Step-by-Step Guide to Adding Negative Keywords in Google Ads

Step 1: Access the Negative Keywords Section

1. Log in to your Google Ads account.
2. Navigate to the campaign or ad group where you want to add negative keywords.
3. Click on the "Keywords" tab in the left sidebar.
4. Select the "Negative keywords" option from the sub-menu.

Step 2: Add Negative Keywords

1. Click on the blue "+" button to add new negative keywords.
2. Choose the level at which you want to add the negative keywords (campaign or ad group).
3. Input your negative keywords in the text box. You can add them in list format or separated by commas. For example:
   
   cheap, free, used, refurbished
   
   
4. Select the appropriate match type for your negative keywords:
   • Broad match: Excludes searches containing all the negative keyword terms in any order.
   • Phrase match: Excludes searches containing the exact negative keyword phrase.
   • Exact match: Excludes searches that are identical to the negative keyword.
5. Click "Save" to apply the changes.

For instance, if you add the broad match negative keyword "free trial," your ads will not show for searches like "sign up for free trial" or "free software trial."

Step 3: Create a Negative Keyword List

1. Go to the "Tools & Settings" menu at the top of the page.
2. Under the "Shared Library" column, click on "Negative keyword lists."
3. Click the blue "+" button to create a new list.
4. Name your negative keyword list and add your keywords, ensuring they are formatted correctly (one per line or separated by commas).
5. Click "Save" to create the list.
6. Apply the negative keyword list to the desired campaigns by selecting them from the "Apply to campaigns" drop-down menu.

Using negative keyword lists allows you to efficiently manage negative keywords across multiple campaigns, saving time and effort.

Benefits of Using Negative Keywords

Implementing negative keywords in your Google Ads campaigns offers several advantages:

• Improved ad relevance: By excluding irrelevant searches, your ads will only appear for queries closely related to your products or services, enhancing their relevance to the user.
• Increased click-through rate (CTR) and reduced cost-per-click (CPC): With more relevant ads, users are more likely to click on them, leading to a higher CTR. This, in turn, can result in a lower CPC, as Google rewards relevant ads with better placement and lower costs.
• Enhanced conversion rates: By targeting more qualified leads and reducing irrelevant traffic, you can improve your conversion rates and achieve a better return on investment (ROI).
• Efficient budget allocation: Negative keywords help you avoid wasting ad spend on uninterested audiences, allowing you to allocate your budget more effectively towards high-performing keywords and campaigns.

Best Practices and Optimization Tips for Negative Keywords

Selecting Effective Negative Keywords

Choosing the right negative keywords is crucial for optimizing your Google Ads campaigns. By carefully selecting terms to exclude, you can refine your targeting, reduce irrelevant clicks, and improve your return on investment (ROI).

1. Keyword Analysis

To identify potential negative keywords, start by analyzing your search term reports:

• In your Google Ads account, navigate to the Keywords tab and click "Search Terms" to see the actual queries triggering your ads.
• Look for irrelevant or poorly performing terms that are wasting your budget.
• Add these terms as negative keywords at the ad group or campaign level.

Keyword research tools like Google Keyword Planner, SEMrush, and Blobr can also help you discover related terms to exclude.

2. Common Irrelevant Terms

Create a list of general negative keywords that are irrelevant to your business or industry. Some common examples include:

• "Free" or "cheap" if you only offer premium products
• "Job," "career," or "hiring" if you don't have job postings
• "Download" or "torrent" if you don't offer downloadable content

Add these broad terms as campaign-level negative keywords to exclude them across all ad groups.

3. Management and Refinement

Negative keyword management is an ongoing process. Regularly monitor your search term reports to identify new irrelevant queries and add them to your negative keyword lists:

• Set a recurring reminder (e.g., weekly or monthly) to review search terms.
• Use filters to find terms with high impressions but low clicks or conversions.
• Add new negative keywords at the appropriate level (ad group or campaign).