The war for limited audience and customer attention has taken the world through various marketing and advertising solutions. Within the last few years, a few marketing/ advertising models have popped up, including PPC (pay-per-click). PPC is a popular synonym for pay-per-click, an internet marketing solution that charges advertisers or users a certain fee every time their ads get clicked

It is quite impossible and cumbersome to convert every click on any ad, not even 50% of clicks can be converted into business easily. Anyone in the business of internet advertising or marketing knows loads of cash can be thrown into advertising campaigns, with little or no result to show for it. Hence, it is important to get your demographics and interests spot on to at least get more for the money you must spend as an advertiser.

A lot of PPC advertisers neglect the “negative keywords” option and focus more on including positive keywords to maximize the reach of their ads. However, on the flip side of the coin, patronizing the “negative keywords” option might be key to getting committed and totally interested audience or prospective customers to click your ads. So how exactly do negative keywords affect a PPC campaign positively?


The basic aim of patronizing a PPC campaign is to connect with and redirect some of the loads of online traffic to your ad (service or product). However, with a very broad potential traffic reach, it becomes that much difficult to keep the uninterested traffic out of the mix.

Taking the time and dedication to input negative keywords will allow an advertiser to filter out that potential reach who are going to click the ad, cost you money and end up not liking whatever product you have in your inventory. Before you call them douche bags, it is important to realize that there are preferences within preferences. For example, almost a 100% of the world’s populations love to wear a shirt, but within that number are portions of people who wouldn’t pull on a red shirt or any other color for that matter. There are those who wouldn’t find ripped shirts attractive to the eye too. So, it is important to further filter out your target audience as precisely as possible.

Using the examples as a case study now, inputting negative keywords allows an advertiser to say, “show my ad to people who love shirts, but hate the red color”, also, “don’t show my ad to individuals who don’t like ripped clothing”. This way, an advertiser not only gets a more precise population of reach or audience who have a better urge to make a purchase, but also avoids spending money on a set of audience who are never going to make a purchase due to mini preference.

The use of negative keywords is different across advertising platforms. Some platforms let an advertiser include “negative broad”, “negative phrases” or “negative exact”.

The negative broad allows ads to still pop around if the keyword is reinvented by searchers.
The negative phrases allow users to exclude popular search phrases.
The negative exact lets an advertiser completely stop an ad popping up for individuals doing a search for the inputted keyword.

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