What Should I Include in the Keyword List?

The keyword list should include all terms that you want to exclude from your Google Ads targeting. This includes competitors, stores, locations in other states, and similar items you never want your ads to appear for, regardless of where the user is located.

Full Explanation

When managing Google Ads campaigns, it is crucial to clearly define not only the keywords you want to target but also the ones you want to avoid. Your keyword list, especially the negative keywords, should incorporate terms related to competitors, various stores, and locations that fall outside your desired area, such as other states. This ensures that your ads do not show up to irrelevant audiences or in locations where you do not intend to advertise. Effectively, these are the search terms that you explicitly exclude from triggering your ads, helping you optimize your advertising budget and enhance campaign relevance.

Step-by-Step Breakdown

1. Identify keywords associated with your direct competitors that you do not want your ads to compete against.
2. List out stores and retail names that are not part of your business or campaign focus.
3. Include geographical locations outside your current market area, such as other states, to prevent ads from showing them there.
4. Add these terms to your negative keyword list to block ad impressions from those audiences.
5. Regularly review and update this list to ensure ongoing ad relevance.

Real Examples

For instance, if you operate a business in California, you would want to add locations like “New York” or “Florida” to your negative keyword list so your ads do not show up in those states. Similarly, you might exclude competitor names or unrelated stores to avoid wasting ad spend on uninterested searchers.

Common Mistakes

• Failing to include competitor names or stores that could cause your ads to show to the wrong audience.
• Neglecting to block locations outside your service area, leading to irrelevant ad impressions and wasted budget.
• Not updating your negative keyword list regularly, which can cause outdated terms to affect ad targeting.

FAQs

Why should I include competitors in the keyword list?

Including competitors prevents your ads from showing when users search specifically for them, helping to focus your ads on your intended audience.

Should I block stores and other unrelated terms?

Yes, excluding unrelated stores helps avoid irrelevant ad impressions that do not drive valuable traffic.

Is location blocking necessary even if I target specific areas?

Yes, including locations from other states in your negative keywords ensures your ads don’t appear outside your target market.

Key Takeaways

• Your keyword list should contain terms you want to exclude to maximize ad relevance.
• Competitor names, unrelated stores, and different state locations are critical exclusions.
• Including these as negative keywords keeps your Google Ads focused on the right audience and location.