Adwords and PPC are the two most effective ways of targeting a select demographic of your clients. In most cases, you generally focus on keywords that you need to target. Apart from this, you should also focus on those keywords you do not want to target. This is known as negative keyword list.
Common negative keywords includes the word “free” and adult related keywords. Building a solid negative keyword list will help maximize your ROI as it prevents you from targeting on keywords that have low reach among your target audience. You can set up a negative keyword list even if you are in the middle of a PPC campaign, which will significantly improve your results.
Google has an extensive list of pre-built negative keywords, which includes common terms that no company wants to bid on. This is a great place to start, where you can find a credible pattern on how to choose negative keywords. It also pays to look at the keyword query provided by Google in Google Search Console and choose the keywords, which might generate impressions for you business, but are not in tune with what you offer.
You can then use Google’s keyword planner to find related terms that you do not want to bid for. Doing prior research and using common sense when setting up a negative keyword list will ensure a good ROI.
