When running successful AdWords campaigns for small businesses and local markets, negative keywords are just as essential as regular ones. Negative keywords refer to terms that you don’t want your ads appearing for, as they may not be pertinent to your business or attract the wrong type of traffic. By using negative keywords, you can ensure your ad budget goes towards highly relevant and quality traffic – improving click-through rates (CTR), conversion rates, and ultimately return on investment (ROI).
In this article, we’ll review some essential negative keywords for small business and local AdWords campaigns.
- Free – This keyword may draw in those who are unwilling to pay for your products or services, decreasing the likelihood that you can convert them into paying customers.
- DIY – When marketing professional services, including the keyword DIY may attract those seeking to do it themselves rather than hiring a professional.
- Cheap – While your services may be affordable, using the word cheap could draw in price-sensitive customers who may not be willing to pay for what you provide.
- Jobs – Utilizing job-related keywords can draw in those seeking employment rather than those searching for your products or services.
- Free Trial – Incorporating this keyword can attract those who aren’t necessarily looking to purchase your services but instead seeking out a free trial offer.
- Used – When selling new products, including the keyword used can draw in customers looking for pre-owned items.
- Review Reviews – Reviews can be beneficial in building credibility, but including reviews in your content could attract those searching for information rather than those ready to purchase.
- Tutorial – Utilizing the keyword tutorial can draw in those seeking educational material instead of those ready to make a purchase.
- Comparison – Comparison shopping is a popular practice, but including the keyword comparison can draw in those who are not yet ready to make a purchase.
- Wholesale – If you don’t sell wholesale products, including this keyword can draw in those seeking to buy in bulk rather than individual customers.
By including negative keywords in your ads, you can guarantee that they only display to highly targeted and qualified traffic, increasing the likelihood of converting leads into paying customers.
It’s essential to regularly review your negative keywords and adjust them according to the performance of your campaign. Doing this allows you to continuously optimize your campaigns, ensure that your ad budget is going towards the most valuable traffic, and maximize its effectiveness.
In conclusion, negative keywords are an essential element of any successful AdWords campaign, especially for small businesses and local markets. By including these essential negative keywords into your campaigns, you can improve the quality of your traffic and boost conversion rates to paying customers – ultimately increasing your ROI.
