Negative Keywords are keywords that prevent your ads from being displayed when certain words or phrases are searched. It helps you communicate with search engines, telling them to eliminate specific search queries to avoid confusion and misrepresentation. For example, your business provides digital marketing services. You would include negative keywords such as jobs, careers, or training. The important aspect of using negative keywords is to find words associated with your product or service, but do not directly relate. If your business is not offering certain products, services, or opportunities, such as jobs, then including jobs as a normal keyword will waste your money and negative impact your ad campaign.
In order to manage the generic results associated with broad match keywords, marketers leverage negative keywords. Marketers will use broad match keywords to evaluate which search queries are good vs bad. Any bad queries that drive up your campaign cost and cost per click should be immediately added to a negative keyword list. Without using negative keywords your campaign can spiral out of control in several ways:
As you can see using negative keywords will significantly reduce irrelevant advertisement impressions so you can improve your quality score and lower your cost per click. Additionally, your cost per acquisition and ad spend will significantly decrease while your conversion rates will increase. It will also enhance user experience because they find relevant information they are searching for easier. Lastly, negative keywords also help decrease your website's bounce rates because customers aren't being misled. Instead of customers visiting your page and abandoning because your search results were misleading, you only receive interested a high-quality users visiting your web page.