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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 [email protected]
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 PhraseNegative 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......
yesyesyesyes 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......
yesyesyesyes probably
possibly
possibly
noyesyes
nononono
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.