Negative Keywords
Part of Writing useful search advertisements
Replacing empty superlatives with verifiable differentiators
Turn vague search ad praise into relevant claims the business can support, qualify and keep current.
Replace vague praise with a detail that helps the buyer choose and the business can support. “Best” may be too vague to inform a decision; “fastest” or “cheapest” can imply a comparison needing evidence. Choose the fact behind the claim and state its limits.
Find the decision behind the adjective
Ask what the draft tells the buyer. “Fastest service” might mean an available booking window; “premium quality” might refer to a material, specification or included service. Keep only a detail the business actually offers and that matters to this search.
| Vague draft | Fact to check | Direction if verified |
|---|---|---|
| “Fastest repairs” | Booking availability and any area or service limits | Describe the real booking option. |
| “Best range” | Current products and meaningful choices | Name relevant product types or options. |
| “Cheapest in Australia” | A current, fair comparison across that market | State a verified price or leave out the comparison. |
| “Guaranteed results” | The precise written commitment and conditions | Describe the commitment without broadening it. |
Verify each replacement matches the current offer.
Keep proof with the wording
For each proposed differentiator, record the exact words, supporting evidence, the page that confirms the offer and who will update the claim. Note what could make it stale.
Delivery conditions can change by postcode; a warranty can cover only certain products; a price can expire.
The ACCC accepts reports about possible misleading or false claims and can require businesses to back up claims about their products or services. It uses reports to inform its education, compliance and enforcement work.
Treat vague exaggeration as a risk to useful copy. Check that any concrete claim is supported by evidence and does not give a misleading impression.
A material limit should be clear in the ad’s overall message. The destination can explain the detail, but it should not reverse an unqualified promise. Check that the destination supports the ad wording.
Choose a difference this buyer needs
A fact can be verifiable and still irrelevant. A founding year may say little to someone seeking a repair appointment; accepted equipment or a current booking option may answer that question directly. Use the detail that reduces uncertainty about the advertised offer.
Avoid turning a narrow fact into a market-wide claim. If the evidence concerns selected products, locations or dates, keep that scope in the wording. If scope cannot fit without making the ad misleading, use another differentiator.
Review the claim when the offer changes
Before submission, check the evidence, eligibility conditions and destination. When prices, stock, coverage or terms change, check affected ads again. A once-accurate claim can become a promise the business can no longer keep.
