Negative Keyword Tool


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The Negative Keyword Tool from WordStream works to keep your keyword and ad groups as tight, clean and relevant as possible, so negative keywords don't drag down your click-through rate, Quality Score, and ROI.

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Negative Keyword Tool

  1. 1. Negative Keyword Tool – The Right Way to Generate Negative Keywords<br />A negative keyword tool is used to identify and set negative keywords in AdWords – a practice that's crucial to PPC success. It ensures you're not bidding on low-value keywords that will reduce your click-through rate, lower your Quality Score and lead to wasted ad dollars.<br />The problem is, the standard ways of finding negative keywords are not only slow and tedious, they're incomplete. These methods set you up for failure because of all the potential negative keywords you miss.<br />There's only one negative keyword tool on the market that addresses all your negative keyword discovery needs. You want a negative keyword tool that:<br />Finds all your negative keywords, not just a fraction<br />Lets you designate negative keywords quickly, easily and in batches<br />Continuously suggests new negative keywords every day<br />Provides the option to automatically filter out negative keywords based on rules you set<br />That tool is WordStream. In the coming paragraphs, you'll learn the shortcomings of other negative keyword suggestion options and how WordStream leaves them in the dust.<br />The Problem with Other Negative Keyword Tools and Approaches<br />The old way of discovering negative keywords was very low-tech – search marketers would just sit around and brainstorm. For example, take a pet supply store engaged in e-commerce sales. You're getting lots of good traffic from keyword phrases that include animal names like “cat,” “dog,” “bird” and so on.<br />If you're following PPC best practices, you're probably using Google AdWords' broad match or phrase match option, so you can capture all kinds of pet-related search queries, not just the ones you've had the presence of mind to think of. But not every animal-based keyword is going to be relevant or profitable for your business. People searching on “cat burglar” and “top dog” are probably not in the market for pet supplies.<br />Bad news: If “cat burglar” isn't set as a negative term in your ad group for “cat,” you're bidding on it for no reason! That's why it's so important to designate negative keywords and save your money for keywords that might actually convert.<br />Imagine if you had to come up with a complete list of every negative keyword that a pet supply store would need. The list for “fish” alone would take hours or days (“cold fish” … “fish recipes” … “how to fish”), and you'd still never be sure that you hadn't left some terms out. And that's just one animal. It's an impossible task!<br />That's where a negative keyword suggestion tool comes in. Google AdWords does offer a search query report that lets you set negative keywords for an ad group, but it's far from ideal. The report, as pictured below, requires you to look at every single keyword and make a decision on whether or not to designate it as negative. That's all fine and good if you're only looking at a few keywords. But a report on a typical account could return hundreds, even thousands of queries. Going through all of them is going to be a very long and very annoying process.<br />That's not the only problem with Google's negative keyword tool. The report is also incomplete – it rolls up some of your clicks into a group marked “other queries”:<br />You can't see what those other queries are, and you can't take any action on them. So you'll always be missing some percentage of your negative keywords – spending money needlessly and hurting your Quality Score in the process.<br />There's one more problem with using Google's search query report as a negative keyword tool: It's reactive, not proactive. You can only set terms as negative keywords after they (mis)lead a visitor to your site. At that point you've already paid for the click.<br />The Solution: WordStream's Negative Keyword Tool<br />Unlike other negative keyword tools and methods, WordStream:<br />Shows you 100% of the keywords that are bringing visitors to your site.<br />Suggests potential negative keywords, so you don't have to start from scratch.<br />Allows you to set terms as negative before you pay for them.<br />Lets you add negative keywords in groups, versus one by one.<br />So you can get the job done efficiently and completely.<br />WordStream's negative keyword suggestion tool provides a list of suggested terms for your consideration. Just select the terms that have no value for you (such as “fish recipes”) and you'll be able to set them as negative terms.<br />You have the option to simply delete one term, but we recommend that you invest a few seconds to set a broad match rule, which will automatically wipe out any similar terms that may be lurking in the keyword group (like “easy fish recipes” or “recipe for tuna fish”).<br />Once you set a rule for a negative term, you'll never have to bother with that term again. Any other recipe-related keywords that may enter the database will automatically be filtered out of the keyword group and out of your life. You can use the tool to set negative keywords for just one group or your entire account. See how a little automation can save you a ton of time and effort (not to mention money)?<br />Plus, the more you use the negative keyword tool, the smarter it gets. As the keyword tool “learns” what's important to you over time, it makes more intelligent negative keyword suggestions, saving you even more time.<br />Remember, you don't have to wait until someone clicks on your ad to discover every negative keyword. You can use WordStream's keyword suggestion tool to add potential keywords to your database and designate negative keywords before they have a chance to affect your AdWords account.<br />WordStream's negative keyword tool works to keep your keyword and ad groups as tight, clean and relevant as possible, so negative keywords can't drag down your click-through rate, Quality Score, and return on investment.<br />Try WordStream's Negative Keyword Tool Free!<br />Sign up for a free trial of WordStream – you'll get first-hand evidence of how much time and money you can save with a faster, easier, smarter negative keyword tool. Try it now to start ramping up your ad groups' relevance and your marketing team's productivity.<br />Try the WordStream keyword management solution today<br />Request a live demo of WordStream<br />Download our PPC best practices white paper<br />