Google Adwords Negative keywords

Negative Keyword Matching

The point of this blog is to share my marketing wisdom as I leave behind my work as a developer. I have a free course on udemy which covers essential tips which I have learned from running adwords campaigns since 2006. The course is free and is available <a title=”Google Adwords Essential Tips” href=”” target=”_blank”>here</a>.

I stumbled across an old customer last week who is paying for google adwords. Now the key thing is they are paying for their ads to be displayed for something <em>completely unrelated to their business</em>.

I was searching for a term related to something to do with software development. This particular tool has a name which also happens to be one of their product names too. So anyone looking for this keyword in the context of software development has no interest whatsoever in what he is selling (actually a small percentage might). But the point is this; the effectiveness of your ads is measured by the click through rate (CTR). So if your ads are showing for searches completely unrelated to your niche then your CTR is going to come down, and, even worse, your cost per click is going to go UP!

So how do you determine what negative keywords to include in your campaign?

Simple, use the google keyword planner and take some of the sites that are showing in the organic listings and run them through the keyword tool. This will give you a list of keywords you need to include in your negative keyword matches. So in our example this would be






If you aren’t including negative keyword matches in your campaigns then you really should investigate that the keywords you are bidding on are not triggered by some unrelated searches.

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