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This week one of my email subscribers sent me a message asking me what negative keywords are.

That’s a great question! A lot of people don’t even realise that that functionality exists until they have a professional work on their Google Ads or they do a bit of research into it.

Essentially with Google Ads, you have two types of search keywords.

You have the “good” keywords where you’re looking for people who are typing these specific words into Google. Then you have “negative” keywords which are keywords that indicate that you really DON’T want to be advertising to that person because you’re likely to be wasting your money if you pay for that person to click on your ad.

For example, let’s say you’re selling hand-made baskets. You might have the word “basket” as a good keyword that you are looking for. But that has now opened you up to so many people typing in searches that include the word basket, many of which you don’t want to target.

So if you are a hand-made basket retailer you definitely don’t want to be targeting “ecommerce shopping basket software”. Those people are looking for a totally different solution to a totally different problem.

If you’re going to be paying anywhere from 50c to $5 or even more in some industries for a person to come to your website, then you want to be careful to exclude the randoms who aren’t a suitable buyer of your product or service. I’ll talk about how to do it in this video:



Now, if you’re working with a good Google Ads management service then they will look through all the search terms for people coming to your website and periodically add new terms to your negative keywords list if those keywords are not resulting in good outcomes on your website.

There will be obvious examples, like the baskets described above, but often there will be not-so-obvious examples where a user is in a research phase of his or her buying cycle and just isn’t ready to be a customer yet. In those cases whether or not to include it as a negative keyword depends on your customer acquisition strategy.

Nadia Rossi

It has been an absolute pleasure working with Petra over the last year and a half. 1834 Hotels centralises marketing for over 20 hotels around Australia, all with different branding and websites. On an analytics level Petra’s skills have allowed us to monitor and track our marketing efforts in the digital space. Bringing Petra onboard to manage our Google Ads was one of the best marketing decisions we have made. Her thoroughness and attention to detail is incredible, her insights have helped develop better marketing strategies and demonstrate to shareholders return on investment. I would highly recommend working with Petra.

Nadia Rossi Digital Marketing at 1834 Hotels Ecommerce / Hotel Google Ads April 23, 2020

Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018