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#SMX @sahilio
Sahil Jain, CEO and Co-Founder of AdStage
Using Negative Keywords To Amplify Positive Results
#SMX @sahilio
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
#SMX @sahilio
About AdStage
>>
AdStage integrates multiple ad networks and gives you one place to create, manage and optimize campaigns.
#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
#SMX @sahilio
The Power of Negative Keyword Targeting
#SMX @sahilio
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
#SMX @sahilio
Negative Keywords on Google vs. Bing
Advanced Strategies for Negative Keyword Targeting
#SMX @sahilio
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
#SMX @sahilio
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
#SMX @sahilio
Exclusion targeting
Negative Keywords Expanding into Social Advertising
#SMX @sahilio
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