How do you maximize your budget without cutting into performance?
You’ve started running Google Ads, and maybe you’ve gotten a few sales/conversions, but you’re running out of budget pretty quickly every day. Other than raising budget, what can you do to get “more bang for your buck”? The answer is almost always negative keywords. For pretty much every Search Campaign there are some keywords that you want to exclude right off the bat. Here is a keyword list that covers a few different categories of negative keywords (jobs, general information, free samples etc.) that is a good start for most campaigns. You can include them as Phrase Match to almost every campaign you start.
While having a negative keyword list when you start running your ads is one way to save you money, to be able to get data relevant for your niche, you need to look at your Search Terms and exclude the ones which don’t make sense for you.
When you start running ads, you will inevitably see searches triggered that are not relevant to your merchandise. It is very important to go over these terms at least once a week (more for higher spending accounts) and exclude terms and phrases that irrelevant.
Below is where you can find your Search Term Report (Keywords and Account/Campaign Names are redacted):
By pruning away wasted ad spend every week, you ensure that your budget is used optimally across your campaigns. This compounds the effect of saving money; not only do you not waste it, you also have more budget to spend on the keywords that work.
Continually updating your negative keyword list to include as many “incorrect” search terms as possible is one of the easiest ways to make your ad budget as efficient as possible and score quick wins in the beginning of a campaign.