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negative keywords google ads

Published on: February 2 2023 by pipiads

How To Create A NEGATIVE Keyword List For Google Ads

in this video, i'm going to show you how to create a negative keyword list for your google ad campaigns. i'm also going to show you how to find the keywords that you should be including in that negative keyword list. and creating a negative keyword list is vitally important. it can save you a ton of money. here's why. so i'm in a google ad account here and this campaign. i've actually got the search terms report up for a campaign that's designed to sell interior design courses that are delivered online, and we can see in the search terms report, which shows which searches have caused our ads to be shown, people to click on our ads. that's costing us money. you can see that some of these are not relevant at all to what it is that we're actually offering, and we would rather our ads didn't weren't shown to these people searching for this stuff and therefore, people weren't clicking on and wasting our budget. now if, for example, home design software free that triggered one of our ads to be shown, someone clicked on it. that is absolutely something we don't want. that is a big waste of money. we want to make sure that anyone searching for home design software free is not showing our ads, and that's what negative keywords do. if we were to add in the negative keyword software or the negative keyword free- both things we would want to do in this campaign- that would cause? that would mean that anyone's searching for a term that includes the word software or includes the word free, our ad would not be shown and, as i said, no one's gonna therefore click on it, waste our budget, etc. so negative keywords are absolutely essential. they're partikularly important if you're using broad match- to some extent even phrase match- keywords in your google ad campaigns, because we know that the searches that our ads are shown for are likely to, in some cases, be less relevant to whatever it is that we offer. so very, very important to have a solid, comprehensive negative keyword list. if you're using broad match keywords and if you've been running google ads so far and let's say you're generating customers from it, you're generating leads, generating conversions, but they're a bit expensive. you'd like them to be cheaper. your business, your campaigns, would be more profitable. if you could do it, creating a solid negative keyword list, which does take time. i'm going to show you exactly how to do. it is absolutely the best way to go about doing that: getting rid of all those wasted clicks- all those people that clicked through onto your website but they weren't the right people in the first place. we could tell that, based on their search term, they were never going to convert. that's a waste. getting rid of all them is how you do it, okay. so how would you go about actually creating a negative keyword list? how do you add negative keywords? there's a number of different ways to do it. i'm going to show you a bunch of those and show you how to find good options. the simplest way is just to click on this negative keywords on the left hand side and then this big plus button up here. then, when it comes to creating our negative keyword list, we can either add negative keywords directly into a campaign, directly into an ad group level- obviously you need to select the right campaign, ad group, etc- or we can create a separate negative keyword list as sort of a separate entity that we could then use in campaigns and things going forward. if you know that your next keyword list that you're creating now is likely to apply to future campaigns, that's a good way to go. now there are certain negative keywords that just about everyone's going to want to add in. these would be words like free and cheap, cheapest. now, i'm assuming here that that's not one of your selling points, that you're not the cheapest in the market, in which case, if you are and you are proud of that fact and you really want to promote it, then by all means don't use that as a negative keyword. but most people are not going to want to include something like that. the same with free, obviously. again, i'm of course, assuming here that you're not offering something free on the front end. if you are, then you want to leave that in. but for the most part, businesses want to exclude those options because people searching for those terms. they're not the right sort of prospects. then there are things that you need to think about that are specific to your industry. okay, so branded terms. for example, if i was selling football boots but i just sell added ass football boots- i don't sell any from nike- then i'd absolutely want to include nike as a negative keyword, because any search term that includes that word. i do not want my ads to be shown, for when people click through um, they're going to be searching for nike football boots. if they can't find them, they're going to click off. that's wasted my budget. i'm going to show you more information around how to find which branded terms to include in a minute, because that's a really important point and can make a big difference. the next thing that you would want to think about including here as a negative keyword is terms that are specific to your industry, that people might be searching for that perhaps you don't provide that your competitors might so, for example, let's say i was an accountant and i offer accounting services but i don't do bookkeeping, in which case i would want to make sure that i include, if i can spell it correctly, bookkeeping as a negative keyword, because some people will be searching for things like accountancy and bookkeeping services. now i don't want my ad to appear for that. if i just provide accountancy services because someone's going to click through, realize that on my website, they're going to leave. that's a big waste of money. i'd much rather just just advertise the people searching for accountancy services and things related to that. that's a good example there. there's going to be different ones depending on what it is that you offer. the next way to add negative keywords to a list, campaign, ad group, etc. is to come back into the search terms report and to select the option. so if we go back to this home design software free, once i've highlighted, you can see, i can add as a negative keyword and i can add that into the ad group. it's in um. it was, you know, generated in the campaign or a specific negative keyword list. now, doing this, very, very important to be aware that google will default to the entire term and as an exact match. so anyone searching for home design software free in the future, once they've added this, will not see my ad. but because this is exact match and it's got the entire term in there, if someone wants to search for home design software without the word free, my ad would likely still be shown. so keep that in mind and explain more about keyword match types when it comes to negative keywords later on, because that's a really important topic. but what i would often do here is: yes, you could add that in as a negative keyword, but don't stop there. make sure you also add in, as we already discussed, software, because we're not selling software here, or the word free, because these interior design courses are not free. again, add that in just as a completely separate keyword by itself, so that if someone does search for home design software or free design software. all those will be excluded- very important point. but that's a good way to find negative keywords and if you have been running google ad campaigns already, they're up and live. definitely take some time and come through this search terms report, take a look at all the options and really go through and go. ah, that's not right. so another example might be art and design colleges. okay, well, this. what we're selling here is interior design courses that are sold online. it's not in a physical location like a college, so maybe we'd want to get rid of the word college colleges. add those in as negative keywords. aren't design? maybe we want to get rid of the word art. um, it's interior design. that's really what's being foc.

