Exclude keywords
The opposite of keywords are exclusion keywords. You can also call them negative keywords. Exclusion keywords actually cause your ad not to be shown to users who search for a particular keyword. This also sounds very negative, but it prevents your ad from being shown within word groups and keywords that are not relevant to your ad. You can add your own words to your list on Google with exclusion keywords to prevent your ad from being displayed unnecessarily.
What do exclusion keywords look like?
To determine exclusion keywords, you need to look at anything that is not relevant to your ad campaign. Even though this sounds simple, excluding keywords is hardly performed by SEO and SEA specialists. To determine exclusion keywords, we have prepared the following example issue: A vendor in Breda sells wooden tables
So the seller does want to be found on the following keywords:
- Wooden tables Breda
- Tables wood Breda
- Wooden table store Breda
The terms on which the vendor does not want to be found are:
- Wooden tables Tilburg
- Tables wood Tilburg
From this example, the exclusion keywords are "plastic" and "Utrecht. Of course, there are other exclusion keywords from this example that can be added to the list. But through this example you have a bit of an idea how to determine exclusion keywords.
Exclusion keywords in Google
By incorporating the right exclusion keywords with an ad campaign, you can reduce irrelevant search traffic. There is no need to create a new list with every ad campaign if you create a default list that can be used more often. When configuring the Google ad campaign, these terms can be entered. Displaying your ad only on relevant searches will lead to a higher quality score. This then ensures a higher position in Google's search results and a reduction in CPC (Cost-Per-Click). Thus, by focusing on exclusion keywords, you can increase conversion rates and target the right audience.
