Think positive with Negative keywords
Negative Keywords exist to enable PPC advertisers to restrict keywords which are irrelevant to their business and irrelevant enquiries lead to waste time, effort and of course money. Negative keywords are essential for the long tail as the competition has increased advertisers are more willing to explore less competitive extended keywords. More refined levels with a negative keyword strategy are being exploited. This strategy enables advertisers to be more targeted to the searchers needs and present them with the relevant information on the landing page.
The trick is, the more unwanted keywords made negative the greater the potential saving. Let’s say 5 keywords in your campaign are not relevant to your business but these are clicked 50 times a day at a bid price of 10 cents. This would waste 1800$ per year! Applying negative keywords to block unwanted enquiries helps saving money or alternatively invest the marketing budget towards keywords which increases ROI.
But which keywords to make Negative?
A logical overview of the business is the way to nominate negative keywords. No point of having “women’s shoes” as a keyword, if only men’s shoes are offered. So the words women, woman, women’s should be added as negative keywords.
More detailed lists of negative keywords can be found by analyzing the Analytics data or the search query reports in the PPC campaigns. Frequently checking this data can uncover keywords to classify as negatives.
The keyword suggest tool, which all the three major search engines are now offering, can also help indentifying negative keywords. A business only selling turkish property can see immidiately that “scandals” should be added to the negative list.
Generic terms can sometimes be overlooked, when in reality they should be the first terms chosen to become negative keywords. A business not offering a “free” product would nominate this as a negative keyword and the same applies to such terms as “cheap”, “repair” etc. Geographical locations may also play a part for some businesses. In the example above the turkish property business only concantrates on sales in the Antalya region, so other turkish cities and regions should be added as negatives.
Most of this identification of negative keywords is based on market knowledge; however it will still entail a significant element of guesswork and study. Keyword research and identification takes lot’s of time, but it is the most important part of running a successful PPC campaign.
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