How To Find Negative Keywords For Google Ads

there's four ways to find negative keywords for google ads, and adding negative keywords to your google ads campaigns is crucial, because adding negative keywords will help you to save thousands of dollars, because when you add negative keywords to your google ads campaign, you're telling google: do not show my ad if someone types in whatever these negative keywords are, which means you're not wasting money showing your ads to people that don't want to buy your products. it'll help you to avoid wasting money on clicks that you don't want to pay for. the first tiknique to find negative keywords for google ads is keyword tool dot io. this is one of my favorite free ways to find negative keywords, and what's important about this is you can find negative keywords before you ever spend a penny on google ads. this will help you to find those negative keywords before you start your campaign, which will help you to save a lot of money. the second tool is the google keyword planner, and this is the most common way people use to find negative keywords for their google ads campaigns, and i'm going to show you, step by step, how to use this tool later in this video. the third and an extremely powerful way to find negative keywords for your google ads campaign is by using your own data. once you are already running some google ads, you can see, using your own data, what ads are you running that are not resulting in a sale, and you can take that information and you can create negative keywords from that, which will help you to avoid wasting money in the future. and fourth, and probably the most powerful way to find negative keywords is using a tool called bob's keywords, and i'll tok about bob's keywords at the end of this video and show you how i use bob's keywords to find a ton of negative keywords that could have saved me thousands of dollars. and i'll also show you how you can use bob's keywords for free at the end of this video, and i'm going to show you how to use all four of these methods live in this video. so make sure to smash the like button, because this video is going to save you a lot of money. the first tool we're going to tok about is keywordtoolio, and you'll go to this website and you'll type in an example of a keyword that you're targeting in google at, and i'm going to use my first ecommerce company as an example for this tutorial, and for that company we actually sold dance clothing, so i'll type in dance clothing into the search bar and hit enter, and the way that this tool works is it gives you all the auto completions that would normally be found in google. so if we go over to google and we type in dance clothing, you can see stores near me, store brands, shop near me. those are all the things that come up here. then what it does is it goes through the entire alphabet and puts the letter a and will show you all the results for the letter a. then it shows the letter b and all the results for the letter b. so what this is doing is it's helping you to figure out when people use your keyword- in this case, dance clothing- when they search for that in google, what are the other words that they're searching along with your keyword. and this is a very powerful way to find negative keywords. so let me show you what i would do here. so the first thing i would do is i'd look through this entire list and anything that i think should be a negative keyword i will click. and since we don't have a physical store, the phrase near me should be a negative phrase, because if someone's typing a dance clothing store near me, then i obviously don't want to advertise for that same thing with nyc. we do not have a store in new york city, so that's also something that i would want to use as a negative keyword. so i'm going to go through this and i'm going to keep looking: dance clothing ambassador. well, if someone's searching for a dance clothing ambassador, they're not looking to buy dance clothing, so it's probably not something that i would like to advertise for. we also don't sell shoes, so that's another negative keyword right there. and basically i'd go through this entire list and keep adding all the negative keywords, like right here, for instance, cheap. well, our dance clothing isn't cheap. so anyone that's typing the word cheap into google i don't want to show my ad for. and eventually, once i'm done going through this entire list, i'll go here and i can copy it to a clipboard or export those negative keywords to a csv. so already just adding these negative keywords is going to save me a lot of money. but the next tool you can use is the google keyword planner. and to find the google keyword planner you're going to go to google ads and you're going to go to your tools and settings and you're going to click on the keyword planner and then we're going to click on, discover new keywords. so the first thing we're going to put here is dance clothing as a seed keyword, as something to let google ads know kind of what we're looking for. i'm going to click, get results, and then this tool gives us a ton of different ideas, different keywords that are related to the keyword that we want to target for our ads. and for instance, we have here ballet dress. well, we don't really sell ballet clothing, so that's something that i'd want to add as a negative keyword. we also don't really sell belly dance clothing, so that's another negative keyword. this really has nothing to do with belly dancing. and then from there, i would continue to go down this list and click everything that i think has nothing to do with what we actually sell. bear dance clothing- well, i don't know exactly what that is, but we don't really have anything to do with bear dance clothing. and once you've found out, everything that you'd like to add is negative keywords. you can either click on this more and click to add them as negative keywords, or you can copy them and paste them. now one important thing is i'd actually want to make the word ballet the negative keyword- and i don't really care about the word dress, because we do sell addresses, but anyone searching for the word ballet probably doesn't want to come to our website and that would probably be a waste of money for us to bid on that keyword specifically. so in that case what i would do is i would click copy, i'd go over the negative keywords tab- add negative keywords- and i'd paste in these words and i'd modify it, because ballet is a negative keyword for us, belly is a negative keyword for us, bear is a negative keyword for us. i can also take all the other previous negative keywords that i have, copy those to the clipboard, come over here and paste them in and again i would get rid of all the words that don't really apply. so we have near me nyc, ambassador, shoes and cheap, and then, once we're finished, we can click the save button. now i want to show you an even more powerful way to find negative keywords and you can go into google analytiks and you'll go down to acquisition, google ads and search queries, and we can use this data to figure out what people are searching for in google. that's triggering your ad that you don't want to pay for, that you don't want to show up for, and let me show you what this process looks like. so i like to go down here and i like to go show 5 000 rows and this is going to show me a lot of different search queries. so i have a lot of different data to work with. and then i'm going to go up here to the top and i'm going to click export and i'm going to export it into a google sheet. then you'll quickly want to clean up some of the data, so i'll just delete this little header thing up here and i scroll down to the bottom and i delete the information down here because it's not really helpful for what we're trying to do. and then i like to look at where did i spend the most money? but i got the fewest conversions and i can see here: i spent over a thousand dollars advertising for unitards and made zero dollars from that. so not only am i going to turn this into a negative keyword, but i'm probably also just going to turn off this campai.

