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Using Negative Keywords to Amplify Positive Results - by Sahil Jain, CEO of AdStage, at SMX East 2015


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In a high volume world, actively managing negative keywords is a strategy that can have a huge impact on increasing conversions and lowering costs. Perhaps more importantly, the proper implementation of negative keywords, by eliminating dubious clicks, improves overall quality scores and traffic. Learn how to use Keyword Opportunities to find the best negative keywords, how to use match-type silos for high volume keywords and understand the negative match type differences between Bing and Google.

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Using Negative Keywords to Amplify Positive Results - by Sahil Jain, CEO of AdStage, at SMX East 2015

  1. 1. #SMX @sahilio Sahil Jain, CEO and Co-Founder of AdStage Using Negative Keywords To Amplify Positive Results
  2. 2. #SMX @sahilio About me Co-founder and CEO of AdStage •  Co-founded first company, YC & SV Angel backed 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 @sahilio About AdStage >> AdStage integrates multiple ad networks and gives you one place to create, manage and optimize campaigns.
  4. 4. #SMX @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 @sahilio The Power of Negative Keyword Targeting
  6. 6. #SMX @sahilio Why you need negative keywords Increased Relevancy Improved CTR + QS Lower CPCs> >
  7. 7. #SMX @sahilio A strategy you may already use
  8. 8. #SMX @sahilio The problem with this, it’s not proactive
  9. 9. #SMX @sahilio Keyword Planner Tool Advanced Strategies for Negative Keyword Targeting
  10. 10. #SMX @sahilio Use the Google Keyword Planner
  11. 11. #SMX @sahilio With reverse psychology
  12. 12. #SMX @sahilio Match-Type Silos Advanced Strategies for Negative Keyword Targeting
  13. 13. #SMX @sahilio Negative match types Broad “Phrase” [Exact]
  14. 14. #SMX @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
  15. 15. #SMX @sahilio Why match-type silos Guarantees proper ad serving based on user query Test targeting to allocate budgets at the ad group level
  16. 16. #SMX @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]
  17. 17. #SMX @sahilio As a result Ads will be served for the proper queries Reporting for the various match types will be more precise
  18. 18. #SMX @sahilio Negative Keywords on Google vs. Bing Advanced Strategies for Negative Keyword Targeting
  19. 19. #SMX @sahilio Google’s negative match types Broad “Phrase” [Exact]
  20. 20. #SMX @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
  21. 21. #SMX @sahilio Bing’s negative match types Broad “Phrase” [Exact]
  22. 22. #SMX @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
  23. 23. #SMX @sahilio Exclusion targeting Negative Keywords Expanding into Social Advertising
  24. 24. #SMX @sahilio Exclusion targeting expanding to social LinkedIn Exclusion Targeting Twitter Negative Keyword Targeting Facebook Exclusion Targeting
  25. 25. #SMX @sahilio On LinkedIn Ads
  26. 26. #SMX @sahilio On Twitter Ads
  27. 27. #SMX @sahilio On Facebook Ads
  28. 28. #SMX @sahilio Negative or Exclusion Targeting QUESTIONS?
  29. 29. #SMX @sahilio THANK YOU! SEE YOU @SMX WEST SAN JOSE, CA MARCH 1-3, 2016