Google offers negative keywords as a keyword match type to filter out unwanted/irrelevant impressions that may have been triggered by Adwords broad match keywords. When applying the appropriate negative keywords, you reduce your cost-per-click (CPC) and increase your ROI.
Negative keywords can be applied to ad groups and/or campaigns of your Google Adwords account. You can add, edit, and delete negative keywords, and export your entire negative keyword list onto spreadsheets.
3 Types of Negative Keywords
Use negative phrase-matched keywords and negative exact-matched keywords if you want your broad match keywords to be triggered by more search queries. For example:
Adding this negative keyword to your account would prevent your ads from showing on any search queries containing the terms free and trial. It wouldn’t prevent your ads from showing on variations of these terms, however. It also wouldn’t prevent your ads from showing on search queries that only contain one of the terms. The search queries one-day trial and free test could trigger your ads, while free one-day trial could not.
Negative Phrase-Matched Keywords:
If you were to add this keyword to your account, the system wouldn’t let any search query containing the phrase free trial trigger your ads. The search query free trial lesson would not trigger your ads, for instance. Your ads could possibly show on the search query trial or free one-day trial.
Negative Exact-Matched Keywords:
This negative keyword would only prevent your ads from showing on the search query free trial. Search queries such as free trials, free, and one-day free trial could still trigger your ads.
Negative Keywords for Adwords Content Network
The principle of negative Keywords for Adwords content network campaigns and ad groups work the same way as that of search network campaigns and ad groups. Adwords often broadens negative keywords to include the synonyms or variations for content network.
Create Negative Keywords
To create your negative keyword list, think of search queries that you do not want triggering your ads and specify the irrelevant terms as negative keywords by placing a negative sign (–) before the word. Find negative keywords also through:
- Google’s new keyword tool (requires logging onto Adwords account)
Use SEO Book’s negative keyword wrapper tool to add the negative sign (-) to each of your keywords in your negative keyword list (which will be ready to import into your Google Adwords campaigns and/or ad groups).