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How to Use Negative Keywords in Your Google Ads Campaigns

Sometimes being negative is okay, especially when it comes to your Google Ads campaigns. I’m toking about negative keywords. These words or phrases can help you see better results with your ad campaigns and put more of your investment towards people who actually want to spend money with your business. So what are negative keywords? Negative keywords are words that help you avoid showing up for unwanted searches with your Google Ads campaigns. When you create certain ad campaigns through Google Ads, you use different keywords so that people searching for a certain result or browsing a related website see your ads. But sometimes your ad may show up in front of people who aren’t quite interested in what you’re selling. Here’s a simple negative keywords example. Let’s say you fix instruments for a living. I’m toking trombones, cellos, flutesthose types of instruments To drum up business. you run a Search ad campaign targeting “musical instrument repair”. In your research, you discover that a popular search using your keyword is “musical instrument repair courses”. You don’t want to reach people looking for a class on instrument repair. That’s not going to make you any money, So you’d want to use the negative keywords feature to make sure you don’t show up for “musical instrument repair courses” and any other terms that aren’t relevant to you. This can help you not only save money, but also increase your ad performance. How you ask How Google Ads negative keywords help your business? Google wants you to create a good user experience with your ads. This is where Quality Score comes into play. Quality Score is a measure of your ad quality on a 1-10 scale. Google Ads uses your expected click-through rate, your ad’s relevance to the user and your landing page experience to determine your score. A higher Quality Score can lead to lower campaign costs and better ad placements. Using negative keywords helps you narrow your ad targeting down to the most relevant searches, meaning your ad will reach the most relevant people. If people in the market for what you’re offering click on your ad, it’s likely they’ll spend time on your website. This tells Google that your ad is relevant and your landing page is creating a good enough experience to keep users interested. Your Quality Score will get a boost and, since you’re using negative keywords to eliminate irrelevant terms, you'll spend less money on clicks from people who aren’t going to become your customers. Types of negative keywords. Before you start making your negative keywords list, you should know that there are a few types of negative keywords you can select for your ads: Negative, exact match. negative phrase match and negative broad match. Negative exact match keywords. Negative exact match keywords are the least restrictive of the three match types. Your ads won’t appear if someone searches using the exact phrase you specify. So, using the “musical instrument repair” example from earlier, if you make “musical instrument repair courses” your negative exact match keyword, you won’t show up for that phrase, but you may show up for other arrangements of the phrase, like “courses for musical instrument repair”. Negative phrase match keywords. In terms of restrictiveness, negative phrase match falls somewhere between broad match and exact match. With this negative match type you can exclude your unwanted phrases, but the words have to appear in the same order. Unlike negative exact match, the word or phrases you use for negative phrase match can have additional words attached to them. So let’s say you sell jewelry making supplies to consumers and you only sell in small quantities. You do some digging and notike. your campaigns are appearing for “jewelry making supplies in bulk”. That’s not something you offer, so you add “in bulk” to your negative phrase match keywords. Searches that won’t trigger your ads include “purchasing jewelry making supplies in bulk” and “in bulk jewelry making supplies”. Your ad may still appear for “bulk jewelry supplies” or any other similar searches that don’t use the full phrase “in bulk”. Negative broad match keywords. Negative broad match keywords restrict your ads the most, so use them wisely. With this type of negative keyword, your ad will not appear if a search uses all of your restricted keyword terms in any order. So with the jewelry making supplies example, say you don’t sell materials for pearl necklaces, Let’s make “pearl necklaces” your negative broad match keyword. Your ads won’t appear for searches like “pearl jewelry making supplies for necklaces” and “jewelry making supplies for pearl chokers and necklaces” because they use “pearl” and “necklaces”. If a search uses keyword variations like “pearls for necklaces” or “pearl necklace”, your ad may show because it doesn’t include both terms. Something as simple as a singular or plural word can trigger your ad. Hopefully those negative keywords examples clarified everything for you. I know it can be a bit confusing when you’re just getting started. Now that you know your options, I’m going to tell how to get started with a Google Ads negative keywords list, How to build your negative keywords list. If you already have ads running in Google Ads, you can look at the keywords your ads are appearing for and see if there are any irrelevant ones you can eliminate Then, using the knowledge you just gained about the negative keyword match types. you can go to the “Negative Keywords” section of your account and add those undesirable words and phrases to your campaigns or ad groups. If you’re looking to build a new list of negative keywords, you can start your research with a keyword tool. Tools like LSI, Graph, Ahrefs or Semrush all have keyword suggestion features that will help you build your negative keywords list. You might want to give Google Ads’ Keyword Planner a try. first, Type the keyword or subject you want to target into your preferred research tool and make note of any popular keywords that don’t really make sense for you to target. So in another negative keywords example, if you sell plastik bottles, you probably don’t want to appear for searches looking for glass bottles. Keep in mind that if you use “glass bottles” as a negative keyword, you might appear for “glass bottle”, because one word is plural and one is singular. Try to include all forms of your unwanted keywords in your list, maybe even common misspellings. Once you have your list ready, you can add it to your Google Ads account. Then get ready to start saving money and earn more qualified leads for your business. If you’re looking for a team of positive people to use negative keywords and other Google Ads: best practikes to drive a positive ROI. our pros would be happy to discuss what we can do for you, And that is all I have to say about negative keywords in this video. Before you launch your campaign, take a minute to subscribe to our YouTube channel and Revenue Weekly, our email newsletter, so you never miss the latest digital marketing insights. I’ve put the link to Revenue Weekly in the description for you. Thanks for joining me today.


