This document provides guidance on using negative keywords in pay-per-click (PPC) campaigns to improve performance and lower costs. It explains how to "box out" irrelevant searches using broad match negative keywords to reduce unproductive clicks and impressions. It also describes how to "box in" the right searches and ads using phrase and exact match negative keywords. Tips are provided on selecting important negative keywords and evaluating their impact on campaigns over time.

2. Negative Keywords: The Strong Force Behind PPC Campaigns PPC Rockstars with David Szetela © Copyright 2008. Find Me Faster Nashua, NH. All Rights Reserved. All Trademarks used are property of their respective owners. Matt Van Wagner [email_address]

3. Going Negative Why You Need Negative Keywords How to Use Them How They Really Work How to Implement Best Practices

4. Why You Need Negatives Save $$ - Reduce Unproductive Clicks Charges - Reduced Ad Impression, Improve QS  Lowers CPCs Improve Campaign Performance - Better results when correct ads are shown. - Improved user experience.

5. How To Use Negatives Boxing Out - Eliminate Bad Costly Clicks - Reduce Ad Impressions to Improve QS Boxing In - To Make Sure the Right Ads get Served.

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11. Google Adwords 3 Match Negative Match Types Negative Broad Negative Phrase Negative Exact - Negative Broad works differently than you may expect. - No Limitations on # of Negatives - Apply at Campaign /Ad Group Levels - Important for Content Campaigns, too - Tip! don't forget the (-) sign when editing online.

12. Google Broad Match If your Adgroup contains: pug dogs User searches on: Will your ad show? pug dogs………………… what is a pug dog……… dog with pug nose…… dog pugs………………… pug……………………… dumbell nebulla books... pet cat handbooks...... yes yes yes yes probably possibly possibly

13. Google Negative Broad If your Adgroup contains: pug dogs - pug dog User searches on: Will your ad show? Will the negative stop the Ad? pug dogs………………… what is a pug dog ……… dog with pug nose…… dog pugs………………… pug……………………… dumbell nebulla books... pet cat handbooks...... yes yes yes yes probably possibly possibly no yes yes no no no no

14. Yahoo! Search Marketing Yahoo calls them "Excluded" Keywords For Advanced Match only. Reasonably Limited # of Excludes (Negatives) - Account Level: 250 - Ad Group Level: 250 Match Driver takes care of misspellings, plurals.

15. Microsoft AdCenter AdCenter has an Interesting Implementation - Negative Match is sort of like broad match - add plurals, misspellings - Maximum: 1022 characters (1K) total - Keyword length < 100 characters - Cascading Application of Negatives: Campaign >> Adgroup >> Keyword

16. Evaluating Negatives Be Selective About Negatives - Contain your impulse to add randomly. - Implement in batches, measure impact. Keyword Discovery - what is real volume? - what is real impact against your keywords? Document Your Negatives - Why did you choose it? - What impact did you expect to have? - If it didn't have an impact, try others

17. Evaluating Negatives Focus on High Payoff Words - Even 100 keywords are a lot to manage. - Create a Hierarchy of Importance - Keep lists shorter, rather than longer. Keyword Volume Associated Word Trying to Eliminate: Plastic 10,000 Faux Panels Plastic Panels Foam 100 Faux Panels Foam Panels Styrofoam 1000 Faux Panels Styrofoam Panels Stirofoam 10 Faux Panels Stirofoam Panels

18. Best Practices Be Selective - Negatives are easy to add, but campaigns get bulky. - Some keywords that seem important, aren't. - Look at your weblogs for evidence of 'leakage' Add Negatives Conservatively - If you want to grow, add a volume dimension. - Don't cut & paste from adgroup to adgroup blindly. Think Portability - Each network has slightly different limits. - Design for lowest common denominator.