SEM Campaigns: 10 Y’s: Step 4: Nullify
Google works by responding to keywords. However, some of these may be irrelevant to your marketing campaign’s goals. To manage these speedbumps, one must nullify negative terms, bringing us to step four in the 10 Y’s Campaign Plan for Google Ads.
Setting up negative keywords in each search campaign helps target key phrases to nullify irrelevant searches that unnecessarily deplete budgets.
For example, if you were selling used desks, one key phrase in your campaign should be “used desks,” but a negative keyword to add should be “free.” This will keep from having to pay for a click when someone searches “free used desks.”
As the campaign starts to compile data, review the search terms section to see which are performing best. Google Ads shows every impression, pinpointing key-phrases that generate paid clicks. This will identify any terms that may not have led to enough conversions or obvious key phrases that still need to be added as negative phrases to the campaign or ad group.
OptFirst has seen the use of negative key phrases turn SEM campaigns around by helping reduce non–converting traffic by up to 50%, delivering a profitable ROI. There is nothing negative about that.
Is your Google Ads campaign nullifying terms that throw away your money?