Negating Keywords in Google Ads: Why Should You?
Posted: Mon Jan 20, 2025 8:08 am
Google ads are still a great way to attract new customers and generate sales. Despite the discussions about the future of search engines in the age of artificial intelligence , the truth is that Google remains one of the great references for people when it comes to searching for information, products and services. Data from SemRush , for example, shows that it maintained its position as the most visited website in Brazil, well ahead of ChatGPT.
Therefore, having optimized campaigns on Google Ads, Google’s advertising platform, is essential to achieve satisfactory results with digital marketing. After all, if you have an English course, for example, there’s nothing better than your website appearing as a result when someone searches for “English course in RJ”, right?
However, for someone searching for a “free English course,” it might not be worth it. After all, this user will come in, see that your course is paid, and will not generate a conversion (enroll, get in touch, or leave their details to become a lead).
You might be wondering: OK, but what do I have to lose, even if the person doesn’t office 365 database a customer? What if some visitors are convinced. In the case of paid Google campaigns, a lot! And that’s what I want to show you now.
First, let's understand what keywords are in Google Ads.
The concept of a keyword is relatively simple. It is a word or phrase that users use in a Google search and that can lead to your business.
For example, two very important keywords for a digital marketing agency are: “paid traffic” and “paid traffic agency”. Fizzing can then create Google Ads campaigns targeting people who search for these two terms.
Defining keywords that are important to your business is the first step to successful Google campaigns. These keywords need to meet two criteria: they must have a good search volume and they must be related to your business.
For example, looking at Google Trends , we see that “paid traffic” is a search term that is often used on Google:
Printout of the Google Trends tool showing searches for the keyword "Paid Traffic" on Google over time.
Since Fizzing offers this service, I can create a campaign on Google Ads so that every time someone searches for “paid traffic”, Fizzing’s website appears among the first results.
More specifically, a website page or landing page that is 100% focused on talking about this topic and that shows the agency's differences in this service. This way, we will meet a need that the user has already demonstrated to have.
Scheduled ads on Google Ads appear at the top of search results, with the word “Sponsored”, when a user searches for a term that you have defined as a keyword for your ad. For example, here are some companies that have created ads for the keyword “travel to Santa Catarina”:
Examples of ads made through Google Ads appearing at the top of the search "travel to Santa Catarina"
And why isn't it an advantage to appear in some searches?
Well, when you schedule a campaign on Google Ads, you are usually charged on a CPC (cost per click) basis. In other words, every time someone clicks on your ad link, an amount is deducted from the budget you have placed on the platform or charged to the credit card registered to your account. This amount can vary depending on several factors.
Taking the example I gave at the beginning of the text: let's say someone who is looking for a free English course sees your ad at the top of the search results and clicks on it, without having any chance of converting into a client/student. You have wasted part of your investment unnecessarily.
Therefore, having optimized campaigns on Google Ads, Google’s advertising platform, is essential to achieve satisfactory results with digital marketing. After all, if you have an English course, for example, there’s nothing better than your website appearing as a result when someone searches for “English course in RJ”, right?
However, for someone searching for a “free English course,” it might not be worth it. After all, this user will come in, see that your course is paid, and will not generate a conversion (enroll, get in touch, or leave their details to become a lead).
You might be wondering: OK, but what do I have to lose, even if the person doesn’t office 365 database a customer? What if some visitors are convinced. In the case of paid Google campaigns, a lot! And that’s what I want to show you now.
First, let's understand what keywords are in Google Ads.
The concept of a keyword is relatively simple. It is a word or phrase that users use in a Google search and that can lead to your business.
For example, two very important keywords for a digital marketing agency are: “paid traffic” and “paid traffic agency”. Fizzing can then create Google Ads campaigns targeting people who search for these two terms.
Defining keywords that are important to your business is the first step to successful Google campaigns. These keywords need to meet two criteria: they must have a good search volume and they must be related to your business.
For example, looking at Google Trends , we see that “paid traffic” is a search term that is often used on Google:
Printout of the Google Trends tool showing searches for the keyword "Paid Traffic" on Google over time.
Since Fizzing offers this service, I can create a campaign on Google Ads so that every time someone searches for “paid traffic”, Fizzing’s website appears among the first results.
More specifically, a website page or landing page that is 100% focused on talking about this topic and that shows the agency's differences in this service. This way, we will meet a need that the user has already demonstrated to have.
Scheduled ads on Google Ads appear at the top of search results, with the word “Sponsored”, when a user searches for a term that you have defined as a keyword for your ad. For example, here are some companies that have created ads for the keyword “travel to Santa Catarina”:
Examples of ads made through Google Ads appearing at the top of the search "travel to Santa Catarina"
And why isn't it an advantage to appear in some searches?
Well, when you schedule a campaign on Google Ads, you are usually charged on a CPC (cost per click) basis. In other words, every time someone clicks on your ad link, an amount is deducted from the budget you have placed on the platform or charged to the credit card registered to your account. This amount can vary depending on several factors.
Taking the example I gave at the beginning of the text: let's say someone who is looking for a free English course sees your ad at the top of the search results and clicks on it, without having any chance of converting into a client/student. You have wasted part of your investment unnecessarily.