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Lucy Griffiths

Negative Keywords Produce Positive Returns

16th Nov 2007 Paid Search, Google AdWords, Paid Search 1 minute to read

There are many ways you can improve your Google AdWords campaign but using negative keywords effectively should be high on your list of priorities, particularly if you have no plans to out-source your pay per click to a professional search marketing agency such as Koozai.

One of the most powerful, yet under-utilised, techniques to use is that of negative keywords. A negative keyword, what on earth is that? Well, simply put it’s a word or phrase that when used will prevent your advert from showing if used in conjunction with another word or phrase that appears in your campaign.

For example, let’s say you sell blue widgets and you’re using a combination of match types to get the maximum exposure for this product. However, your keyword research has thrown up that there is a lot of searches for ‘used blue widgets‘. In this example, you would add the word ‘used‘ as a negative.

Although important with both broad and phrase matches, with Google’s synonym replacement on broad matches, it is imperative that anybody running an AdWords campaign has performed thorough keyword research to identify as many negative keywords as possible. Failure to do so will mean a poorly performing campaign costing far more than it need.

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