Van Wagner Negative Matters Ppc Rockstars V2

David Szetela
David SzetelaVP of Search Marketing Operations
 
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]
Going Negative Why You Need Negative Keywords How to Use Them  How They Really Work How to Implement  Best Practices
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.
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.
Boxing Out Your Campaigns -evil -swear -bad evil words bad words swear words
Boxing Out Your Campaigns -evil -swear -bad evil words bad words swear words Shields up!
Boxing In Wood Ceiling Wood Ceilings  Panels $5.00  $2.50  $ .50 Faux Wood Ceiling  Faux Wood Ceiling  Panels
Boxing In Wood Ceiling Wood Ceilings  Panels $5.00  $2.50  $ .50 Faux Wood Ceiling  Faux Wood Ceiling  Panels
Faux Wood Ceiling  Panels Boxing In Wood Ceiling Wood Ceilings  Panels $5.00  $2.50  $ .50 Faux Wood Ceiling  -faux -faux
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.
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
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
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.
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
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
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
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.
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Van Wagner Negative Matters Ppc Rockstars V2

  • 1.  
  • 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.
  • 6. Boxing Out Your Campaigns -evil -swear -bad evil words bad words swear words
  • 7. Boxing Out Your Campaigns -evil -swear -bad evil words bad words swear words Shields up!
  • 8. Boxing In Wood Ceiling Wood Ceilings Panels $5.00 $2.50 $ .50 Faux Wood Ceiling Faux Wood Ceiling Panels
  • 9. Boxing In Wood Ceiling Wood Ceilings Panels $5.00 $2.50 $ .50 Faux Wood Ceiling Faux Wood Ceiling Panels
  • 10. Faux Wood Ceiling Panels Boxing In Wood Ceiling Wood Ceilings Panels $5.00 $2.50 $ .50 Faux Wood Ceiling -faux -faux
  • 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 &quot;Excluded&quot; 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.