This is a dynamite method for improving your CTR — one tiny change can literally double your results — but it’s definitely not for total beginners. One wrong negative keyword can flatline your account. If you’re going to give negative keywords a try, roll them out carefully into your ad groups, a few keywords at a time and allow a few days between attempts so you can measure the results of your changes.
What are negative keywords? Imagine you sell a product that treats hair loss in men. Pretty good chance one of your main keywords will be the phrase match “hair loss.” But, people search on “hair loss” for their pets, too. How do you deal with those folks?
That’s where negative keywords come in. You can prevent your ads from showing for any person who searches on hair loss for their pet. Open the Keywords tab, go to the Negative Keyword section and enter the words you want to exclude (negative keywords are always preceded by the minus sign):
–dog –pet –animal –cat
You can apply a set of negative keywords to one specific ad group or to an entire campaign. In the case of your hair loss treatment, the latter makes the most sense. Now, whenever someone searches for the words “hair loss” but also includes the words “dog,” “pet,” “animal” or “cat,” your ad is automatically prevented from showing.