Using negative keywords in AdWords

a negative keyword is a type of keyword that can prevent your ad from showing for a specific search term. negative keywords can help your ads reach the most interested customers, which can lead to a reduced cost and an increased return on investment. when choosing negative keywords, pick words that are similar to your keywords but unrelated to your products or services. here's an example. let's say you have a pet supplies store but you don't offer pet grooming services. by adding the word grooming as a negative keyword, you'll prevent your ad from showing to people who are searching for pet grooming services. ready to add negative keywords to your account? click the try Now button to follow along. first sign into your AdWords account and go to the campaign's tab. then click on the keywords tab. below keywords, click on the negative keyword subtab. now you'll see that there are two options to add negative keywords: ad group level and campaign level. if you want to add negative keywords for a partikular ad group, click plus keywords under ad group level. if you want your negative keywords to prevent your ad from showing on irrelevant searches for an entire campaign, click plus keywords under campaign level. going back to our pet store example, since the store doesn't offer any grooming services, let's add a negative keyword at the campaign level. click Choose to select the campaign now. enter one negative keyword per line to add more hit. enter and move to the next line. let's add the negative keyword games, because pet games is also a popular search term that I don't want my ad to show for, and it's a good idea to add both the singular and plural forms of the word. that's because ads can show on searches and pages that contain variations of your negative keyword. and when you're ready, click Save and that's it. ready to add negative keywords to your accounts? click the try it now button to get started. make sure to subscribe to our youtube channel, where you'll get all the latest AdWords tips videos and if you have any questions, you can post them in the comment section. thanks so much for watching.

Google Ads Negative Keyword Lists - Find Negative Keywords & Build a List!

what's up guys, rob from clicks geek, and in today's video we're going to go through how to create and set up negative keyword lists and how to find negative keywords too. we're going to toss that in and build a list for your google ads account and how to apply that list to any campaign you want. so what you're looking at right now is um, inside one of our demo campaigns we have in our in our account here, and how we're going to add the lists you're going to come to keep. so go into your account, go into keywords- negative keywords. if you hit the blue plus here, you're going to see: use negative keyword list or add negative keywords. so we're actually going to build a list. i'm going to show you how to do that right now using this towing campaign, so you can see here we have a couple master list, general list, um, general negative stuff like that. so if you wanted to apply this, this list or one of your lists, to the campaign you're in, all you do is check the box and hit save. that's all you would do to apply a list once you have it. so we're actually going to build a list. so how to build a list. you can pull up your uh negative keyword thing here, where you enter your keywords and go up here to the i don't. if you see this, the wrench icon, tools and settings, go into keyword planner and then we're going to open up keyword planner here and you'll see this. so how to find negative keywords is pretty simple actually. all you're really going to do is search for your main keyword theme of your, of your uh google ads campaign that you're trying to build. so in this example, we're using towing, so we're going to do towing services, because that's like a main theme type keyword for this: towing services or tow truck near me. you want to do a few keywords, so let's try that. we'll hit get results, perfect. so these are all keywords google is suggesting, based on the relevance of the keywords we want. alright, so if we go to the bottom, the very bottom- i don't know if you guys can be able to see this actually, but right below there you see those little bottom right, that little arrow right there- you're gonna hit the one that goes all the way to the last page, because these are the least relevant keywords. so you want to go. so you want to search your main phrases, your main keyword phrases, then go to the all the way to the back of the suggestions, okay, and then we're going to start combing through and finding negative keywords that google thinks are related to our main keywords, even though they're not. so a wrecker service near me- that has nothing to do with towing service. so let's take wrecker because that's the root keyword we want to avoid. we'll come