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Explain how you would use negative keywords to improve campaign performance.

Using negative keywords in a Google Ads campaign is a powerful way to improve relevance, reduce wasted spend, and boost ROI by preventing your ads from showing for irrelevant search queries.

🚫 What Are Negative Keywords?

Negative keywords tell Google not to show your ads for specific search terms that are:

  • Irrelevant to your product/service

  • Low-converting

  • Too broad or misleading

✅ How to Use Negative Keywords Effectively

1. Prevent Irrelevant Traffic

If you sell premium watches but not smartwatches, you could add:

- smartwatch
- fitness tracker
- Apple Watch

This ensures you don’t pay for clicks that won’t convert.

2. Refine Match Types

Like regular keywords, negatives have match types:

  • Broad match: blocks queries containing any of the words.

  • Phrase match: blocks queries with the exact phrase in that order.

  • Exact match: blocks the exact query only.

Example:

  • Negative keyword: "free trial"

  • Blocks: “SEO tool free trial”

  • Allows: “SEO tool demo” (if “demo” isn't a negative too)

3. Filter Out Low-Intent Searches

Block informational or research-based terms (especially in lead-gen or ecommerce):

- how to
- tutorial
- definition
- jobs
- salary

4. Use the Search Terms Report

Regularly check the Search Terms Report in Google Ads to:

  • Identify irrelevant queries that triggered your ad

  • Add them as negatives

  • Spot trends (e.g., if many people search for “used” and you only sell new)

5. Segment Campaigns by Intent

For brand campaigns, use generic product terms as negatives. For non-brand campaigns, you might exclude brand terms to avoid overlap.

6. Use Negative Keyword Lists

Create and apply shared negative keyword lists across multiple campaigns for:

  • Industry-specific exclusions (e.g., “cheap”, “scam”)

  • Global exclusions (e.g., “free”, “DIY”)

🎯 Real-World Example

If you're advertising luxury furniture, your negatives might include:

- ikea
- cheap
- second hand
- free delivery
- rental

This helps you focus your budget on high-intent, relevant traffic.

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