Positive and Negative Keywords Explained: Attract Buyers, Block Time-Wasters

byTheAmazingMG

1.5K followers

3 months ago

Positive and Negative Keywords

When you stop for a minute to think about PPC keywords, most people only focus on the ones they want to rank for. That’s only half the story. I have found that you need both positive and negative keywords working together. Are you wondering why? Have you ever tried playing football with only a single team? Unless it is a scrimmage, it does not work out well.

Positive Keywords

Positive keywords are the search terms you specifically want to target. This is your offense. They are the words and phrases your audience types when looking for solutions.

For Example, if you run an affiliate site that showcases camping gear, your positive keywords might be:

• “best ultralight tent”
• “camping stove for beginners”
• “warm sleeping bag for winter”

These keywords would attract people who are ready to buy, learn, or score. The key is to choose keywords that match search intent, not just high search volume. Negative Keywords

Negative keywords protect you, serving as your defense. They aimed to counter the offensive play by preventing your content or ads from appearing in searches that waste clicks and money.

Example: If you promote new gear only, you could block keywords like:

• “free camping tent”
• “used camping stove”
• “cheap sleeping bag”

Without negative keywords, you might draw the wrong audience and allow them to score. You’ll get visitors who bounce, and your ad costs rise with no conversions.Why Both Matter

Using both positive and negative keywords keeps your strategy tight. By using a powerful offense and strong defense, you will target the buyers you want, and you will block out the traffic that never converts. This leads to:

• Higher click-through rates
• Lower ad spend
• More qualified leads
• Content that matches the right intent

Think of it like this: positive keywords open the right doors, allowing the run to succeed, while negative keywords block the offense and stop them in their tracks. Together, they keep your marketing sharp and profitable.

FAQ: Positive and Negative Keywords

What are positive keywords?
They are the search terms you target to attract the right audience.

What are negative keywords?
They are the terms you block to avoid irrelevant traffic and wasted clicks.

Why are negative keywords important?
They help lower costs, reduce bounce rates, and improve ad performance.

Can I use both in SEO and PPC?
Yes. Positive keywords help you rank or target ads, while negative ones filter out poor traffic.

How do I find negative keywords?
Look at search term reports, think of words unrelated to your offer, and block them.

What happens if I ignore negative keywords?
You risk paying for traffic that never converts and drawing in the wrong audience.

Does the Dallas Cowboys have a chance this year?
Highly doubtful. This is the Dallas Cowboys we are talking about!

👉 Want to go deeper? Check out this post on Choosing the right keywords for your PPC campaigns.