But collecting that information is only the first step. It’s what you do with that information that counts. One of the most important things you can do when running Google is choose negative keywords. These are keywords that are not relevant to your business. When you choose these keywords you are telling Google you don’t want your ads to show up when a user enters the term.

This article will explain more about why search term negativization is crucial when running Google Ads and how you can automate the negativization process.

What is a Search Term?

There is often some confusion around the difference between a search term and a keyword, and people use the two terms interchangeably. A keyword is a word or series of words that PPC managers choose to bid on in the Google search results page. You choose a keyword because you want users who search for this word to click on your ad as it is relevant to their search. When you choose a keyword, you also decide whether you want it to show up when users search for that exact phrase, or whether it can be a broad or phrase match.

A search term consists of words that users have input into Google. Your ad has then shown up on the Google results page and they have clicked on your ad and visited your website. If the search term is relevant to your business, you can add it to your keyword list and decide how much you will bid on it. If it’s not relevant, you can add it to your negative keyword list.

Negativizing Search Terms in Google Ads

To make sure you are optimizing your search campaigns, you need to not only target the right people, but also ensure you’re not attracting the wrong traffic. You don’t want your ad to show up to people who are searching for things that have nothing to do with your business or product. To do that, you need to negativize search terms. You can do this on an account, campaign, and ad group level.

You may have already put together a list of negative keywords for your Google Ads. In that case, you can upload these directly to Google Ads. You can then apply this list of negative keywords to future campaigns. But maybe you aren’t sure what kinds of words to add to your negative keywords list. In that case, you can take a look at the search terms report in Google Ads to understand how users find your ads. If you spot irrelevant terms, you can add them to your negative keyword list.

It’s important to remember that your list of negative keywords is not static and will be constantly evolving. To make sure you stay on top of your negative keywords and that they continue to be relevant, you need to regularly analyze your search terms report to see if you are attracting irrelevant traffic that is using up your budget. When you find new search terms that aren’t relevant to your business, you can add them to your negative keyword list.

You need to repeat this process for each ad group, as you may be targeting a different audience or focusing on different products or services. For example, if you manage PPC ads for a furniture business and you are running ads for tables, you don’t want people to find you using search terms related to chairs.

If you change your product or you decide to broaden or alter your campaigns, you can remove negative keywords from this list.

How Does Search Term Optimization Help Your Business?

No matter how big or small your budget is, you always want to make the most of every dollar. Search term optimization can help you do that. Firstly, the search term report shows you the words that people are using to find your business. If these search terms are relevant, bringing in traffic, and converting, then you can add them as keywords.

If you spot search terms that are attracting a lot of traffic and conversions, then you can choose to bid more on these keywords. If you see that some search terms are attracting traffic but not converting, then this is an opportunity to improve landing pages to boost revenue. You can also optimize the copy and images or videos in your ads according to the best search terms for your business.

You can also find new opportunities for new campaigns and ad groups based on the search terms users are putting in, as well as gauge the size of these markets based on search volume and website visits. 

Is it possible to automate search term negativization?

Combing through your list of search terms to find irrelevant keywords and add them to your negative keyword list is a time consuming process, especially if you are running several different campaigns. That’s why automating the process can help you optimize your campaigns and improve performance with the same budget but with a lot less effort.

PPC automation tools can simplify and speed up the search term negativization process. These tools work by analyzing search terms for set criteria and adding negative exact keywords. These tools also let you add cross-negative keywords to ensure you don’t have two campaigns targeting the exact same traffic, as this wastes your budget.

Implementing PPC Automation Tools

Now that you understand why search term negativization is so important, you need to find PPC tools that can help you automate the process. OrbitalAds’ automated keyword management tool automatically adds negative keywords across different ad groups when it detects they aren’t relevant. We do the heavy lifting so you can focus on getting all the other aspects of your campaign right and improving the performance of your Google Ads.

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