Sometimes people will end up on your site for the wrong reasons or you don't offer what they are looking for. We have identified some search terms that are costing you clicks but not leading to any conversions. You should consider adding these search terms to your negative list to drive more relevant traffic while also saving money.
How can they help?
They can help you send the correct traffic to your site based on your specific campaign goals. They can also save you money by eliminating irrelevant search queries from triggering your ads. Some benefits of using Negative keywords are:
- Increased CTRs – by eliminating potential search queries that don’t make sense for a particular campaign, you are increasing the relevance of your keywords to the copy which will in turn increase your CTR.
- Increased Conversion Rates – again by improving the relevance of your keywords to the copy, you are sending more qualified people to your site, which can increase your conversion rates.
- Save Money – wasted spend is a metric that you should be reviewing constantly. The number one way to avoid wasted spend is through negative keywords. You’ll want to add negatives to avoid spending money on the following searches that are irrelevant to your campaign goals. Searches that are costing a lot of money, but not converting.Searches that relate to products or services that you don’t offer.
How to select them.
The first and simplest way to add negatives is to use your judgment. For example. If you are a financial services provider like a bookkeeping platform, you might want to include the keyword "Free" as a negative. This way, searches like "Free bookkeeping tools" will trigger your ads to appear.
The next best way is to review your "search terms" report for any search terms that are not relevant to your business and adding them as a negative.