Negative Keyword Tips, Tricks, & Best Practices<br />August 25, 2010<br />Tom Demers<br />Director of Marketing<br />
Agenda<br />Why Negative Keywords?<br />What are negative keywords?<br />How do you use them within your AdWords account?<...
Why Negative Keywords?<br />Within your AdWords account, you are likely wasting money without even knowing it; effective u...
What Are Negative Keywords?<br />Negative keywords are terms you don’t want your ads to show for.<br />
Why Do you Need Negative Keywords?<br />The Keyword “Used Bar Equipment” on Various Matching Types<br />(Learn about the n...
How Do You Use Negative Keywords?<br />Step One: Go to Campaigns -> Keywords & Select an Ad Group<br />
How Do You Use Negative Keywords?<br />Step Two: Scroll Down & Add Keywords (to designate a keyword as negative, use the m...
How Do You Use Negative Keywords?<br />Step Three: Scroll to the bottom of the keyword tab and review your negatives at th...
How Do You Use Negative Keywords?<br />Negative Keyword Levers:<br />Where in Your Account<br />Ad Group (All Keywords Inh...
Five Steps to a Killer Negative Keyword List<br />Proactive Negative Keyword Research<br />Use Your Keyword Research as NE...
Step 1 - Keyword Suggestions = Negative Keyword Suggestions<br />
Step 1 - Keyword Suggestions = Negative Keyword Suggestions<br />Negative keyword research means using multiple sources to...
Step 2 – Related Negative Keyword Research<br />Run a Search for Your Negative Keyword Candidates:<br />
Step 2 – Related Negative Keyword Research<br />Think that’s too far removed from your original keyword? (http://blog.ppcp...
Step 2 – Related Negative Keyword Research<br />Get Ideas of What Google Thinks is Related with the Wonder Wheel (More Sea...
Step 2 – Related Negative Keyword Research<br />Get a list of negative keyword suggestions from our free tool…<br />
Step 2 – Related Negative Keyword Research<br />The tool then offers related negative keyword suggestions…<br />
Step 3 – Consult General Negative Keyword Lists<br />Some General Negative Keyword Lists Can Give You Some Great Negative ...
Step 4: Mine Your Organic Search Traffic<br />Pull a report for traffic sources > Keywords > Non Paid<br />
Step 4: Mine Your Organic Search Traffic<br />Next, set up an advanced filter:<br />Metrics > visits > less than or equal ...
Step 4: Mine Your Organic Search Traffic<br />Schedule the report to get new ideas weekly!<br />
Step 5: Mine Your PPC Search Query Data<br />Negative Keyword Research Through Query Mining<br />
Step 5: Mine Your PPC Search Query Data<br />Really want to see something scary?<br />
Step 5: Mine Your PPC Search Query Data<br />Look at your data all time, sort by cost, and look for zeros/low numbers in t...
BONUS TIP: Garbage Begets Garbage<br />Think about keywords and queries in terms of “negative keyword associations” (token...
Conclusion: Be Both Proactive & Reactive<br />Be Proactive: Cut Waste BEFORE it Happens!<br />Constantly Mine Your Own Dat...
Negative Keyword Resources<br />Negative Keyword White Paper: http://www.wordstream.com/negative-keyword-white-paper<br />...
Negative Keywords: Tips, Tricks and Best Practices
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Negative Keywords: Tips, Tricks and Best Practices

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Get negative keywords tips, which will improve your Quality Score in Google AdWords and lower your ad spend. Also get the "5 Steps to Creating a Killer Negative Keywords List."

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Negative Keywords: Tips, Tricks and Best Practices

