negative keywords: tips, tricks and best practices

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NEGATIVE KEYWORD TIPS, TRICKS, & BEST

PRACTICES

August 25, 2010Tom DemersDirector of Marketing



Agenda

1. Why Negative Keywords?2. What are negative keywords?3. How do you use them within your

AdWords account?4. Five Steps to Building a Killer

Negative Keyword List5. Q and A



Why Negative Keywords?

Within your AdWords account, you are likely wasting money without even knowing it; effective use of negatives will allow you to:– Cut Costs– Improve Quality Score (Cut Soft Costs by

Eliminating Impressions)– Improve Your Overall AdWords ROI



What Are Negative Keywords?

Negative keywords are terms you don’t want your ads to show for.



Why Do you Need Negative Keywords?

Broad Match used bar equipment, used bar supplies,

used weights

Phrase Match used bar equipment, used

restaurant and bar equipment, used raw bar

equipment

Exact Matchused bar equipment

The Keyword “Used Bar Equipment” on Various Matching Types(Learn about the new Modified Broad Match Option: http://

www.wordstream.com/blog/ws/2010/08/18/modified-broad-match)

Intended Keyword – Possible Opportunity (Could Be Good or Bad) – Irrelevant Query

http://www.wordstream.com/blog/ws/2010/08/18/modified-broad-match

http://www.wordstream.com/blog/ws/2010/08/18/modified-broad-match



How Do You Use Negative Keywords?

Step One: Go to Campaigns -> Keywords & Select an Ad Group




Step Two: Scroll Down & Add Keywords (to designate a keyword as negative, use the minus sign, as below).




Step Three: Scroll to the bottom of the keyword tab and review your negatives at the Ad Group & Campaign levels:




Negative Keyword Levers:– Where in Your Account

Ad Group (All Keywords Inherit Negative) Campaign (All Ad Groups Inherit Negative)

– Negative Keyword Match Types Exact Match Negative -[negative keyword] – Just the

exact phrase (negative keyword, but not keyword negative or keyword or negative)

Phrase Match Negative -“negative keyword” – Just the term negative keyword with modifiers (negative keyword tool but not keyword negative or keyword or negative)

Broad Match (Standard) Negative –negative keyword – Will exclude any term that includes both negative and keyword but not synonyms, plurals, or the single terms



Five Steps to a Killer Negative Keyword List

Proactive Negative Keyword Research1. Use Your Keyword Research as NEGATIVE

Keyword Research2. Find Keywords Related to Your Negatives3. Consult General Negative Keyword Lists

Mine Your Own Data4. Look at organic (SEO) search query data5. Look at pay-per click search query reports

BONUS TIP: Garbage begets garbage



Step 1 - Keyword Suggestions = Negative Keyword Suggestions



Step 1 - Keyword Suggestions = Negative Keyword Suggestions

Negative keyword research means using multiple sources too!



Step 2 – Related Negative Keyword Research

Run a Search for Your Negative Keyword Candidates:




Think that’s too far removed from your original keyword? (http://blog.ppcproz.com/2009/01/adwords-broad-keywords-bloopers.html) Your Broad Keyword Actual Blooper Search Query

advertising company advertising on wheelsadvertising company health insurance advertising

company advertisement i have a photo for advertisementevent ideas children party idealsevent ideas decorationsevent ideas ideas for party plattersevent ideas summer themes

indoor playground wooden playgroundsinteractive floor interactive walls

locksmith plumbershop designer coffee shop namesshop designer fashion

show ideas baby shower gift ideasadvertising company business for sale

http://blog.ppcproz.com/2009/01/adwords-broad-keywords-bloopers.html

http://blog.ppcproz.com/2009/01/adwords-broad-keywords-bloopers.html




Get Ideas of What Google Thinks is Related with the Wonder Wheel (More Search Tools > Wonder Wheel):




Get a list of negative keyword suggestions from our free tool…




The tool then offers related negative keyword suggestions…



Step 3 – Consult General Negative Keyword Lists

Some General Negative Keyword Lists Can Give You Some Great Negative Keyword Ideas:– http://www.komarketingassociates.com/blog/200-plus-negative-keywor

ds-to-consider-for-b2b-ppc/– http://www.engineready.com/sem-resources/sem-newsletter/a-free-reso

urce-to-negative-nirvana.php– http://www.wordstream.com/negative-keywords/

http://www.komarketingassociates.com/blog/200-plus-negative-keywords-to-consider-for-b2b-ppc/

http://www.komarketingassociates.com/blog/200-plus-negative-keywords-to-consider-for-b2b-ppc/

http://www.engineready.com/sem-resources/sem-newsletter/a-free-resource-to-negative-nirvana.php

http://www.engineready.com/sem-resources/sem-newsletter/a-free-resource-to-negative-nirvana.php

http://www.wordstream.com/negative-keywords/



Step 4: Mine Your Organic Search Traffic

Pull a report for traffic sources > Keywords > Non Paid




Next, set up an advanced filter:– Metrics > visits > less than or equal to 1:

(Quick Tip: Add an additional filter to exclude keyword: “)




Sort by time on site:




Schedule the report to get new ideas weekly!



Step 5: Mine Your PPC Search Query Data

Negative Keyword Research Through Query Mining




Really want to see something scary?




Look at your data all time, sort by cost, and look for zeros/low numbers in the conversion column:



BONUS TIP: Garbage Begets Garbage

Think about keywords and queries in terms of “negative keyword associations” (tokenizing):

1. tiki bar (this is obviously irrelevant: set as negative)

2. tiki thatch bar (this phrase is already a negative because of tiki, maybe thatch is OK)

3. thatch umbrella (ach! I should have set it as a negative when I saw it with tiki!)

Find terms that appear frequently with irrelevant terms.



Conclusion: Be Both Proactive & Reactive

Be Proactive: Cut Waste BEFORE it Happens!

Constantly Mine Your Own Data! How People React to Your Content, Your AdWords Account, Your Product or Service is Your Most Valuable Information!



Negative Keyword Resources

Negative Keyword White Paper: http://www.wordstream.com/negative-keyword-white-paper

Free Negative Keyword Tool: http://www.wordstream.com/negative-keywords/

WordStream for PPC Free Trial: http://www.wordstream.com/ppc-free-trial

http://www.wordstream.com/negative-keyword-white-paper

http://www.wordstream.com/negative-keywords/

http://www.wordstream.com/ppc-free-trial

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