGJa6LX8YFEhw7-aZ7pdwlosj6A49wic3_Lrrz7fCqR8gpTWkx3Pyi6JlI7xxWuCKRB5POb_rsSwfaNw-TqXPTOl1QZrw5QkQV\" alt=\"Pexels\" \/><\/p>\n<p>Ads automatically adjust to Google Search, Google Display, and Google maps networks allowing a hands-off approach to marketing.<\/p>\n<p>All of the above are reliant on AdWords in some way shape or form. For the Adwords, all clicks on keywords convert into revenue; this is not the case with the advertiser.<\/p>\n<p>The words on auction often become expensive. For the business using the service, every click, whether it becomes a sale or not, is an overhead.<\/p>\n<h2>How to Add Negative Keywords in Google Ads<\/h2>\n<p>Tip: Negative keywords work differently in display and video marketing projects than they do in Search campaigns<\/p>\n<h3>Adding Individual Keywords to Groups and Campaigns<\/h3>\n<h4>Step #1<\/h4>\n<p>Go to the campaign that you\u2019re working on and select \u201cKeywords\u201d and then click on the \u201cNegative Keywords\u201d tab.<\/p>\n<h4>Step #2<\/h4>\n<p>Click on the plus sign on the top left-hand corner of the page then add keywords or create a new list. Click on \u201cAdd Negative Keyword\u201d and then select add \u201cGroup Negative Keyword\u201d or \u201cCampaign Negative Keyword\u201d<strong>.<\/strong><\/p>\n<h4>Step #3<\/h4>\n<p>If prompted, select the destination for the negative keyword, then click \u201cOkay\u201d<strong>.<\/strong><\/p>\n<h4>Step #4<\/h4>\n<p>Enter the word or phrase into the \u201cEdit\u201d panel.<\/p>\n<p>It&#8217;s the negative Keyword campaign you\u2019re after, and you want to ensure none of them triggers your advertisement. You want to make sure all undesired synonyms go onto this list as well as phrases that have a different meaning.<\/p>\n<h3>Adding Multiple Negative Keywords<\/h3>\n<p>The make multiple changes tool doesn\u2019t permit adding campaigns and group negative keywords at the same time. You would have to choose to add \u201cNegative Keywords\u201d or <strong>Campaign <\/strong>\u201cNegative Keywords\u201d<strong>.<\/strong><\/p>\n<h4>Step #1<\/h4>\n<p>Select <strong>Keywords and Targeting<\/strong>, then <strong>Keywords,<\/strong> and then <strong>Negative<\/strong>.<\/p>\n<h4>Step #2<\/h4>\n<p>Click on \u201cMake Multiple Changes\u201d<strong>.<\/strong><\/p>\n<h4>Step #3<\/h4>\n<p>Selecting \u201cMy Data\u201d includes columns for campaigns and Ad Groups. Alternatively, click on \u201cUse Selected Destinations\u201d.<\/p>\n<p>If you decide on \u201cUse Selected Destinations\u201d; click on \u201cCampaign Level Negative Keywords\u201d or add \u201cAd Group-Level Negative Keywords\u201d.<\/p>\n<h4>Step #4<\/h4>\n<p>Paste or type \u201cNegative Keywords\u201d into the grid then select \u201cProcess\u201d.<\/p>\n<h4>Step #5<\/h4>\n<p>The make multiple changes tool will indicate the number of changes. You can now click Finish and review the work you\u2019ve done.<\/p>\n<h4>Step #6<\/h4>\n<p>Whatever customisations you&#8217;ve made to your campaign can now be reviewed as your changes are pending. To add the pending modifications to the account select \u201ckeep\u201d and to reverse them select \u201creject\u201d.<\/p>\n<h2>FAQ<\/h2>\n<h3>What Is the Function of Negative Keywords In an Ad?<\/h3>\n<p>A negative keyword function is the opposite of its positive counterpart. It serves to direct excess and irrelevant traffic away from a site to avert costs and clicks that don&#8217;t translate to sales.<\/p>\n<p>An additional outcome is saving the web surfer time by preventing him\/her from inadvertently wandering onto the wrong site. It spares the advertisers&#8217; pocket as every click gets charged.<\/p>\n<h3>How Do They Help Content Get Exposure?<\/h3>\n<p>Negative keywords bolster <a href=\"https:\/\/www.sortlist.co.uk\/blog\/search-engine-marketing-successful-digital-marketplace\/\">Search Engine Advertising<\/a> (SEA) by defining the excess from the important, cutting away unnecessary forays into unrelated sites. They hone the process down to a fine point, making it valuable for both the web surfer and the advertiser.<\/p>\n<h3>Does Google Charge for Negative Keywords?<\/h3>\n<p>Google does not charge for negative keywords, and hence they are useful to offset the cost of their positive counterparts. You can apply them quite liberally.<\/p>\n<h3>What Is the Relationship Between Negative Keywords and Google Adwords?