  1. 1. Negative Keyword Tips, Tricks, & Best Practices<br />August 25, 2010<br />Tom Demers<br />Director of Marketing<br />
  2. 2. Agenda<br />Why Negative Keywords?<br />What are negative keywords?<br />How do you use them within your AdWords account?<br />Five Steps to Building a Killer Negative Keyword List<br />Q and A<br />
  3. 3. Why Negative Keywords?<br />Within your AdWords account, you are likely wasting money without even knowing it; effective use of negatives will allow you to:<br />Cut Costs<br />Improve Quality Score (Cut Soft Costs by Eliminating Impressions)<br />Improve Your Overall AdWords ROI<br />
  4. 4. What Are Negative Keywords?<br />Negative keywords are terms you don’t want your ads to show for.<br />
  5. 5. Why Do you Need Negative Keywords?<br />The Keyword “Used Bar Equipment” on Various Matching Types<br />(Learn about the new Modified Broad Match Option: http://www.wordstream.com/blog/ws/2010/08/18/modified-broad-match)<br />Intended Keyword –Possible Opportunity (Could Be Good or Bad) –Irrelevant Query<br />
  6. 6. How Do You Use Negative Keywords?<br />Step One: Go to Campaigns -> Keywords & Select an Ad Group<br />
  7. 7. How Do You Use Negative Keywords?<br />Step Two: Scroll Down & Add Keywords (to designate a keyword as negative, use the minus sign, as below). <br />
  8. 8. How Do You Use Negative Keywords?<br />Step Three: Scroll to the bottom of the keyword tab and review your negatives at the Ad Group & Campaign levels:<br />
  9. 9. How Do You Use Negative Keywords?<br />Negative Keyword Levers:<br />Where in Your Account<br />Ad Group (All Keywords Inherit Negative)<br />Campaign (All Ad Groups Inherit Negative)<br />Negative Keyword Match Types<br />Exact Match Negative -[negative keyword] – Just the exact phrase (negative keyword, but not keyword negative or keyword or negative)<br />Phrase Match Negative -“negative keyword” – Just the term negative keyword with modifiers (negative keyword tool but not keyword negative or keyword or negative)<br />Broad Match (Standard) Negative –negative keyword – Will exclude any term that includes both negative and keyword but not synonyms, plurals, or the single terms<br />
  10. 10. Five Steps to a Killer Negative Keyword List<br />Proactive Negative Keyword Research<br />Use Your Keyword Research as NEGATIVE Keyword Research<br />Find Keywords Related to Your Negatives<br />Consult General Negative Keyword Lists<br />Mine Your Own Data<br />4. Look at organic (SEO) search query data<br />5. Look at pay-per click search query reports<br />BONUS TIP: Garbage begets garbage<br />
  11. 11. Step 1 - Keyword Suggestions = Negative Keyword Suggestions<br />
  12. 12. Step 1 - Keyword Suggestions = Negative Keyword Suggestions<br />Negative keyword research means using multiple sources too!<br />
  13. 13. Step 2 – Related Negative Keyword Research<br />Run a Search for Your Negative Keyword Candidates:<br />
  14. 14. Step 2 – Related Negative Keyword Research<br />Think that’s too far removed from your original keyword? (http://blog.ppcproz.com/2009/01/adwords-broad-keywords-bloopers.html)<br />
  15. 15. Step 2 – Related Negative Keyword Research<br />Get Ideas of What Google Thinks is Related with the Wonder Wheel (More Search Tools > Wonder Wheel):<br />
  16. 16. Step 2 – Related Negative Keyword Research<br />Get a list of negative keyword suggestions from our free tool…<br />
  17. 17. Step 2 – Related Negative Keyword Research<br />The tool then offers related negative keyword suggestions…<br />
  18. 18. Step 3 – Consult General Negative Keyword Lists<br />Some General Negative Keyword Lists Can Give You Some Great Negative Keyword Ideas:<br />http://www.komarketingassociates.com/blog/200-plus-negative-keywords-to-consider-for-b2b-ppc/<br />http://www.engineready.com/sem-resources/sem-newsletter/a-free-resource-to-negative-nirvana.php<br />http://www.wordstream.com/negative-keywords/<br />
  19. 19. Step 4: Mine Your Organic Search Traffic<br />Pull a report for traffic sources > Keywords > Non Paid<br />
  20. 20. Step 4: Mine Your Organic Search Traffic<br />Next, set up an advanced filter:<br />Metrics > visits > less than or equal to 1:<br /><ul><li>(Quick Tip: Add an additional filter to exclude keyword: “)</li></li></ul><li>Step 4: Mine Your Organic Search Traffic<br />Sort by time on site:<br />
  21. 21. Step 4: Mine Your Organic Search Traffic<br />Schedule the report to get new ideas weekly!<br />
  22. 22. Step 5: Mine Your PPC Search Query Data<br />Negative Keyword Research Through Query Mining<br />
  23. 23. Step 5: Mine Your PPC Search Query Data<br />Really want to see something scary?<br />
  24. 24. Step 5: Mine Your PPC Search Query Data<br />Look at your data all time, sort by cost, and look for zeros/low numbers in the conversion column:<br />
  25. 25. BONUS TIP: Garbage Begets Garbage<br />Think about keywords and queries in terms of “negative keyword associations” (tokenizing):<br />tiki bar (this is obviously irrelevant: set as negative)<br />tikithatch bar (this phrase is already a negative because of tiki, maybe thatch is OK)<br />thatch umbrella (ach! I should have set it as a negative when I saw it with tiki!)<br />Find terms that appear frequently with irrelevant terms.<br />
  26. 26. Conclusion: Be Both Proactive & Reactive<br />Be Proactive: Cut Waste BEFORE it Happens!<br />Constantly Mine Your Own Data! How People React to Your Content, Your AdWords Account, Your Product or Service is Your Most Valuable Information!<br />
  27. 27. Negative Keyword Resources<br />Negative Keyword White Paper: http://www.wordstream.com/negative-keyword-white-paper<br />Free Negative Keyword Tool: http://www.wordstream.com/negative-keywords/<br />WordStream for PPC Free Trial: http://www.wordstream.com/ppc-free-trial<br />
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