By Janet Driscoll Miller
Google is currently rolling out a new negative keywords tool as part of its AdWords Keyword Tool, and today I was able to try out the new addition. The negative keywords tool, when launched in an account, appears as a tab alongside of the â€œKeyword Variationsâ€ and â€œSite-Related Keywordsâ€ tabs. While long overdue, this tool will be especially helpful to novice Google advertisers who may not realize how to add negative keywords to their accounts.
There are two ways to find and select negative keywords:
Generate Negative Keywords by Selecting a Campaign/Ad Group
This method allows the advertiser to select the campaign and ad group on which to base the negative keywords. The tool then examines the full list of â€œpositiveâ€ keywords in the ad group and suggests negative keywords to accompany that list.
Generate Negative Keywords by Entering Positive Keywords
This method allows the advertiser to manually enter several â€œpositiveâ€ keywords for the tool to use as a basis for its negative keyword suggestions.
The tool performed well when provided broad, general terms. For instance, I entered the term cars into the tool, and it returned some respectable negative keywords such as -stolen, -pedal, and -rental. However, for more specific, long tail terms, such as specific auto makers and models, the tool had less relevant suggestions â€“ with some terms that made no sense at all. The tool likely needs further refinement, but it may aid novice advertisers to improving their ad targeting, and thus, click through rate, quality score, and conversion rate.
About Janet Driscoll Miller
Janet Driscoll Miller is president and CEO of Search Mojo, a full-service search engine marketing agency.