People that are new to AdWords often consider this to be counterproductive to their marketing but soon understand the benefits once they realise the amount of money they have wasted through irrelevant clicks. As we know since you are paying every time your ad is clicked on you need to make sure every click has the potential to lead to money in your pocket.
Google loves to shows your ad and help you get lots of clicks (they’re good like that) but what Google deems relevant and what you consider relevant are often two very different things.
Take a local removalist company for example. There are two guys and a truck business that services home and office furniture removals. They use a variety of keyword match types for search such as ‘removalists’, ‘furniture removalists’ and ‘home removals’ but have no Negative Keywords. Although they are offer these very specific services their ads often appear for traffic for a variety of searches from ‘rubbish removals’ to ‘pest removals’. By implementing Negative Keywords to eliminate traffic for searches that are slightly similar but will never lead to work, they will be able to prevent their ads from appearing for these searches that just don’t match up.
This is just one scenario of a universal problem. Think about your industry or products that you are advertising for. Is there anything that may be considered similar but is really just irrelevant?
For most people, the answer is yes and most people will be wasting a tonne of money because of it. Developing a Negative Keyword List takes time and is never finished. In order to develop an effective strategy you need a lot of knowledge about what works and you need to constantly monitor changes in search terms.