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Are you running Google Ads for your B2B business? If so, it’s important to optimise your campaigns for the best results. One of the easiest and most effective ways to do this is by adding negative keywords to your campaigns.

Negative keywords are words or phrases that you add to your campaign so that your ad won’t show up when someone searches for that term. 

Ex: Let’s say you run a company that sells high-end luxury watches. You want to target people interested in buying luxury watches, so you create a Google Ads campaign using keywords related to luxury watches. However, you don’t want your ad to show up when people search for “cheap watches” or “affordable watches”. In this case, you would add “cheap” and “affordable” as negative keywords. This way, if someone searches for “cheap luxury watches” or “affordable luxury watches”, your ad won’t show up, since it conflicts with your target market and could lead to wasted ad spend on unqualified clicks.

Adding negative keywords can help you avoid wasting money on clicks that are not relevant to your business. It can also help you improve your click-through rate (CTR) and quality score, which can lead to lower costs per click (CPCs).

This can be especially helpful if you’re a small business with limited resources and budget.  Negative keywords can be added and removed instantaneously, as such, , you can quickly adjust your campaigns and test different keywords and negative keyword combinations to see which perform best. 

To learn more about how to optimise your B2B Google Ads with negative keywords, read on!

How to Find the Right Negative Keywords for Your B2B Google Ads

Finding the right negative keywords depends on several factors, including the type of business you have and the products or services you’re promoting. The best way to start is to brainstorm potential keywords that you don’t want your ad to show up for. For example, if you’re a B2B tech company, you might want to add negative keywords related to consumer tech products or services. Or if you’re promoting an online course, you might want to add negative keywords related to free or low-cost courses. 

Google’s Keyword Planner tool

SEO, example of a keyword planner

Google’s Keyword Planner tool is a great way to research potential negative keywords for your campaigns. You can use the tool to search for keywords related to the product or service you’re promoting and then add any keywords that aren’t relevant to your campaign as negative keywords. If you currently have a campaign running, you can also use.

Google Ads’ search terms report

google search term report example

Google Ads’ search terms report is great for reviewing the keywords that people are using to find your ad and add any irrelevant terms as negative keywords. 

Google’s suggested searches can also help inform your negative keyword strategy by showing common search terms and phrases related to your business. By adding these as negative keywords, you can prevent your ad from showing up for unqualified clicks and ensure it is reaching the right audience. 

For example, adding “cheapest” and “NSW” as negative keywords for a business insurance provider based in Victoria would be a good idea. Using suggested searches can help optimise your ad spend and improve the performance of your campaigns.

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Making the Most of Negative Keywords in Your B2B Google Ads 

Now that you have a list of potential negative keywords, it’s important to add them to your B2B Google Ads campaigns. The best way to make sure your negative keywords are applied to all ads in the campaign is to add them at both the campaign and ad group levels. You can also add negative keywords at the ad level, which can be helpful for targeting certain ads to different keywords. When adding negative keywords, you can also choose from several match types:

  • Broad Match: A broad match negative keyword will prevent your ad from showing up for any search term that includes your negative keyword, even if it’s just part of a larger phrase. 
  • Phrase Match: A phrase match negative keyword, on the other hand, will only prevent your ad from showing up for search terms that include the exact phrase. 

Best practice is to  recommend use a combination of both broad match and phrase match negative keywords in your campaigns to ensure that your ad is reaching the right audience and not being shown to people who are not interested in your product or service. This will help to optimise your ad spend and improve the performance of your campaigns.

Takeaways for Optimising Your B2B Google Ads with Negative Keywords 

To summarise, optimising your B2B Google Ads with negative keywords is an effective way to improve your campaign’s performance. Negative keywords can help you avoid wasting money on irrelevant clicks and improve your click-through rate (CTR) and overall quality score. The best way to find the right negative keywords for your campaigns is to brainstorm potential keywords and use Google’s Keyword Planner tool to research potential keywords. You can then add the negative keywords to your campaigns at the campaign, ad group, and ad levels. Finally, choose the right match type for each keyword to make sure your negative keywords are applied correctly. By following these tips, you can make the most of your B2B Google Ads campaigns and start seeing better results!

If you have any questions about this article, don’t hesitate to get in contact with one of our B2B marketing consultants. The Lead Agency has worked on a number of successful B2B AdWords campaigns. We are a Google Partner, with certifications from Google in all specialist applications of AdWords, including Search Advertising, Mobile Advertising, Display Advertising, Video Advertising and Google Shopping Ads. Get in touch with us today to find out how we can accelerate your business by generating leads through AdWords.



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