Mistake #3: Not Using Negative Keywords
Another mistake people make is not using negative keywords. AdWords allows you to use negative keywords as a way to exclude keywords that are not a good match for your product.
For example, if you own an e-retail store that sells designer women’s shoes but not athletic shoes, then you won’t want your ads to show up on searches for “women’s running shoes” but do want them to show up on searches for “women’s shoes.” Thus, you can add “running” as a negative keyword, and your ads won’t be shown for any searches that include the word “running.”
Negative keywords can be added at both the campaign and the ad group level. Thus, if a word should be excluded from only one particular ad group, then you can exclude it at the group level, but if you want it excluded from the entire campaign, then you can do that as well.
Recommendation: In order to find words that should be excluded, you need to dig into Google Analytics since it has more detailed information than AdWords about specific keyword searches. Within Analytics, click on “Acquisition,” then “AdWords,” and then “Matched Search Queries.”
Next, click on “Query Match Type” and then either “broad match” or “phrase match” to view the exact keyword phrases people are searching for and which ones aren’t converting well. Once you find phrases that aren’t converting, take a look to see if a negative keyword can be added to eliminate that keyword from your campaign without excluding terms that are performing well.