What are Negative Keywords and How to Use Them || Ranker Monkey

 

What are Negative Keywords? And how to used them?


What is Negative Keyword? || Negative keyword|| What are Negative Keywords and How to Use Them || Negative Keyword || Ranker Monkey



Welcome to the Ranker Monkey. In this blog we're going to discuss negative keywords. Now, we're going to refer to negative matches as just negative keywords to avoid confusion. Because negative match type doesn't actually trigger ads. Negative match types are purely a preventative measure. For example if you had an ads group that just had a few negative keywords you would never get a single impression right. 


Negative keywords just mod moderately and they put additional limitations on your positive keywords. So, you have your positive keywords that have your broad match broad match modified phrase and exact these keywords put additional limitations put additional restrictions and negative words allows broad match and broad match modified and phrase match to be so good. When you use them in conjunction with these keywords. 


So, negative keywords use that negative minus symbol to prevent words and phrases found in search terms from triggering your ads. It can be a broad phrase or exact match and that gets a little complicated because that makes negative words(keywords) its own strategic concept unto itself. So let's take a look at a few different negative words(keywords) examples based on different match types and see how they would affect search terms from triggering our ads.


What is Negative Keyword? || Negative keyword|| What are Negative Keywords and How to Use Them || Negative Keyword || Ranker Monkey

 

So, first we'll take a look at a broad match example and of course broad match is just the negative and the keyword. And in the same way that broad match positive keywords include the most amount of potential search terms. Negative broad excludes the most amount of potential search terms. So, for example when I do negative faux leather I'm telling Google that anytime faux leather shows up in a search term. Doesn't matter what else if it's there don't trigger ads. 


So, ads will not show for faux leather chairs leather faux chairs because faux leather are in both of those search terms ads can show for leather office chair faux leather desk accessories. But you have to be careful because just as broad match negatives excludes the most potential amount of queries. If I have two words which I do here, faux and leather I'm telling Google that only when those two words are in the search term do I forbid you from showing ads. 


So, as we know ads will not show for faux leather chair and leather faux chair because faux and leather are in both of those potential search terms. But ads can show for leather office chair and faux desk accessories even though leather shows up here and faux shows up there . In that search term my net negative keyword is faux leather. 


So, if I wanted to not show up for faux or for leather what would I need to do? I would need to have negative for and I would also have to have a separate negative leather. If I had those two separate keywords then I wouldn't show up for either leather office chair or faux desk accessories. Now, let's take a look at negative phrase matches and again it works the same way. I'm telling google with a negative phrase match it's again it's enclosed in quotation marks. 


And a negative phrase match says when the words of this specific phrase in this specific order show up in any search term I do not want my ad to show. So, over here I have negative brushed metal and this is how you would add that into your account with a negative sign and then the keyword in quotation marks. So, your ads will not show up for buying brushed metal cabinets and brush or brushed metal office chairs because brushed metal shows up in the order of my negative keyword in both of those search terms. 


But however, your ads can show for metal file cabinets metal brushed effect desktops even though metal and brushed both show up in the search room they're in a different order and remember. We're going by phrase matching and the defining characteristic of phrase match is the words enclosed in the par in the quotation marks have to be in that order metal office chairs because metal is not its own negative keyword. It's brushed metal together in a phrase match that's a negative word(keywords). 


So that's how negative phrase match works and there are different situations where you have to take a look at the search terms that are triggering your ads and figure out should a keyword be added as a negative phrase match, a negative exact match, a negative broad match. And I'm going to walk you through a live account to show you how I would strategically add negative keywords with which match type.


Now, let's finally take a look at the exact match so the exact match again uses the brackets. So the exact match I have negative office chairs in brackets and it's the same thing conceptually as exact match positive. So my exact match positive keyword is giving me the most control over which search terms show up and I'll get the fewest search terms, let's say or this or the least variability in search terms. That would trigger the same thing as the negative. 


A negative exact match knocks out the fewest amount of search terms. It's the least constrictive of the match types, positive math type is the most restrictive form of match types and negative match types is the least restrictive form of match type. So, I guess in that way it's sort of the opposite. So, if my negative exact match keyword is negative brackets office chairs. My ads will not show up for the search office chairs. 


But my ads could show up for leather office chairs, office chairs for sale, chairs for an office. It doesn't matter, the only time I don't want my ads to show is for office chairs. So, for example if i'm popping how would i treat the word free. If I'm seeing freedom, I sell office shares. I don't want to cater. I don't want to be in front of people potentially getting charged per click if somebody's looking for free office chairs right. 


How would I be treated free? What type of negative match type would that be? What do you think? if you answered broad you'd be correct. So, for popping I would want to have negative free as my math type which basically tells Google whenever free shows up in any search query don't trigger any of these keywords. That's just not a search term if free is showing up anywhere I don't want that to trigger my ads. 


Now, say I'm running an ad group for wheeled office chairs or office chairs on wheels or my that section that has wheels and I only want to show ads to people who are searching for chairs that have wheels and I have some broad match keywords in the in the ad group and I look at the search term report and I see that I'm getting a lot of searches for just office chairs. Now office chairs is a search term that I want to show for right. 


Office chairs is still a search term that I want to pay for. I just don't want it being sent to that page and maybe I don't want to pay as much as I'm willing to pay to click from my wheelchairs right. So, this is where traffic sculpting comes in. Think of negative keywords as not only filters but as sculptors as well. I'm going to talk to you in more depth about traffic sculpting shortly but this would be one idea of traffic sculpting. 


