PPC (Pay-Per-Click) campaigns can be an effective way to drive traffic to your website and generate leads. However, to get the most out of your PPC campaigns, you need to use negative keywords. Negative keywords are keywords that you don’t want your ads to show for. By using negative keywords, you can improve your PPC campaign’s performance and drive more relevant traffic to your website. In this article, we’ll explore how to use negative keywords to improve your PPC campaign’s performance.
Identify irrelevant keywords
The first step in using negative keywords is to identify irrelevant keywords that you don’t want your ads to show for. For example, if you’re selling a product, you may not want your ads to show up for searches related to “free” or “cheap” versions of your product. Similarly, if you’re targeting a specific geographic area, you may not want your ads to show up for searches that are not relevant to that area.
Use negative match types
Once you’ve identified irrelevant keywords, you need to add them as negative keywords to your PPC campaign. You can do this by using negative match types, which allow you to specify how closely a search query must match your negative keyword in order for your ad to be excluded. The three types of negative match types are broad, phrase, and exact match. Broad match will exclude your ad for any search query that contains your negative keyword, while phrase match will exclude your ad for any search query that contains your negative keyword in a specific order. Exact match will exclude your ad for any search query that matches your negative keyword exactly.
Use negative keyword lists
If you have multiple PPC campaigns or ad groups, you can use negative keyword lists to exclude the same keywords across multiple campaigns or ad groups. This can save you time and ensure that your ads are excluded for irrelevant searches across your entire account.
Analyze your campaign performance
To ensure that your negative keywords are working effectively, you need to analyze your campaign performance regularly. Use your PPC platform’s reporting tools to track your campaign’s performance metrics, such as click-through rate, conversion rate, and cost per click. Analyze your data to identify which negative keywords are driving the most clicks and conversions and adjust your negative keyword list accordingly.
Be careful with broad negative match types
While broad match types can be useful for excluding a wide range of irrelevant keywords, they can also exclude keywords that are relevant to your campaign. Be careful when using broad match types and regularly review your negative keyword list to ensure that you’re not excluding any relevant keywords.
In conclusion, using negative keywords is an essential part of optimizing your PPC campaign’s performance. By identifying and excluding irrelevant keywords, you can improve your campaign’s relevancy, increase click-through rates, and drive more conversions. Use negative match types, negative keyword lists, and campaign analysis to ensure that your negative keywords are working effectively and driving the best possible results for your PPC campaign.