Negative things, negative vibes, negative people… Negativity, in a nutshell, we have always wanted to be away from it. As we tread the road on the journey of our lives, we try practicing positivity, spirituality, goodness, etc., so that it can lead us to growth and success. But what if I tell you that in your journey through the digital world, where you are trying to achieve maximum ROI for your business, keeping away from the negative can actually hinder your growth prospects? What if I tell you that in your digital journey, keeping up and using the negative can actually turn to be positive for your business, its ROI, growth, and success? Sounds crazy! Doesn’t it? However, as crazy as this sounds this is actually true.
Well, don’t get confused! What I am talking about here is the use of Negative Keywords for running your ad campaigns!
Here’s a fact, companies and marketers spend almost a three quarter of their paid advertisements budget bidding on the wrong keywords. You could be doing that too. Another fact is, this is not at all affordable. If you are wasting that kind of money on your business promotions, a better option would be not doing it at all.
However, a perfect solution for this is going negative with the use of Negative Keywords while bidding for your ad campaigns.
Negative Keywords are simply the list of keywords that are not relevant to your business, the keywords that you are not targeting. These are keywords that help prevent the ad from triggering through a certain word or phrase that has no meaning to your business and is not creating any value for you.
The use of these keywords simply prevents your ad going to the screens of the wrong audience. Generally, the paid ad searches work in the fashion where the user types in a search query and then the ads are populated based on those keywords. So, you need to be prudent when bidding the keywords for your ad.
Let’s take for instance that you are an IT company engaged in providing IT solutions and services. However, there are a plethora of services and solutions when you are talking about an industry as dynamic as information technology. So, there is always a chance that you may not be covering some services, solutions, or technologies. So, while it would make sense for you to bid on the keywords that relate to the services you provide, for instance, you provide WordPress Development Services, so sticking to keywords relevant to it, like ‘wordpress development’, ‘wordpress theme development’, ‘wordpress plugin development’, etc., perfectly makes sense. However, suppose you don’t do customizations over the platform. In that case, the keywords like ‘wordpress customization’, ‘custom wordpress development’ will not create any value for your business. If your ad is triggering an audience searching on these keywords, your paid ad spend is getting wasted.
Negative Keywords simply block that action. You can simply add these keywords in the list of negative keywords when running your ad, and you are done eliminating the association of these words with your business.
Now you know that adding these keywords helps your ad from reaching a place where they shouldn’t be, but how do you know exactly what keywords your ad is triggering and what you want to eliminate? Well, it comes down to doing a regular audit of your account and analyzing how your ads are performing. As you go through your ads, you can analyze and identify what search queries are relevant to you. That will in turn help you refine your use of keywords and know the negatives you need to include.
It’s also a good practice to create a universal list of negative keywords so that you have a good collection of all the words and things that are entirely irrelevant to your business.
So, that’s how the negative keywords work. All you have to do is analyze your ad account on a regular basis, find the search queries that are irrelevant, and keep adding them to your list of negative keywords. And that’s how the negative becomes a positive for you making your ad campaigns more successful in delivering you better click through rates, higher traffic, and more conversions.