That negative keyword exact match office chairs at the ad group level on my wheeled campaign which would tell google that when anybody searches for office chairs you're not allowed to trigger an ad from this ad group it must go to a different anchor that might have an eligible keyword and hopefully that would be sculpted. So, I'd be sculpting that search term to the proper ad, I'm going to show you some other potential use cases for traffic sculpting, I'm going to show you how to set that up in google ads, I'm also going to show you how to use the traffic sculpting feature in optimizer which is super super cool. 


So, negative keywords exact match certainly have a place and there are plenty of times that you would want to use exact match negative for an account irrelevant keyword list or at the campaign level of course as well. So, that's how to start thinking about negative words(keywords) and some of their specific characteristics and of course using all the different match types and understanding how the match types interplay with negative match types with negative word(keywords). 


Again, we mentioned this could be added at the ad group level, the campaign level, which means if you add an ad group if you add a negative keyword at the ad group level. You're telling google to look at these negative words(keywords). When you're assessing which search terms to trigger keywords in this ad group. You could add negative words(keywords) at the campaign level and then google applies those negative words(keywords) to all the ad groups in that campaign. 


You could also add negative words(keywords) lists and apply those lists to multiple campaigns. Which is a really really powerful feature and I'm going to show you how to use those to your advantage. All three of those things are really important negative keywords the ad group level are typically done for sculpting purposes. When you want to make sure that the ads are being shown to the right user for the right search terms. 


What is Negative Keyword? || Negative keyword|| What are Negative Keywords and How to Use Them || Negative Keyword || Ranker Monkey


So, you sculpt traffic to different ad groups. You add them at the campaign level and you add negative keyword lists to stay organized. All those things as well you also need to understand research tools for negative words(keywords) and we're going to talk about research tools for negative words(keywords) as well. So, you're going to take a look at the search terms report which is free google autocomplete suggestions free, google related searches free, soovle.com which is a really really cool website that gives you some great positive and negative words(keywords) suggestions. 


Ubersuggest.org. we've mentioned that in the keyword research and keyword planning sections free. Some paid versions OPTMYZR, SpyFu, SEMrush, Word stream also have a more expensive version. But more sort of like agency management software that also makes finding negative keywords. But you could get very very far and run highly professional campaigns as I have for a long time with the free research tools available to you. 


As long as you spend the appropriate amount of time using those keyword research tools and finding good ideas and making sure you're adding them to the right place and you're using the right match type for your keywords. Just to reiterate, negative keywords are extremely important. I have never in my life seen a google ads account that was really well put together. That was highly profitable. Many of the accounts that I manage and that our company manages have way more negative words(keywords) than they do positive keywords and in fact I would aim as a rule of thumb to a one-to-one match. 


If you have a hundred positive keywords in your account you should have at least 100 negative keywords. If you have 500 keywords in your account you should have at least 500 negative words(keywords) usually two to one. So, for every one or one to two for every one positive keyword you should have two negative words(keywords). That will show that you're actually spending time in your search report researching keywords. but it will also show that your account is not chock filled with phrases and exact match keywords. You're experimenting, you're getting aggressive, you're looking for new ideas. 


But you're also adding lots of negative keywords as you go along to make sure that over time you could retain the benefits of broad matching, but you're not wasting money on irrelevant clicks and on irrelevant traffic through negative words(keywords). 


Bad negative keywords ideas:


Think about how people would search for your product. Think about maybe eBooks is a negative keywords idea amazon, craigslist, cheap, free pictures, recipes, directions any of these search rooms that might be part of a keyword or way of somebody searching for your products or services. 


Start thinking about what negative keywords you would want as overall negative words(keywords) in your account that you wouldn't want any search terms showing up for which would again be what match type broad match. And then start thinking about how you might use negative words(keywords) for sculpting. 


What are examples of negative keywords?


  1. Faux leather - ads will not show for faux leather chairs or etc. -ads can show for faux leather desk accessories.

  2. Brushed metal - ads will not show for buy brushed metal cabinets - ads can show for metal file cabinets, metal office chairs

  3. Office chairs - ads will not show for office chairs - ads can show for leather office chairs, chairs for an office.


What is meant by negative keywords?

Negative keywords just mod moderately and they put additional limitations on your positive keywords. So, you have your positive keywords that have your broad match broad match modified phrase and exact these keywords put additional limitations put additional restrictions and negative words allows broad match and broad match modified and phrase match to be so good. When you use them in conjunction with these keywords.


Negative Keyword in Digital Marketing?

negative keywords use that negative minus symbol to prevent words and phrases found in search terms from triggering your ads. It can be a broad phrase or exact match and that gets a little complicated because that makes negative words(keywords) its own strategic concept unto itself. So let's take a look at a few different negative words(keywords) examples based on different match types and see how they would affect search terms from triggering our ads.


Negative keywords Tools?

  • Search terms reports (Free)

  • Google related searches (Free)

  • Soovle.com (Free)

  • Ubersuggest.org (Free)

  • OPTMYZR (Paid)

  • SpyFu (Paid)

  • SEMrush  (Paid)

  • Workstream (Paid)


Conclusion:


So, this is all about Negative Keywords by Ranker Monkey. You like this blog please write-down the comment section and please share this blog. If you have any quarry regarding blog please mention below.


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