This can have significant adverse effects on your online advertising campaigns. Before we begin our discussion about negative keywords, it is essential to know what actually are Keywords?
So first, let us define a Keyword. A Keyword is a text or a phrase. That makes your advertisement appear when a user is searching for those particular results. Therefore, it becomes crucial for you to include the words that are being searched more than the other words. The keyword, decide which result will be displayed to a user when he asks a particular question. This determines the ranking of any search particular result. When something is being searched on any search engine. Now that you know what are keywords.
Let us now throw some light on Negative Keywords.
Negative Keywords are the Keywords that have an adverse impact on your advertising campaigns.
And they appear in searches where is not supposed to be. In simple words, it makes your ad that belongs to A type of product appear in the search results. When a customer is searching B or any other(except A) type of product via a search engine.
How does it impact your advertising campaigns?
Though negative keywords may increase your impressions or CTR by attracting reduced quality traffic. At the same time, they will reduce your campaign budgets considerably. Irrespective of the type of advertising model that you are using. You will end up paying far much higher amounts of money for your sales conversions.
For example, let us take Pay Per Click advertising. Suppose you have a website that is selling smartphones back covers only. But since it is likely to contain keywords like smartphones, therefore. It will make your ad appear to a user who wants to sell/replace his old smartphone. Since your ad is likely to appear in the ranking, it will attract visitors to your website. And this type of user can not reach the result. And can increase the bounce rate of the website. But, at the same time, it is still increasing your ad clicks and thereby reducing your budget.
they make you pay for the searches that are completely irrelevant for you. It will significantly reduce your Return On Investment on your advertising campaigns. So ideally, when should a business person start preparing a Negative Keywords list? Keep a check on these types of Keywords from the point in time you start your advertising campaign. This type of keywords list is to be reviewed frequently, and removed from your websites or pages at the earliest.