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#SMX #14B2 @sahilio
Sahil Jain, CEO and Co-Founder of AdStage
Using Negative Keywords To
Amplify Positive Results
#SMX #14B2 @sahilio
About me
Co-founder and CEO of AdStage
• Co-founded first company, YC & SV Angel backed Trigger.io at ...
#SMX #14B2 @sahilio
About AdStage
>>
AdStage integrates multiple ad networks and gives you
one place to create, manage and...
#SMX #14B2 @sahilio
 The power of negative keyword targeting
 Advanced strategies for negative keyword
targeting
 Using...
#SMX #14B2 @sahilio
The Power of
Negative Keyword Targeting
#SMX #14B2 @sahilio
Why you need negative keywords
Increased
Relevancy
Improved
CTR + QS
Lower
CPCs> >
#SMX #14B2 @sahilio
How Quality Score affects your CPCs
If QS is Your CPC vs QS = 7 is
10 discounted by 30.0%
9 discounted...
#SMX #14B2 @sahilio
A strategy you may already use
#SMX #14B2 @sahilio
The problem with this, it’s not proactive
#SMX #14B2 @sahilio
Keyword Planner Tool
Advanced Strategies for
Negative Keyword Targeting
#SMX #14B2 @sahilio
Use the Google Keyword Planner
#SMX #14B2 @sahilio
With reverse psychology
#SMX #14B2 @sahilio
Match-Type Silos
Advanced Strategies for
Negative Keyword Targeting
#SMX #14B2 @sahilio
Negative match types
Broad “Phrase” [Exact]
#SMX #14B2 @sahilio
If you’re targeting all three match types
Ad Group Keyword targeting Ad may appear for
Broad group bla...
#SMX #14B2 @sahilio
Why match-type silos
Guarantees proper
ad serving based on
user query
Test targeting to
allocate budge...
#SMX #14B2 @sahilio
How to implement match-type silos
Ad Group Keyword targeting Negative keyword targeting
Broad group bl...
#SMX #14B2 @sahilio
As a result
Ads will be served
for the proper
queries
Reporting for the
various match types
will be mo...
#SMX #14B2 @sahilio
Negative Keywords on Google vs. Bing
Advanced Strategies for
Negative Keyword Targeting
#SMX #14B2 @sahilio
Google’s negative match types
Broad “Phrase” [Exact]
#SMX #14B2 @sahilio
On Google: Watch out for plurals
Negative Keyword Match Ads may show on searches for Ads won’t show on...
#SMX #14B2 @sahilio
Bing’s negative match types
Broad “Phrase” [Exact]
#SMX #14B2 @sahilio
On Bing: Watch out for negatives with > 1 word
Network Negative Keyword Match Ads won’t show on search...
#SMX #14B2 @sahilio
Exclusion targeting
Negative Keywords Expanding
into Social Advertising
#SMX #14B2 @sahilio
Exclusion targeting expanding to social
LinkedIn
Exclusion
Targeting
Twitter
Negative
Keyword
Targetin...
#SMX #14B2 @sahilio
On LinkedIn Ads
#SMX #14B2 @sahilio
On Twitter Ads
#SMX #14B2 @sahilio
On Facebook Ads
#SMX #14B2 @sahilio
Negative or Exclusion Targeting
QUESTIONS?
#SMX #14B2 @sahilio
THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016
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Using Negative Keywords To Amplify Positive Results By Sahil Jain

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From the Search Marketing Expo - SMX East Conference in New York City, NY, September 29 - October 1, 2015. SESSION: Using Negative Keywords To Amplify Positive Results - Given by Sahil Jain, @sahilio, CEO and Co-Founder - AdStage. #SMX #14B2

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Using Negative Keywords To Amplify Positive Results By Sahil Jain

