It’s a fact that your ads will be shown to a much wider audience when your keywords are set to broad match. But, without a large AdWords negative keywords list, you’ll probably be very disappointed with your results. Given this fact, you’ll want to know how to create a meaningful negative keyword list for all your broad match keywords.
If you’re like most, you’ll use a keyword tool like Google’s to find targeted keyword phrases for your AdWords campaigns. Most people will look at the list their particular tool produces, pull out the relevant keywords for their campaign and then discard the rest.
The right thing to do with those discarded keywords is to use them to create your negative keywords list.
Although at first, this might seem strange, the fact is that your keyword tool has discovered these non-targeted keywords when researching your niche. Google obviously thinks they may be relevant and it’s up to you to tell AdWords that they are not.
Even More Negative Keywords
Having completed your initial AdWords negative keywords list, you’ll now want to expand your list based on your keywords performance. During the first few weeks of using your new keywords, you’ll want to run a ‘Search Query Performance’ report at least once a week. When you see keywords in your report that are not relevant or aren’t converting, you need to add them to your negative keywords list.
In the same way, you will also want to make a note of all those keywords you delete from your campaign because they are not profitable. Just because you’ve stopped targeting them as exact or phrase match, doesn’t mean that they won’t be picked up again by one of your broad match keywords. When you delete a keyword from your campaign you should add it to your list of negative keywords.
Always Monitor Your Results
Without a doubt, building a large AdWords negative keywords list for all your campaigns will make your broad match keywords much more targeted and profitable. However, while creating your list, you also need to keep a close eye on how your additions are affecting your conversions.
To avoid losing money, it is essential that you monitor your conversions using Google Analytics or the much simpler conversions tracking software included within AdWords.
You will then be able to reverse any changes if they have a negative effect on your sales.