Negative Keywords = Positive Profitability

Negative Keywords are a must. If you are selling umbrellas online you don’t want to google to display your ad when somebody is searching for “free umbrella”. So the word “free” is a keyword that you almost always want to exclude. There’s a bunch of other ones, but here I just want to point out how powerful this can be.

If you can reduce the time that your ad shows up by 50% with negative keywords you will have a 100% higher CTR (click-through-rate).

If you reduce the time that your ad shows up by only 20%, you still get a 25% higher CTR. This will be well worth your time of setting up your campaign with negative keywords.