Using Negative Keywords In PPC

Using Negative Keywords in PPC Jeannette Cézanne Host Mike Tuccillo Director, Search Engine Marketing

Using Negative Keywords in PPC Negative keywords are keywords you want to have NOT count in a prospect’s search results. They help an advertiser reduce or eliminate non-relevant traffic. www.ewaydirect.com

Using Negative Keywords in PPC
Important because they …
decrease unrelated traffic
increase click-through rates and quality scores in search engines
ensure your ads aren’t placed where they shouldn’t be (watch out for bad neighborhoods!)
www.ewaydirect.com

Where are they?
Different places on different engines.
Google: keyword tab>negative keywords
Yahoo: Ad Group settings>tactic settings>excluded keywords
It’s best to implement your negative keywords at the Ad Group level.
www.ewaydirect.com

How to create negative keywords :
Add keywords around products that you don’t sell but that are related to those you do.
Use a keyword tool to help: https://adwords.google.com/select/keywordtoolexternal
Run a search query report in Google AdWords (under the reporting tab).
www.ewaydirect.com

Changing negative keywords:
You can change, update, delete, or add new negative keywords at any time!
www.ewaydirect.com

What can I do in the NEXT FIVE MINUTES to improve my PPC campaign with negative keywords?
Go to AdWords reporting and pick your highest-traffic ad group
Run a search query report to see what kinds of keywords are getting mapped to your account.
… You probably are unaware of many of them—use them to start your own negative keywords list!
www.ewaydirect.com

Thanks for listening in! We’ll take your questions now … To be notified of upcoming shows and guests, contact [email_address] To learn how eWayDirect can help you, contact [email_address] www.ewaydirect.com

Using Negative Keywords In PPC

by eWayDirect on Mar 10, 2010

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