AdviceFood for thought

When 623 negative keywords just isn’t enough

By November 22, 2019 No Comments

Any decent Google Ads strategist has three daily habits. Caffeine, crisps and the Search Terms report.

The search term report can reveal a lot about Google’s updates and changes to the Ad Auction format.

Who remembers the Linkedin Posts with Basecamp crowing on about having to bid on their own brand because Google allowed other advertisers to bid on their name. It was spattered all over Twitter, the news and LinkedIn.

The linkedIn posts were duly filled with comments from ‘PPC experts’ with helpful suggestions and commentary.

What was blatantly and painfully obvious was that none of these ‘experts’ had clearly checked a search term report in the last 3 months. If they had, they’d have known that broad match modifier automatically bids on your competitor’s brands, whether you ask it to or not.

In this process, Google helpfully reads your keywords and website content and then matches those with other advertisers in the same auction, who also have the same content on their website. The result? Your advert appears as an automatic placement on your competitors name. Thus inducing a bidding war between the two companies who mistakenly believe they’re bidding on each other.

Thanks Google. So NO Basecamp, update; your competitors most probably weren’t bidding on your name. Google did that.

The answer? A robust native keywords list. Your negs are the words or phrases you specify that you don’t want to trigger your advert. Sounds simple.

We recently ran a campaign for a national cleaning brand. Easy meat. Or not. On checking the search terms report AFTER uploading the standard negs list, the search terms report was insane. Including, and inexplicably, “hamster for sale”. Really.

I **** you not. Feel free to ponder which variant of +Cleaners +In +Nottingham triggered “hamster for sale”. See competition at the bottom of the page.

Also – yes we know that other match types are available, but after a mass migration to exact & phrase, broad match modifier can be cheaper hence this strategy.

The result. We went mental and had a negs party – which we still do to this day. The negs party format was a few beers and a round circle table with shouters and scribers. What are all the variants of negs for a cleaning company. Here’s what we came up with. There are 623 in total.

Negative keywords
storage
sport
garden
lip stick
building
tennis
crib
wedding
sale
job
jobs
healthy
car
sofa bed
industrial
coffee
baby
water
school
b&b
job opportunities
deep
monster
air
shed
employment
blinds
bath
desk
how to
bed and breakfast
cottage
fire
community
face
online
shop
wallpaper
fuel
kennel
vinegar
red wine
expresso
engine
bus
bike
pc
laundry
kitchen
toaster
cooker
hair
washing
dish
nail
commercial
boot
washer
unit
basket
tips
powder
games
jelly
janitorial
clubs
recruitment
vacancies
schools
floor
paint
tile
shower
motor
seat
slab
chicken
shoes
rust
burn
gas
cat
quality
glass
fridge
head
edwards
bbq
telephone
grill
slow cooker
steam
roof
browser
rubber
acrylic
bar
chocolate
cheese
hire
lights
show
mildew
soap
hoovers
tiles
council
lease
bleach
hair dye
kettle
pipe
interior
curtain
sd card
rug
warehouse
insect
lorry
trial
motorhome
pepsi
ice cream
outdoor
breakfast
lawnmower
top
pub
clay
tent
fresh
quilt
boots
who is
gum
gravy
hospital
conservatory
grass
motorbike
petrol
beans
makeup
custard
total
sperm
eye
Dyson
interview
sugar
mattress
coat
scooter
pest
social
foundation
handbag
moto
brush
burns
silk
orange
cricket
self employed
direct
tesco
leather chair
let
guest
arms
Playstation
Universal
earrings
freezer
chesterfield
limited
bins
saddle
tractor
necklace
upholstery
bridle
strawberry
spread
brushes
harddrive
ironing
holiday cottage
mascara
egg
harness
Blinds
legs
amazing
pigeon
nursery
swimming pool
lunch
wool
fish tank
wages
wage
spaghetti
brownies
janitor
loft
putty
walking boots
scrub
hutch
morning
teeth
flue
guest house
Accessories
sick
builders
cloths
bucket
curry
hob
profit
vacumn
holiday homes
tomato sauce
dust bin
cushions
PS2
sunflower oil
tumeric
chewing gum
settee
wellies
wheelie bin
hut
floors
travellodge
path
hoist
crows
freeze
Office
moss
facias
pushchair
soiled
artificial plants
condiment
oil paint
venitian blinds
peanut butter
supper
cot
Hoover
carpet tiles
muddy
scrape
karndean
hoops
sterile
indeed
mould
holiday let
turd
baking soda
little chef
sports kit
treehouse
forrest
sticky
play dough
roman blinds
blocked drains
sherry
tar
3 piece suite
rayburn
aga
pathway
Tooth
apple juice
sweep
start a
mobility scooter
gloss paint
porridge
treacle
seagulls
tyre
air vents
cupboard
aqua clean
horsebox
rubbish
sash windows
how much
Fireplace
PS3
HGV
berries
dropping
beetroot
Flue
infestations
water melon
disinfect
dpf
hen house
puffa jackets
jet wash
hinch
garden spa
dental dentist
bunged
you tube
green bin
crevices
air bnb
nutribullet
how can I
van cleaning
automatic feeders
geroge foreman
home helper
professional smoke removal
leather suite
boil wash
horse rugs
conservatory cleaners
foorball
felt tip
montclare
burnt on
motorcycle cleaning
fone number
smart look
bright and beautiful
dog wee
where do I
End of Tenancy
what do I
frubes
umbrella care
pommegrante
full valet
Floor Spring
One off
PS1
fuel spillage
[beach clean blackpool] [helping hands cleaning fleetwood] video
truck
software
toys
naked
storm
urine
free
lip gloss
hotel
jacuzzi
stove
oven
dog
pet
basketball
buy
leather sofa
computer
performance
stroller
drive

Competition: What did we miss from our list? The winner gets a date with Guy Kingsley-Smith 😘

Meanwhile, if you need help managing your Ads’ negative keywords, give us a shout and we’ll take a look for you.

Leave a Reply