back into our campaign. we'll put wrecker. so that's one tractor trailer record. if we just get rid of record that, we'll go with it. so let's go back up to the next page. remember, we're starting from the back and we're going to look for more. alright, so aaa, if we're running a towing campaign, we don't want aaa. that's somebody looking to call triple a. we want to stay away from that, unless you have a brand ad group for that. but in this case, for confusion purposes, we're not going after that tow truck for tractor trailer, big rig, wrecker- i already got wrecker, so that doesn't need that. so this can be tedious work, guys, but you just got to put in the time and build your negative lists and all you got to do is do it once. so sit down, spend an hour or two, build out like a really intense negative list. it's gonna pay you dividends in the future. all right. so we still got wrecker, so cheapest might be one. i don't know if you guys want to avoid cheap terms. we tend to. we tend to do that just because it's people we usually convert lower, so we do. i would do cheapest and cheap, so we'll put those in our new negative list. mobile tow truck: that's pretty pretty good wreckers towing near me so that could be a brand of another towing company. so that's something you want to take. i'm going to add that to our list. semi towing company: so, depending on the type of tow truck, let's say the client here, if they don't tow semi trucks, i would, which you know, i'm pretty sure most don't- i would take semi. add that to the list. i would also do tractor for tractor, trailer and driller and add those to the negative list. 18 wheeler: add that to the list, especially for our tow truck client. as a guy with a flat bed just looking for roadside assist and stuff, they're not going to be. it's a waste of money for them to be showing their ads and paying for clicks for semi truck, tractor, 18 wheeler tractor, trailer stuff. it's a straight up waste of their time and money. okay, what else do we got here. believe it or not, this is actually pretty good for google. usually it's a show in here. heavy wreckers: we already got wreckers. got cheap, fast tow truck- that's good. 18 wheeler: we got that. so commercial: it depends on the client. you could have a commercial towing ad group. i don't really know what that entails because i don't have a doe truck, but that might be one of them, but for now i'm just going to stay away from it, all right. well, i don't want to keep you guys here while i'm trying to do this, but winching service near me, so that actually probably should be okay. private tow truck: heavy duty: all right. so let's just say you went through and, um, you did all of your negative keywords right and you got them all listed out nice and neatly in here. so all we're going to do once you have your list in here: you went through and you spent your time and you found every possible negative keyword. you can- you're going to come down here- check this box, save to new or existing list. you're going to name it. so for this we'll do towing campaign negatives, or you can add it to an existing list and it gives you a list of your existing ones, but for now we're creating a brand new one, as you guys are, so we're just going to create this. so we have our keywords, we check the box, we named the negative list and we're going to hit save and that's it. that's that's how you're going to add negative keyword lists into your campaigns. now to see this list. so let's say you built this list already. you can come up here to use negative keyword list and you'll see our list right here. check that, hit save and it applies to the campaign. now, if you want to add more negative keywords to an existing list, you would do the same thing right: list out all your negative keywords, check the box down here, accept what you're doing. you're coming over here, add to existing list and we would choose our towing negative list and every keyword we add would be added to this negative list. and you just kind of grow your list bigger and bigger, because i cannot stress enough how important a negative keyword list is, especially if you're using broad match keywords, which a lot of people are. you have to have a huge negative keyword list and you just, unfortunately, the only way to do that is to take the time and, uh, just go through and just build it. that's what you got to do. so hopefully a second here. hopefully this video was helpful for you guys. pretty simple stuff, not hard. um, super important if you're running google ads, but, um, make sure you subscribe to our channel. check out the links in the description. we put a lot of. we have a huge link tree now with a ton of stuff in there for you guys- some goodies and free courses, stuff like that- and if you have any questions, as always, drop them in the comments section below this video. and besides that, i'll catch you in the next video.

