Mastering the Art of Exclusion: Adding Negative Keywords in Google Ads

Want to supercharge your Google Ads campaigns and stop wasting money on irrelevant clicks? The secret weapon is negative keywords. They’re your bouncers at the digital door, keeping out the riff-raff of searches that will never convert. Think of them as the silent guardians of your budget, ensuring every penny contributes to a valuable lead or sale. So, how exactly do you wield this power? Let’s dive in.

Adding negative keywords in Google Ads is a straightforward process, but mastering the strategy behind it is where the real magic happens. You can add them at the campaign level to apply to all ad groups within that campaign, or at the ad group level for more granular control. You have two primary ways to add negative keywords: manually through the Google Ads interface or in bulk through Google Ads Editor.

Adding Negative Keywords Through the Google Ads Interface

1. Log into your Google Ads account. This seems obvious, but hey, gotta start somewhere!

2. Navigate to the campaign or ad group where you want to add the negative keywords. On the left-hand menu, select either ‘Campaigns’ or ‘Ad groups’ and then click on the specific one you want to modify.

3. Go to ‘Keywords’ and then ‘Negative keywords’. In the page menu (the one that appears after you’ve selected your campaign or ad group), click on ‘Keywords’. You’ll then see a tab labeled ‘Negative keywords’. Click on that.

4. Click the ‘+’ button. This will open up a window where you can add your negative keywords.

5. Choose your level: You’ll be presented with options to add negative keywords at the campaign or ad group level. Make sure you’re selecting the correct level for your needs.

6. Enter your negative keywords. This is where the magic happens. Type in each negative keyword, one per line. Consider different variations and misspellings your target audience might use. This is crucial for broad match negative keywords, but less so for phrase and exact match.

7. Select your match type. This is incredibly important. You have three options:

   • Broad Match: Prevents your ads from showing if the search query contains all the words in your negative keyword, in any order. This is the broadest option.
   • Phrase Match: Prevents your ads from showing if the search query contains the exact phrase, or close variations of it, in the same order.
   • Exact Match: Prevents your ads from showing only when the search query is exactly the same as your negative keyword, or a close variant.

8. Save your negative keywords. Click ‘Save’ and you’re done! Your negative keywords are now actively preventing your ads from showing for those unwanted searches.

Adding Negative Keywords in Bulk Using Google Ads Editor

Google Ads Editor is your friend when dealing with large lists of negative keywords.

1. Download and install Google Ads Editor. If you haven’t already, download the free Google Ads Editor from the Google Ads website.
2. Download your account. Open Google Ads Editor and download your account data.
3. Navigate to the campaign or ad group. Use the navigation on the left-hand side to find the campaign or ad group you want to work with.
4. Select ‘Keywords, Negative’. In the manage section at the bottom left, you’ll see “Keywords, Negative”.
5. Click ‘Add negative keyword’. In the data view, click “Add negative keyword” and select “Add negative keyword.”
6. Enter your negative keywords. You can type them in individually, but the real power comes from pasting a list of keywords. You can use the “Make multiple changes” tool to easily paste in a list of negative keywords.
7. Select your match type. Choose broad, phrase, or exact match for each keyword.
8. Post your changes. Once you’re happy with your negative keyword list, click the ‘Post’ button to upload the changes to your Google Ads account.

Frequently Asked Questions About Negative Keywords

Here are some commonly asked questions about negative keywords to help you become a true master of exclusion:

1. What are the different match types for negative keywords, and when should I use each one?

As mentioned earlier, you have broad, phrase, and exact match. Use broad match when you want to broadly exclude searches. For instance, if you sell running shoes and want to avoid searches for “free running games,” “free” would be a good broad match negative keyword. Use phrase match to exclude specific phrases and their close variations. For example, “-running shoe repair” would prevent your ads from showing when people search for “running shoe repair near me” or “where to repair running shoes.” Exact match is the most restrictive. Use it when you want to exclude a very specific search term.

2. How often should I review and update my negative keyword list?

Regularly! At least monthly, or even more frequently if you’re running a new campaign or seeing unexpected search terms triggering your ads. Keep a close eye on your search terms report (found within your campaign’s keywords section) – it’s a goldmine for identifying new negative keyword opportunities.

3. What’s the difference between negative keywords and audience exclusions?

Negative keywords prevent your ads from showing for specific search queries. Audience exclusions prevent your ads from showing to specific groups of people based on demographics, interests, or behaviors. They serve different purposes. Negative keywords refine search relevance; audience exclusions refine user relevance.

4. Can I use negative keywords at the account level?

Unfortunately, no. Negative keywords can only be applied at the campaign or ad group level. This lack of an account-level setting can be a pain, but it forces you to be more strategic with your exclusions. Shared negative keyword lists offer a workaround for this, which we’ll cover later.

5. How do I use the search terms report to find negative keyword opportunities?

The search terms report shows you the actual search queries that triggered your ads. Review it regularly to identify irrelevant or low-performing search terms. If you see searches that are costing you money but not leading to conversions, add them as negative keywords. Filter the report by cost, impressions, or clicks to quickly identify the biggest drains on your budget.

6. What are shared negative keyword lists, and how do I create them?

Shared negative keyword lists allow you to group related negative keywords together and apply them to multiple campaigns. This saves time and ensures consistency across your account. To create one, navigate to ‘Tools & Settings’ > ‘Shared Library’ > ‘Negative keyword lists’. From there, you can create a new list, add your keywords, and then apply the list to the campaigns you choose.

7. How many negative keywords should I add to each campaign or ad group?

There’s no magic number, but err on the side of being thorough. The more irrelevant searches you exclude, the better your campaign performance will be. Start with a solid base of common irrelevant terms, and then continuously refine your list based on your search terms report.

8. Can I use symbols or special characters in negative keywords?

Generally, no. Google Ads typically ignores symbols and special characters in keywords. Stick to letters, numbers, and common punctuation like hyphens.

9. What is keyword cannibalization, and how can negative keywords help prevent it?

Keyword cannibalization occurs when multiple keywords within your account are competing for the same search queries. This can dilute your ad relevance and lower your Quality Score. Negative keywords can help by directing traffic to the most relevant ad group for a specific search term. For example, if you have separate ad groups for “men’s running shoes” and “women’s running shoes,” you could add “women’s” as a negative keyword in the “men’s running shoes” ad group (and vice versa).

10. How can I use negative keywords to target a specific geographic area?

While geographic targeting is the primary way to target specific locations, negative keywords can play a supporting role. For example, if you only serve customers in the United States, you might add the names of other countries as negative keywords to prevent your ads from showing to people searching for your products or services outside of the US.

11. What are some common mistakes people make when using negative keywords?

• Being too broad: Avoid overly broad negative keywords that might inadvertently exclude relevant searches.
• Forgetting to use match types strategically: Using the wrong match type can lead to over- or under-exclusion.
• Not regularly reviewing and updating your list: Stale negative keyword lists quickly become ineffective.
• Ignoring misspellings: Include common misspellings of relevant terms to capture those searches.

12. How do I track the performance impact of adding negative keywords?

Monitor your key metrics like click-through rate (CTR), conversion rate, cost per conversion, and return on ad spend (ROAS) before and after adding negative keywords. If you see improvements in these metrics, it’s a sign that your negative keyword strategy is working. Don’t be afraid to experiment and refine your approach based on the data.

By mastering the art of negative keywords, you’ll not only save money but also improve the overall performance of your Google Ads campaigns. So, get out there and start excluding! Your budget will thank you.