If you run PPC campaigns on Google AdWords, you probably spend a lot of time researching and choosing keywords. But are you also choosing negative keywords? Negative keywords work to exclude certain search terms from your campaigns. They can make sure your ads don’t show up on similar but unrelated searches, which in turn increases your ROI.
When choosing negative keywords, think of keywords that are similar to yours, but that customers looking for a different kind of product might use. For example, if you sell paper greeting cards, you might want to exclude searches for e-cards. Paying as much attention to your list of negative keywords as you do for you normal keywords can help make sure that you don’t waste time on these unrelated searches.
To come up with a comprehensive list, trying searching using your keywords, and pay attention to unrelated results. You can also use AdWords’ Keyword Planner. Enter your product title and see which suggested keywords don’t match up. These are good candidates for negative keywords.