How to FIND Negative KEYWORDS Google Ads 2022

in this lecture, i'm going to briefly show you how to use the search terms report to find negative keyword ideas and add them at the campaign level, the ad group level, etc. we've spoken about how important that search terms report really is. it's one of the most important tools inside google ads. negative keyword match type, like, like i've expressed, is the most important thing to really focus on as an optimization tiknique. it should be part of your optimization optimization schedule very frequently and it's important to understand how to use the search terms report as the primary method of finding negative keywords. there's other research methods for finding negative keywords, like looking at google, autosuggest google related searches, just your own ideas, but the search terms report is actual historic data that your account has accrued. so, without further delay, let's jump into google ads and i want to show you a couple different things with regards to finding the search rooms report, etc. here we are back in the google ads dashboard and i am under the all campaign section, which showing me all my campaigns. this is our account that we've been building out for poppin and, as you can see through some of the data over here, we've gotten some clicks, we've gotten some impressions. we have a click-through rate of 2.31, our average cpc is 2.46 and our total cost is 300. and of course this is traffic that's being sent to poppin, to popn's website. it's free traffic for them. i have nothing to benefit from it. but i'm investing some money just to put some data in this account for the sake of this course. but i'm also going to bring you back and show you some other live accounts. if i want to see all the keywords that are active in the in all the campaigns, before drilling into a campaign by clicking the campaign name, i could simply go to my keywords tab over here in the second vertikal menu. so i'm going to go ahead and click keywords and this is a list now of all the keywords. this is what we call our keyword report. this is a list of all the keywords that have generated some clicks. so we see desk chair. if we sort this by clicks, desk chair- the keyword desk chair got us the most amount of clicks with the most amount of impressions, and going down from there, office chair, office chair, office chairs, discontinued, discounted chairs, buy office chairs, etc. and this is very, very early on in the campaign. there's not a lot of data. this is not when the search terms reports gonna be the most valuable. but remember, the keyword desk chair triggered 36 clicks, but that doesn't mean that desk chair was the search term that got those 36 clicks. all right, that's a very, very important distinction. there are two ways to open up a search terms report. i can either look at a search report for all the keywords in my keywords report, and to do that we're going to go up here into the vertikal navigation, click on search terms and then search terms again. we're not going to auction insight, that's a separate report for a separate time. if i click on search rooms without selecting any given keyword, i'm going to see the search terms that triggered, all the keywords in that search terms report. and again, i can sort by search terms report by clicks, impressions, click the rate, average cpc cost and any other columns that i add, and we'll tok about editing and modifying columns at a later time. and over here we start seeing some interesting thing. right, we see that dinosaur office chair- dinosaur office chair for adults. dinosaur office chair- is getting the lion's share of our clicks right now. this is a really good example of search terms report. seeming a little bit wacky, i'm not really sure what a dinosaur office chair is. so i don't really know if i should add it as a negative keyword. but there's another reason why it'll be difficult to figure out whether or not dinosaur dinosaur office chair should be a negative keyword. but for the sake of research- and i'm going to put it down- i'm going to