Stefan Drew - The Marketing Magician

FE, Education & Business Marketing: Quick, Effective, Low Cost Marketing

Stefan Drew - The Marketing Magician

Tag: adwords

Adwords Marketing: Using Negative Keywords

How to use Negative Keywords in Google Adwords campaigns


If you run Adwords campaigns for small, locally focused businesses you'll probably have a limited budget.  So focusing on people most likely to become customers is vital.  One way to do this is to use negative keywords in your Adword set up.

Negative keywords help you zero in on potential customers whilst preventing those people that aren't good prospects from seeing your ad.  In essence any negative keyword you add will not trigger your ad in a search containing it.


The same principle applies even if your campaign is not locally focused.


How to add negative keywords to your Adwords campaign


Adding negative keywords to your Adwords campaign is very easy.


Here's how.  Scroll to the bottom of the Keywords page of your Adwords campaign, expand the Negative keywords option box and add any words you DO NOT want to trigger your ads. You can use this to manage negative keywords at both ad group and campaign level.


Want to know which keywords I suggest you use in the negative form?  I'm posting those in over the next few days so watch this space.

More Google Adwords Marketing Advice from The Marketing Magician

 Google Adwords Marketing Tips .. continued 


4  Ensure your ads point to specific landing pages that focus on the product or sevice you are selling.


Don't ever send people to your homepage.  It unlikely to be specific enough (unless you have a single page site).  The rule is that if to see the product or service you are promoting the visitor has to visit a second page it is the wrong page to send them to.


So, If you are selling a flat in Faro and your search phrase focuses on that, don't send your visitor to a page that sells houses in the Algarve.  The Algarve page wil not be relevant to the ad they clicked on and they will lose interest if they have to search your site.  The Algarve houses page is only relevant if that is what your ads says.


Conversion rate is always proportional to the r e l e v a n c y between the ad and the landing page.


5  Don't advertise outside your target area


Google allows you to target your ads geographically.  The software they use means you can refine whre your ad is seen very precisely.  If could be a within 2 km radius of the Eiffel Tower or within Switzerland if you wish .. you decide.  The thing is you shouldn't just allow the whole world, or all of Europe, see your ad as you will be competing against a lot of advertisers and it will cost a fortune.


6 Match the language your advertise in to the country you target. 


One of my clients had me target his English language summer schools at Kazakhstan with ads in Russian.  It worked a treat.  But targetting a Russian language ad for English language summer schools at the UK is probably a waste of time!  


Bonus Adwords Tip


7  Reduce your bid before you reduce your budget

If you aren''t getting enough business from your budget, try reducing the bid amount before you reduce your total budget.


By doing this you will either get more visitors for the same budget or you will reduce your total spend.  In most cases you will actually do both. 


Want Help With Your Google Adwords campaign?


Then email me on 


To see part one of these Google Adwords tips go to …