Lowest Common Denominator Method for Negative Keywords

Website SEO marketing is all about getting a site as high up in the search engine rankings as possible in order to attract more visitors. However, one aspect of SEO marketing that some people get wrong is the use of negative keywords in Pay-Per-Click (PPC) strategies.

Negative keywords have been essential in SEO marketing ever since Google effectively removed the capability to specifically target keywords by extending phrase match for broad match traffic.

One of the biggest mistakes that people usually make in their PPC campaigns is clicking the checkbox beside a search query that says “add as negative keyword”.

By following the lowest common denominator approach, site owners can optimise their negative keywords and save money and time. This approach will substantially lower the number of undesirable phrases they’ll need to keep track of.

Using the Lowest Common Denominator Approach

In essence, the lowest common denominator method uses the fewest words possible for the negative keywords. Negative keywords on most sites are typically single broad match terms. When necessary, it’s beneficial to employ two words as phrase matches; and, in some instances, even three or more.

Take, for instance, the search query “used cheap red shoes signed by Michael Jordan”. If a website only sells new, expensive red shoes but not anything with a signature, then creating a few negative keywords such as “used”, “cheap”, and “signed” can improve the site campaign’s performance.

It won’t help to add “Jordan” or “Michael” as a negative if the site offers Air Jordans. By adding the entire search keyword as a negative, there’s a decent chance that precious time will only be wasted as that exact search may never be searched for again. Instead, try to focus on more general terms related to the product.

What to Look Out For

SEOs that generate negative keywords should do so with caution. Even if the solution above is likely to accomplish the task, there’s also the risk of losing something important when done haphazardly.

It’s also worth checking whether the negative keyword being added has previously generated conversions. Using a full-funnel search technique should guarantee that any negatives added do not mess up the conversion chain.

When taking over an old account, removing all of the previous long-form negative keywords is not advisable as it can prove to be more work than necessary. The new, simplified terms can be added based on the old negative keywords. An exception will be if a lot of negative keywords have been previously used.

Many people are unaware of a cap on the number of negatives that may be added to each campaign. There can only be a maximum of 10,000 keywords in each campaign. This includes lists, ad group negatives, and campaign negatives.

Google will disregard anything over 10,000. Still, video and display campaigns have an even lower limit at 5,000 keywords.

How the Google Ads Mobile App Can Help with Negative Keyword Search

Utilise the Google Ads Editor when adding many negative keywords. However, when monitoring an account daily, it’s best to use the Google Ads mobile app. The application’s capabilities may be restricted, but it is useful when looking up negative keywords.

The app can help by using the broad match option and deleting everything but the word that needs to be added. Make sure to place the negative keyword where it belongs at the top. Even if an account has only one campaign, most keywords can be included in negative keyword lists. This is one of the best ways to keep one’s negative keywords organised.

Several keyword lists may be utilised to keep the negative keywords organised. This might be beneficial if the account expands. Let’s say that the search query is “red shoes”, as in the previous example. In that case, the process must be repeated, adding each negative keyword separately.

With this in mind, the mobile app should only be used as a backup to the primary negative keyword approach. Google previously eliminated all search queries, and the mobile app now shows far fewer keywords than the desktop version.

Final Thoughts

As stated earlier, be cautious about adding negatives. It’s critical not to break a conversion chain or keyword funnel accidentally.

Also, don’t just throw in negatives and forget about them. It might be beneficial to perform a yearly audit and reconsider some of the negative keywords used. After all, what was undesirable a year ago might be helpful the next. A single-word keyword that is negative could prevent hundreds or thousands of irrelevant clicks every day.

Only one specific term is stopped when opting to use a long exact match negative keyword. That term will likely never be used again, leaving things unsolved.

It’s important to keep things as straightforward as possible, much like with most aspects of a business.

Use Negative Keywords the Right Way

Negative keywords can help websites attract the right traffic and save money on advertising. Businesses can specify the terms that they do not want their ads to show up for by using this feature. This ensures that the ads are only being displayed to those interested in what is being offered.

We at position1seo.co.uk are experts in helping you use this feature to its potential. Our team of specialists have worked in the industry for many years and know exactly what it takes to get your website to the top of the search engine results pages. We will work with you to create a website SEO marketing campaign that targets your specific objectives and ensures that the right people see your website.

We can develop the best affordable SEO marketing strategies, allowing you to grow your web presence and dominate your industry, all without breaking the bank. Our services include Search Engine Optimisation (SEO), Pay-Per-Click (PPC) Management, Social Media Marketing, Conversion Rate Optimisation, and more.

Please do not hesitate to contact us if you have any questions or concerns regarding our services. Call us on 0141 404 7515 or write an email to jason@position1seo.com to learn more.