The Role of Negative Keywords in PPC Campaign Success

Without effective negative keyword research, you stand the risk of your adverts appearing in a wide range of queries, many of which will be irrelevant. If a user clicks on the ad and doesn't make a purchase, you still pay for the click. This means you could end up paying for many clicks from users who have no interest in what you have available, draining your advert budget without a good return.

How to Select Negative Keywords

It's essential when adding negative keywords to your PPC campaign that you make the right selection. Remember, it's all about preventing the risk of irrelevant traffic, while still reaching your target audience:

• Know your audience 
• Use keyword research tools and search data, such as Google Keyword Planner
• Be wary of broad match keywords
• Segment your keywords by service or product type
• Review and update your negative keywords regularly

Role of Negative Keywords in PPC Campaigns

Adding negative keywords to your PPC campaign offers numerous benefits that can improve the performance of your advert efforts:

• Improves ROI – prevents ads from showing to users who are unlikely to convert, reducing your budget and ROI
• Improves quality score – highly targeted campaigns with a good quality score helps to reduce your cost per click (CPC) and advert ranking
• Improves targeting – highly targeted adverts, only showing adverts to users who search for relevant keyword, increasing impressions, click through rate, and conversions
• Improves budget control – ensure your adverts do not appear in front of users who are unlikely to convert 
• Lowers conversion costs – eliminates wasted spending, helping to lower your conversion costs.

Conclusion

Negative keywords are valuable tools for any successful PPC campaign, helping to improve ad spending, targeting, and return on investment. You ensure your adverts only appear to an audience that are actively searching for the products or services you offer, eliminating any wasted links, and improving your campaign effectiveness. 

Bear in mind as with any element of a SEO or PPC campaign, your negative keywords need to be regularly reviewed and adjusted to maximise your return on investment, lower your cost per click and improve your quality score. 

Get in touch with the team at Genie Crawl today, we would love to help you ensure your PPC campaign is a success. Complete our online contact form now to secure your free evaluation and quote.