<\/h3>\n<p>A regular keyword connects a searcher to the relevant sites and products through the terms and phrases he or she uses. The function of the negative keyword is to keep the search results as relevant as possible.<\/p>\n<h3>Can I Create My Own Negative Keyword Lists?<\/h3>\n<p class=\"ql-align-justify\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/uLOalTvWCeFt_T909C2yaY4Dnp1B2kJpsvD8k5p2Nn08bTPnS_7tDdBPUz64wqFd3Ix-7dMQFTXKarOYR3xyhvGBBghPqtoLY3J8XQwRgCMRhQsgfi4BPOCmctJRaiQMRLd918B0\" alt=\"Pexels\" \/><\/p>\n<p>Creating negative keyword lists is relatively easy, and there is a step by step processes to guide the user along.<\/p>\n<p>The complication comes in when you try to load all the negative keywords you can think of, but they\u2019re still not enough. Fortunately, there are generators on the market that will perform this task for you; a lot of them come free.<\/p>\n<h2>Conclusion<\/h2>\n<p>Keywords may be of utmost importance in <a href=\"ttps:\/\/www.sortlist.co.uk\/s\/search-engine-marketing\/united-kingdom-gb\">Search Engine Advertising<\/a>, but so are negative matches. The latter serves to clear the excess and refine searches ensuring that when people look for a product, they get what they seek. The implementation of this mechanism saves the searcher time and marketer money.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many businesses running paid Search campaigns struggle with overheads. It comes as the number of clicks on their websites far outweighs conversions. This excess and meaningless traffic proves costly in Pay-Per-Click (PPC) advertising. In situations like these, individuals searching the web for a particular product or service wander onto websites just to find out it\u2019s [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":9841,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sb_show_comment_boards":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[46,197],"class_list":["post-1543","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-sea"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Everything You Want to Know About Negative Keywords<\/title>\n<meta name=\"description\" content=\"Negative keywords are specific words which prevent your advert from being triggered in a specific search with a particular word or phrase.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sortlist.co.uk\/blog\/everything-you-want-to-know-about-negative-keywords\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Everything You Want to Know About Negative Keywords\" \/>\n<meta property=\"og:description\" content=\"Negative keywords are specific words which prevent your advert from being triggered in a specific search with a particular word or phrase.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sortlist.co.uk\/blog\/everything-you-want-to-know-about-negative-keywords\/\" \/>\n<meta property=\"og:site_name\" content=\"Sortlist Blog\" \/>\n<meta property=\"article:published_time\" content=\"2021-01-11T07:35:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-07T07:21:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2021\/01\/la-magnetica-35.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"874\" \/>\n\t<meta property=\"og:image:height\" content=\"620\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sarah Madimba\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sarah Madimba\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"11 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/everything-you-want-to-know-about-negative-keywords\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/everything-you-want-to-know-about-negative-keywords\\\/\"},\"author\":{\"name\":\"Sarah Madimba\",\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/#\\\/schema\\\/person\\\/583a8da2e3093ca6783d605fca4b2fb6\"},\"headline\":\"Everything You Want to Know About Negative Keywords\",\"datePublished\":\"2021-01-11T07:35:49+00:00\",\"dateModified\":\"2023-04-07T07:21:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/everything-you-want-to-know-about-negative-keywords\\\/\"},\"wordCount\":2095,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/everything-you-want-to-know-about-negative-keywords\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cdn.blog.production.sortlist.cloud\\\/wp-content\\\/uploads\\\/sites\\\/7\\\/2021\\\/01\\\/la-magnetica-35.jpg\",\"articleSection\":[\"Advertising &amp; 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Ze volgt de actualiteit op de voet en is gefascineerd door newsjacking! 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