A lot of companies are dubious of using Google AdWords as there is a misconception that it is very expensive; the truth is if your AdWords account is managed correctly, it will be very lucrative in terms of conversion from clicks to sales. One of the best tools available to aid in the management of your AdWords account is the introduction of Negative Keywords.
The main reason why AdWords accounts can be expensive is that your advert is appearing for unrelated searches and therefore being clicked on, which costs you money, only to find that your website does not contain the desired information and the user going back to the original search results. An example of this is a website selling gold jewellery. As a result, your advert will appear for the search terms ‘what is gold?’, which is not relevant to the information on your website and may cause costly clicks.
The Negative Keyword tool on Google Adwords will allow you to highlight those terms which you do not want to be shown for. This means that the searches that your advert appears for will be relevant to the content and purpose of our site, resulting in a higher conversion rate of clicks to sales.
Working out the types of keywords and search terms that are negative for your specific site is unfortunately a process of trial and error. At the beginning of any campaign, there will be wasted clicks until you have enough data to compare and realise what your negative keywords are. This is why it is important that your AdWords account is monitored and managed effectively.
To get you started however, we have compiled a list of common negative keywords that you may wish to consider for your AdWords account. For example, the majority of ecommerce websites will consider any search term beginning with ‘history of’ to be negative and will not want to be shown for this. E.g. the jewellery shop mentioned previously would not want to be shown for ‘history of gold’.
Common Negative Keywords
This is a relatively extensive list and not all of the terms will be relevant to your specific site, but it provides a brilliant starting point. Using some of these negative keywords from the outset will save you money as you will not show for them, therefore will not cost you with non-relevant clicks.
Remember that if you want to appear in search results organically (FREE) then you need SEO.
If you need any further advice or AdWords management, contact us today.