Sahil Jain, CEO of AdStage, discusses the importance of negative keyword targeting to improve ad relevancy, click-through rates, and lower costs per click. He shares advanced strategies for using negative keywords in Google and Bing, as well as the implementation of match-type silos for optimized ad serving. Jain also suggests expanding negative keyword strategies to social media platforms like LinkedIn, Twitter, and Facebook.

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Sahil Jain, CEO and Co-Founder of AdStage
Using Negative Keywords To
Amplify Positive Results

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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

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About AdStage
>>
AdStage integrates multiple ad networks and gives you
one place to create, manage and optimize campaigns.

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§ 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

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The Power of
Negative Keyword Targeting

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Why you need negative keywords
Increased
Relevancy
Improved
CTR + QS
Lower
CPCs> >

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A strategy you may already use

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The problem with this, it’s not proactive

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Keyword Planner Tool
Advanced Strategies for
Negative Keyword Targeting

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Use the Google Keyword Planner

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With reverse psychology

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Match-Type Silos
Advanced Strategies for
Negative Keyword Targeting

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Negative match types
Broad “Phrase” [Exact]

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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

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Why match-type silos
Guarantees proper
ad serving based on
user query
Test targeting to
allocate budgets at
the ad group level

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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]

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As a result
Ads will be served
for the proper
queries
Reporting for the
various match types
will be more precise

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Negative Keywords on Google vs. Bing
Advanced Strategies for
Negative Keyword Targeting

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Google’s negative match types
Broad “Phrase” [Exact]

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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

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Bing’s negative match types
Broad “Phrase” [Exact]

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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

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Exclusion targeting
Negative Keywords Expanding
into Social Advertising

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Exclusion targeting expanding to social
LinkedIn
Exclusion
Targeting
Twitter
Negative
Keyword
Targeting
Facebook
Exclusion
Targeting

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On LinkedIn Ads

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On Twitter Ads

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On Facebook Ads

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Negative or Exclusion Targeting
QUESTIONS?

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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016