Instructor: Negative keywords.
Negative keywords prevent your ad from being triggered
by a certain word or phrase.
Negative keywords can save you so much money
when used correctly.
For example, if you only sell luxury products,
then you can actually go into your Google Ads account
and put the word cheap as a negative keyword.
So, whenever someone goes onto Google
and searches for something similar to your product,
and they use the word cheap,
Google will ensure your ad does not show to that user.
Which means straight away,
you can block out clicks from people
who are looking for a product which you may not offer.
Which in this instance is going to be a cheap version.
Let's go over to the next slide
and look at an example of exactly
how this works in the real world.
So, before I go through the examples,
the symbol we use for a negative keyword
is the minus symbol.
So, this would be the symbol you add before the keyword.
Now, it can get a bit confusing
as you can have different match types
for each negative keyword.
You could have a broad match negative keyword,
you could have a phrase match negative keyword,
and you can have an exact match negative keyword as well.
It's really important to note
that the whole word you enter as a negative keyword
is going to become the negative keyword search phrase.
So, let's look at the top example.
The negative keyword for broad match of cheap ceiling fans.
So, if someone goes onto Google
and they type in cheap ceiling fans, your ad will not show.
It's the same story if someone goes onto Google
and types in ceiling fans cheap,
your ad will still not show to the user.
As a negative keyword is a broad match of all of the words,
cheap ceiling fans.
However, if someone goes onto Google
and they type in basic fans, your ad will show to the user.
Now, basic could be another term people use
to identify a cheap solution.
So, do bear that in mind.
The second option is going to be
a phrase match negative keyword.
So, it would be brushed metal fans,
and you'd have those words within speech marks.
So, your ad will not show
if someone searches for best brushed metal fan
or brushed metal fan price.
However, your ad will show
if someone types in metal fan or buy metal fan.
As a negative keyword you entered
was brushed metal fan.
Metal fan by itself and buy metal fans
are perfectly fine to show.
The last match type you can apply to a negative keyword
is going to be the exact match.
So, in this example,
we have an exact match negative keyword,
which simply says luxury fans.
So, if someone goes onto Google and types in luxury fans,
your ad will not show.
However, if someone types in companies
that sell luxury fans, your ad can show.
The reason being is because the negative keyword you entered
is simply just luxury fans.
If you wanted to block out when someone
types in anything to do with luxury,
then you'd have to enter the word luxury
as a broad match match type.
As a result, when it comes to adding negative keywords
to your Google Ads account,
I always recommend you go for the first option,
which is a broad match.
The reason why as a broad match negative keyword,
covers the most methods
that people can use to find your ads.
For example, if I did just sell luxury fans
and I didn't want anyone to find my ad,
who types in the word cheap,
then what I would do go over to my Google Ads account,
and I would add the word cheap
as a negative broad match keyword.
Understanding how negative keywords work
is super important.
As like I said, it's going to save you so much money.
So, let me head over to my Google Ads account
and I'll show you exactly how you can add
a negative keyword to your accounts.
So, to add a negative keyword, what you need to do
is go over to Keywords,
and then simply click Negative Keywords.
So, this is a whole section on your Google Ads account,
dedicated to adding negative keywords.
So, to add a negative keyword,
all you need to do is click NEGATIVE KEYWORDS here,
or you can click the blue plus icon up here as well.
And then once you're on this option,
you need to select your campaign.
So, let's go Campaign and then pick the Campaign we have,
which is Domestic Fans.
It's always important you add negative keywords
to your Campaign and not to an Ad Group level.
The reason why we want to add negative keywords
at the Campaign level and not the Ad Group
is because as you know, an Ad Group comes under a Campaign.
So, if we add a negative keyword to the Campaign,
then by default,
that's going to include all of our Ad Groups.
So, instead of just sitting here and thinking,
what negative keywords should I put in?
You can actually go back to your
keyword research template file,
and go over to your Negative Keywords.
So, these are all the keywords
that when we did our initial keyword research,
we deemed it not to be relevant to our business.
So, as a result, if you remember correctly,
I said to you, don't delete these keywords,
keep them on in another tab,
as we're going to use them later on in the course.
This is exactly what we're going to use them for.
So, instead of you spending hours, trying to find out
what people search for and if it's relevant
to your business, we've already done that research
and we've done heavy lifting.
So, now it's just a case of adding these keywords
over to our Google Ads account.
But instead of selecting all the keywords
and then copy them over to our Ads account,
we can actually be a little bit smart about this.
If you remember what I said a couple of minutes ago,
we can use a broad match negative keyword,
which is going to block out a lot of these keywords.
For example, all of these keywords here they start the same.
Can you, so the main word we're going to want
to block out all of these keywords
is going to be the word can.
The reason why, is when someone goes onto Google
and they type in the word can,
it typically leads to a question.
Now, we need to ask ourselves,
do we want to be shown our ad to users
who are going onto Google to type in a question?
The answer is no.
The reason being, is because these types of people
who have a low buyer intent.
They are not in the mood to buy a product.
And they're actually just looking for some information.
So, as a result, I'm going to take the word can,
go over to my Google Ads account, and paste it in like so.
I'm going to back to my list and see if I can find
any more negative keywords.
How big, we've got how to hang, how to choose.
So, another word is how.
Typically, people would go into Google and use the word how.
Again, they are not really the type of people
we want to target.
They're quite far down the buyer funnel
as they don't have much buyer intent behind the keyword.
And for the purpose of this training course,
let's just imagine we sell luxury fans.
So, what I'm going to do
is simply type in a negative keyword of cheap.
Notice how all the negative keywords I'm using
are the broad match negative keywords.
I'm not putting down any phrase match negative keywords,
such as cheap fans, and then add in my speech marks.
All I'm doing is I'm simply adding it down
as a broad match negative keyword.
Now, if you remember correctly,
you will remember me saying to you
that negative keywords should have a minus symbol.
However, when we upload this to Google,
because Google actually has a whole dedicated section
on Google Ads for negative keywords,
you don't actually need to add the minus symbol.
You are more than fine,
just to go over to your negative keywords
and enter them like so.
What I'm going to do is I'm going to upload
a downloadable resource to this video,
which is going to cover the most common negative keywords
that you should probably have in your Google Ads account,
such as words like Amazon and Walmart, and so on.
Because if someone types in those words in the search term,
then they are looking for amazon.com or walmart.com.
As a result, we don't want our ad to show.
So, once you've finished added in
all of your negative keywords,
you simply need to come down here and click Save.
And as you can see, Google has now added these three words
as a negative broad match keyword.