Negative keywords are essential for all AdWords advertisers. They help regulate campaigns for the desired performance. We discussed the importance of negative keywords in research campaigns. We will learn the importance of negative keywords in Shopping campaigns in this blog.
Why use negative keywords in Shopping campaigns?
We know that Search and Shopping campaigns are different. While search campaigns run on keywords, Shopping campaigns run on the product feed. Shopping campaigns deny advertisers the benefit of selecting keywords in search campaigns.
Negative keywords allow advertisers to control their Shopping campaigns to some extent. Therefore, negative keywords are essential for Shopping campaigns.
How Do Shopping Campaigns Work?
The product data flow is the heart of the Shopping Campaigns . Instead of keywords, Google uses data from your feed to match products to search queries from users. You send your feed via Merchant Center .
How to search for negative keywords in Shopping campaigns?
The search terms report in AdWords is the first step toward finding negative keywords. Make a list of search queries that are not related to your products. Use them as negative keywords.
A different approach to finding negative keywords comes from looking for competitors. Look at the buying ads of your competitors. Note the search queries for which their ads are showing and those for which their ads are not showing.
Use your competitor's brand as a negative keyword if you think its products are better than yours. Users looking for specific brands may not like to go with alternatives.
How to use negative keywords in Shopping campaigns?
Using negative keywords in an exact match prevents your ads from appearing for general and generic search terms.
Negative keywords also match searches for your ads.
How to structure Shopping campaigns?
The structure of your shopping campaigns is the key to implementing the negative keyword strategy. If you have all the products in a single ad group, the negative keywords can be painful. You could lose all the traffic, not just the unnecessary traffic.
To avoid this situation, we recommend the use of Unique Product Announcement Groups (SPAG) . Single-product ad groups have many advantages. Effective strategy of negative keywords is just one. SPAGs allow you to have negative keywords in Shopping campaigns at the group level of ads.
An active negative keyword strategy for Shopping campaigns can help you create high ROI campaigns. On the one hand, you save your campaigns from irrelevant search terms. And on the other hand, you create keyword-specific ad groups.
Creating SPAG is a tedious task, but it's the best way to structure Shopping campaigns.