As a business owner, you likely have an idea of what search terms are relevant to businesses like yours. On the flip side, it’s extremely important to think of adjacent search terms that are completely irrelevant to your business due to the nature of keyword match types.
Implementing a comprehensive negative keyword list on your entire search account is an easy way to provide air cover against serving ads in auctions that are not relevant to your business.
For example, if you are a small business specializing in selling wooden furniture, you might want to bid on keywords such as “desks for sale”, “wooden desks”, or “home office desks”. On the flip side, you’ll want to avoid triggering ads for searches related to company help desks or help desk software – a keyword category that often sees CPCs up to $20.
Instead of adding negative keywords to individual ad groups and campaigns every time an irrelevant search triggers your ad, layering on a phrase match negative keyword for “help desk” at the account level is an easy way to ensure there is no potential to incur ad spend related to these unrelated searches.
These are just a handful of measures that are opportunities to help eliminate the drudge work that is so common in paid search campaign management, particularly for newer paid search accounts. To learn about other tactics to grow your business, check out: "Ultimate Guide to Small Business Marketing".