While negative keywords have been around for quite some
time, most people don't know what they are let alone how to
use them. The paragraphs below will give you insight on how
to use negative keywords to improve the performance of your
pay per click management.
What are Negative Keywords?: Negative Keywords are those
handy little gems that help us filter out the possibility
of attracting a non qualified user to the site. When
certain keywords are designated as Negative Keywords, then
Google will prevent your keywords from triggering your ads
if that negative keyword was included in the search query.
How to use Negative Keywords: The effectiveness of your
negative keyword list relies on the structure of your
account. You can have negative keywords entered at the
Account Level or at the Campaign Level. For example, let's
say you're operating a website that provides clean jokes
and stories for people to read. In this instance, an
Account Level negative keyword list containing negative
keywords like "nasty, dirty, sexy ..." would be
appropriate. Now let's assume you run a Costume site
selling costumes for many occasions. You could have a
campaign set up for Children's Halloween Costumes and a
campaign for Adult Sexy Costumes. In this case you should
put negative keywords at the Campaign Level of the
Children's Halloween Costumes like "sexy, adult, revealing,
etc." to prevent those keywords from triggering when kids
are searching for Halloween costumes. Like wise, in your
Adult Sexy Costumes campaign, you should enter Campaign
Level Negative Keywords like "child, children, kids, etc."
to prevent any of your keywords from triggering as the
result of children searching for costumes.
Negative Keyword Match Types: Negative keywords also have
match types just like your regular keywords. There is
negative-broad, negative-phrase and negative-exact. When
using negative keywords it's important that you use the
correct form of the negative keyword. For best results, to
avoid Google from mapping your negative keyword to multiple
possibilites with their extended broad match, enter your
negative keywords as negative-exact to ensure that the only
way your ad won't trigger is by someone typing in the
negative keyword exactly as you entered it.
In Summary: Negative Keywords when used correctly will save
you money, improve your online ROI from your pay per click
accounts and present your site / products in a better light
to all prospects searching for your products / service.
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Pay Per Cick Edge - http://www.ppce.net - can be contacted
at 888.451.6063 or info@ppce.net for further PPC Management
consultation or for free Pay Per Click Management proposals.
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