• http://olgasafonova.com Olga Safonova

    Hi Matt, I couldn’t agree more on the arguments you are stating in this post! Efficient usage of negative keywords can increase the overall campaigns performance significantly. I’ve been writing on this topic myself before – and done a case study for the company operating in financial and investment industry. Case study strongly supports the fact of importance of negative keywords for Paid Search campaign performance. Take a look: http://olgasafonova.com/2010/04/let-negative-keywords-bring-positive-results-to-your-ppc-campaigns-how-to-double-your-ctr-and-conversion-rates-with-a-bit-of-common-sense/

  • 2ndLAW Media

    We definitely agree with your opinion! Negative keywords are just as important as positive keywords…..more people should know that! We just created a blog post on the same topic – The Effect of Negative Keywords:


  • David Rothwell

    Google states negatives don’t affect CTR or QS, because CTR measured at Exact Match type only

  • http://www.rimmkaufman.com George Michie

    David is right. There are many reasons to use negatives, broad match modifiers, and match type and syndication settings wisely, but Quality Score is not among them. See eg: http://www.rimmkaufman.com/rkgblog/2010/09/28/negative-keywords-do-not-affect-google-adwords-quality-score/

  • http://www.adwords-adviser.co.uk/know-adrian AdWords Adviser

    Excellent article with a well chosen example.

    It is usually a good idea to add as many negative keywords to your campaigns as you can find and are relevant. However, it is worth mentioning that with some offerings, too many negative keywords can actually have a decremental effect on sales.

    My advice is to make few changes often and monitor the effects of your changes closely.