The Word Cheap & The Power Of Negative Keywords

The Word Cheap & The Power Of Negative Keywords

The word “cheap”. I absolutely hate this word. I hate using it in ads. I hate when clients say it to me. I hate when I hear myself using it to describe a product or service…unless of course, it really is.

Cheap is a word, that means that something doesn’t cost much, but also is a word that carries a negative connotation of the product or service being inferior, defective or shoddy. There is a big difference between the word “cheap” and in the word “inexpensive”. Inexpensive simply means “not much money”, but without all the negativity. So when I hear someone ask if I know of a contractor who is “cheap”….I respond with yes! But I sure wouldn’t recommend them!

Of course, price is subjective anyway. What one person may see as a bargain, someone else might think that same price is a rip-off. But that’s a story for another time.

But one thing I absolutely want to steer clear of for myself and my clients…is customers who use the word cheap. No business owner wants to deal with a customer who is going to nickel and dime you from the start. It’s just a recipe for a problem customer.

So that brings me to the point of this blog. In the course of performing Google Adwords optimizations for our clients, I am able to see the exact keyword string a user has typed into a Google search and that triggered the ad. And frequently you will see someone type in, for example, “cheap electrician in Springfield”. So, let me ask you…if you were an electrician in Springfield….would you want this person calling you? Probably not! Let that one go to one of your competitors and let them deal with them.

And that is where the beauty of Adwords flexibility comes in. By utilizing “negative keywords”, we can NOT show our ads to people who type in keywords that would normally trigger our ads. Sure, you are an “electrician” and you are in “Springfield”….but you’re not cheap. So we won’t show ads to this person, even though they used all those other keywords you like. So you can save yourself the headache and save yourself some ad money by not marketing to this person. Now that is powerful! With Google Adwords, you can target exactly the people you want…by what they are searching for, where they are searching and even what time! It’s probably the most personalized type of marketing out there….and that is powerful! 


Internet Marketing


Billy Nendza


465 words
2 minutes, 19 seconds reading time


All Articles


Web Design
Brightline Custom Blinds
Des Moines, IA

Brightline Custom Blinds Web Design


Sports Design
Leesburg Lightning
Leesburg, FL

Leesburg Lightning Sports Design


Web Design
Faith Family Camp
Ocala, FL

Faith Family Camp Web Design


Web Design
Mid-Florida Agencies
Lake County, FL

Mid-Florida Agencies Web Design


Logo Design
In Charge Electric
Leesburg, FL

In Charge Electric Logo Design


With over 40 years of combined experience, xclntDesign has seen design trends come and go. But we are always on top of the latest ideas and styles, and we can put that information and our wealth of knowledge to work for you and your company. Don't take our word for it, you can see for yourself.

We are creative.

XcintDesign has put me on the Google Map to success , before them I used a National company thinking bigger was better but that is Not the case here as it would take up to two weeks sometimes for the bigger company to return my calls . XcintDesign emails me back within an hour without fail , my gross income DOUBLED and my advertising expense dropped by 50% , can’t go wrong using them !

Review from Aubrey Teele

Aubrey Teele

John's Electric Service

This company is fantastic to work with! Billy and Fred go the extra mile when I need something to get done. Best web company I have worked with it. Would highly recommend this company.

Review from Kev55 Briggs55

Kevin McAuliffe

Environmental Composites

A special thanks to Fred, Billy and Laurel for getting the job done right and on time every time! (Even when I get them things last minute) Thank You!

Review from Gregory Smith

Gregory Smith

Spa Kingdom

Gets it right the first time, every time.

Review from Ty Fortier

Ty Fortier

Advanced Imaging Centers

They have been absolutely phenomenal in helping us to grow our small business! The best thing we did was to contact them about our website. Business is booming! Thanks guys! !

Review from Shannan Kost

Shannan Kost

Kost Plumbing

XCLNTDesign, is an amazing company with great people! They've made a wonderful website for me as well as designed my business cards. I recommend them to everyone!!! You won't be disappointed!

Review from Kristin Churchill

Kristin Churchill

Kristin Churchill Massage Therapist


We take great pride in our reputation for providing high-quality services and exceptional customer service. We are confident in our ability to provide the best possible experience for our customers and are always striving to improve. We would like to invite you to experience our exceptional services and see for yourself why we have earned such a great reputation.

We are respected.