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Negative Keywords: What They Are and Why You Need Them

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As we have covered before, Keywords are words or phrases of text that help search engines identify what your content contains. When managed correctly, SEO keywords increase relevant, organic search traffic because your audience uses them when searching for something related to your brand.

Google, the world’s best search engine, and it’s algorithm analyze every keyword that users employ and match them with the content that best suits their needs. For this reason, you should use different keywords for SEO to target – or exclude different audiences at each stage of the funnel. That way, you can reach genuinely interested people in your business and increase favorable conversion chances.

Positive & Negative Keywords: Which One Is Right?

There is a wide range of keywords’ options. Still, marketers usually focus on positive keywords, which is the first mistake when building a pay-per-click campaign on Google because it’s not about positive vs. negative; both are equally important.

Negative keywords are a method that lets you exclude search terms from your campaigns and prevent your ad from showing to audiences that search for irrelevant but similar content. For example, if you’re a high school teacher who only offers math and physics classes, you might want to add negative search terms like biology teacher or social studies teacher.

The Importance of Negative Keywords

Negative keywords allow you to only generate ads for specific audiences, and you can add them to your entire business account, marketing campaign, or a particular ad group. Like positive keywords, you can use them in the following variances; broad match, phrase match, and exact match.

Negative keywords will ensure that you’re not wasting clicks on irrelevant queries. Saves you a lot of money because irrelevant users who aren’t a fit for your business aren’t clicking on your ads, depleting your ad campaign funds. Plus, your click-through rate (CTR) and conversion statistics will improve since you’ll reach the best potential audience.

Target the Right Audience with Negative Keywords

Google has introduced various updates over the past few years, and it’s hard to keep up to date all the time. As a business owner, you want the keywords on your website to be relevant to what people are searching for and exclude users that aren’t looking for your products and services.

If you want to boost your ROI and land right in front of people ready to enter your sales funnel, negative keywords are the ones you should be bidding on. Financbase designed a Google Starter platform to easily and quickly help companies with smaller budgets create successful PPC campaigns.


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