write it down on the board real quick and i would have this on my notepad. i would say: okay, dinosaur, what's going on with this keyword? we got to investigate and see if this should be added as a negative keyword or how we should deal with that exactly. or maybe it should be added as a positive keyword if we see it's a really good click and i'm going to go down a little bit. if i want to see exactly how many search terms dinosaur has been triggering, or how many search terms that that included the word dinosaur in it, i could select a filter and i make these filters all the time. so i'm going to make a filter for search term contains dinosaur, right, and i can come down here and now i see now my search terms report is filtered just for search terms that include the word dinosaur, and i see that there are 31 clicks now i'd be interested to know what percentage of search terms that actually is for all the search rooms that i'm looking for. so i could simply just divide 122, which is the total search terms in the account, by 31, and that's like 25.4 percent. now i'm interested to know what percentage of search terms that include dinosaur is that in relation to the rest of the account. it's actually really easy to get that number. all i would have to do is divide 122 by 31 and that comes out to be about 25.4 percent. okay, so 25.4 percent of my search terms are including this word, dinosaur. so obviously it's really really popular and i should investigate what that is. so i would go to google. i would figure out what is a dinosaur chair? what are people looking for? so let's just pretend we don't sell that, right. we want to add dinosaur as a negative keyword. the question is, if we want to add this as a negative, what match type should we be adding it as? not only? what match type do we want to add as a negative keyword? what level do we want to add it as? is it going to be a campaign ad group, or is it going to be a negative keyword list? all right, so we need to answer these questions. so we need to figure out what does dinosaur represent? so, say, dinosaur, the word dinosaur represents something that we do not sell at all. okay, and that's the easiest type of negative keeper to deal with. say, for example, we didn't sell dinosaur chairs but we did sell dinosaur file cabinets, whatever that meant, then we wouldn't want to add it as a negative keyword. that's totally irrelevant. we would want to add it as a negative keyword for those specific campaigns that are targeting dinosaur chairs. um, because that's the type of dinosaur product we don't sell. but in our example, let's say, we don't sell it at all. it's something that we simply don't sell. but we see, we have a lot of these, um, we have a lot of these search terms that we would have to add as negatives. there's dinosaur orange chair, dinosaur chair, office dinosaur chairs. these are all the different searches that have triggered the word. i could select, all right, and i should have 14 selected and add them all as negative keywords. but i don't need to do that because, if you remember, how does google treat negative broad? match right. so if i add a dinosaur as a negative broad, if you remember from our previous lecture, that would mean that whenever the word dinosaur showed up at any level of the account that has that negative keyword applied to it, the search term would be ineligible from triggering any of our keywords. so i don't necessarily need to add all of these 14 search terms as negative keywords. i'm going to show you two different easy ways to do this right now. so i could click dinosaur office chair and select add as negative keyword, and i'm going to have a few different options. i can either add it to an ad group- i don't want to do that here because we remember what we said: we don't sell dinosaur at all- i could edit to the campaign or i could edit to a negative keyword list. unfortunately, we don't have any negative keyword lists set up yet and i'm going to show you how to set up that up. set up negative keyword lists in either the next lecture or the one right afte.