  1. 1. #SMX #14B2 @sahilio Sahil Jain, CEO and Co-Founder of AdStage Using Negative Keywords To Amplify Positive Results
  2. 2. #SMX #14B2 @sahilio About me Co-founder and CEO of AdStage • Co-founded first company, YC & SV Angel backed Trigger.io at 20. • Dropped out of UC Berkeley to join AOL Corp Dev. at 19. • Dropped out of High School to join Yahoo! Mobile at 17 and worked in the professional video game industry before that Sahil Jain
  3. 3. #SMX #14B2 @sahilio About AdStage >> AdStage integrates multiple ad networks and gives you one place to create, manage and optimize campaigns.
  4. 4. #SMX #14B2 @sahilio  The power of negative keyword targeting  Advanced strategies for negative keyword targeting  Using the Google Keyword Planner  Deploying match-type silos  Negative keywords on Google vs. Bing  Exclusions expanding into social Agenda
  5. 5. #SMX #14B2 @sahilio The Power of Negative Keyword Targeting
  6. 6. #SMX #14B2 @sahilio Why you need negative keywords Increased Relevancy Improved CTR + QS Lower CPCs> >
  7. 7. #SMX #14B2 @sahilio How Quality Score affects your CPCs If QS is Your CPC vs QS = 7 is 10 discounted by 30.0% 9 discounted by 22.2% 8 discounted by 12.5% 7 - 6 increased by 16.7% 5 increased by 40.0% 4 increased by 75.0% 3 increased by 133.3% 2 increased by 250.0% 1 increased by 600.0% Source: ClickEquations Inc. If QS is QS + 1 Saves QS - 1 Costs 10 - 11.1% 9 10.0% 12.5% 8 11.1% 14.3% 7 12.5% 16.7% 6 14.3% 20.0% 5 16.7% 25.0% 4 20.0% 33.3% 3 25.0% 50.0% 2 33.3% 100.0% 1 50.0% - Source: ClickEquations Inc
  8. 8. #SMX #14B2 @sahilio A strategy you may already use
  9. 9. #SMX #14B2 @sahilio The problem with this, it’s not proactive
  10. 10. #SMX #14B2 @sahilio Keyword Planner Tool Advanced Strategies for Negative Keyword Targeting
  11. 11. #SMX #14B2 @sahilio Use the Google Keyword Planner
  12. 12. #SMX #14B2 @sahilio With reverse psychology
  13. 13. #SMX #14B2 @sahilio Match-Type Silos Advanced Strategies for Negative Keyword Targeting
  14. 14. #SMX #14B2 @sahilio Negative match types Broad “Phrase” [Exact]
  15. 15. #SMX #14B2 @sahilio If you’re targeting all three match types Ad Group Keyword targeting Ad may appear for Broad group black shoes black shoes Phrase group ”black shoes” black shoes Exact group [black shoes] black shoes
  16. 16. #SMX #14B2 @sahilio Why match-type silos Guarantees proper ad serving based on user query Test targeting to allocate budgets at the ad group level
  17. 17. #SMX #14B2 @sahilio How to implement match-type silos Ad Group Keyword targeting Negative keyword targeting Broad group black shoes -“black shoes” Phrase group ”black shoes” -[black shoes] Exact group [black shoes]
  18. 18. #SMX #14B2 @sahilio As a result Ads will be served for the proper queries Reporting for the various match types will be more precise
  19. 19. #SMX #14B2 @sahilio Negative Keywords on Google vs. Bing Advanced Strategies for Negative Keyword Targeting
  20. 20. #SMX #14B2 @sahilio Google’s negative match types Broad “Phrase” [Exact]
  21. 21. #SMX #14B2 @sahilio On Google: Watch out for plurals Negative Keyword Match Ads may show on searches for Ads won’t show on searches for -company internet companies internet saas companies internet company internet saas company -“internet company” internet companies internet saas company saas internet company internet company for saas -[internet company] internet companies saas internet company internet company Internet company
  22. 22. #SMX #14B2 @sahilio Bing’s negative match types Broad “Phrase” [Exact]
  23. 23. #SMX #14B2 @sahilio On Bing: Watch out for negatives with > 1 word Network Negative Keyword Match Ads won’t show on searches for Google -online degrees online degrees degrees online science degrees online Bing -“online degrees” online degrees Bing -“degrees online” degrees online science degrees online
  24. 24. #SMX #14B2 @sahilio Exclusion targeting Negative Keywords Expanding into Social Advertising
  25. 25. #SMX #14B2 @sahilio Exclusion targeting expanding to social LinkedIn Exclusion Targeting Twitter Negative Keyword Targeting Facebook Exclusion Targeting
  26. 26. #SMX #14B2 @sahilio On LinkedIn Ads
  27. 27. #SMX #14B2 @sahilio On Twitter Ads
  28. 28. #SMX #14B2 @sahilio On Facebook Ads
  29. 29. #SMX #14B2 @sahilio Negative or Exclusion Targeting QUESTIONS?
  30. 30. #SMX #14B2 @sahilio THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016

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