Pay-per-click (PPC) campaigns are an effective way to drive traffic to your website and increase sales. However, if not managed properly, your PPC campaigns can quickly become expensive and ineffective. One of the most important aspects of optimizing PPC campaigns is the use of negative keywords.
Negative keywords are the search terms that you don’t want your ads to show up for. They are the opposite of the keywords that you target in your campaign. Negative keywords can help you save money on clicks that are unlikely to convert into sales, lower the cost per click, and improve the click-through rate (CTR) of your ads. In this article, we’ll show you how to use negative keywords in ecommerce PPC campaigns.
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Why Negative Keywords Are Important
Negative keywords are essential for PPC campaigns because they can help you avoid irrelevant traffic and improve the quality of your leads. If you don’t use negative keywords in your campaigns, your ads may appear for unrelated search terms, and you may end up paying for clicks that will not convert. In short, negative keywords can help you:
- Save money on irrelevant clicks
- Improve your ad’s CTR
- Improve the quality of your leads
How to Identify Negative Keywords
The first step in using negative keywords is to identify them. You can identify negative keywords using the following methods:
- Review Your Search Query Report: The search query report contains a list of all the search terms for which your ads appeared. Review this report to identify any irrelevant search terms that triggered your ads.
- Use Keyword Research Tools: Keyword research tools like Google Keyword Planner can help you find keywords related to your industry. Look for keywords that are not relevant to your products or services and add them to your negative keyword list.
- Check Your Analytics: Check your website analytics to identify search terms that were used by visitors who bounced or did not convert.
How to Implement Negative Keywords
Once you’ve identified your negative keywords, you can implement them in your PPC campaigns by following these steps:
- Add Negative Keywords to the Campaign Level: You can add negative keywords to the campaign level by going to the "Negative Keywords" tab in Google Ads. Click on "Add negative keyword" and enter the negative keyword.
- Add Negative Keywords to the Ad Group Level: You can also add negative keywords to the ad group level by going to the "Negative Keywords" tab in the ad group. Click on "Add negative keyword" and enter the negative keyword.
- Use Broad Match Negative Keywords: Broad match negative keywords can help you avoid irrelevant traffic by blocking search terms that are related to your negative keywords. For example, if you add "free" as a broad match negative keyword, your ads will not show up for search terms like "free shipping."
Tips for Using Negative Keywords in Ecommerce PPC Campaigns
Here are some tips for using negative keywords in ecommerce PPC campaigns:
- Be Specific: Use specific negative keywords to avoid irrelevant traffic. Instead of just adding "free" as a negative keyword, consider adding "free shipping" or "free samples."
- Review Your Negative Keyword List Regularly: Review your negative keyword list regularly to ensure that you are not blocking relevant search terms.
- Use Negative Keywords for Remarketing Campaigns: Use negative keywords in your remarketing campaigns to avoid showing ads to visitors who have already converted or bounced.
- Test Your Negative Keywords: Test different negative keywords to see which ones are most effective in improving the ROI of your campaigns.
- Monitor Your Campaigns: Monitor your campaigns regularly to ensure that your negative keywords are working as intended.
Negative keywords are an important aspect of PPC campaigns that can help you save money, improve the quality of your leads, and increase conversions. By identifying and implementing negative keywords in your ecommerce PPC campaigns, you can optimize your campaigns and improve your ROI. Remember to review your negative keyword list regularly and test different negative keywords to determine the most effective strategy for your business.