PPC Glossary Part 8: What are Negative Keywords?
Welcome back to my glossary of PPC terms to assist you in your quest for the ultimate campaign for your business. It has been a while since I last blogged on any glossary terms but with Christmas campaigns and valentines campaigns it’s been a mad few months for the search marketing world. With the increase of spends on digital marketing whilst we are in difficult times (supposedly) agencies like ours are increasingly busy.
If you have not yet trawled through my Glossary blogs just let me explain…I am creating a small catalogue of blogs on terms we PPC Managers use on a day to day basis and try and explain the to you and what they are used in the industry for, in an attempt to help you build a successful campaign for yourself. Ultimately for larger businesses the issue is lack of time and knowhow to optimise a campaign to reach its full potential that leads to using a PPC agency to manage their campaigns. With these glossary blogs hopefully you can toe dip in the sponsored link world and gain a better understanding of abbreviations and factors that all contribute to the day to day running of any PPC Campaign before you take the next step and have it fully managed so you can refocus on your business.
Negative keywords:
If you are starting out with a new campaign the biggest piece of advice I can give is to TEST. Create campaigns with any keywords you wish. There are tools that can help you with this too. Let data stream through and clicks arrive before beginning optimisation on them.
Negative keywords are simple to add to any campaign and will ultimately save you money when testing new keywords within your account. The process of creating a Negative Keyword list will ultimately stop unwanted searches coming through to the site costing you much needed budget.
Let’s say for example you sell roof tiles and you are using tiles as a broad or phrase match keyword within your account you should be adding negative keywords like
Carpet, Floor, Slate
This will stop your ads from showing when people search for
“Carpet tiles”, “Floor tiles”, “Slate tiles”
In many businesses this is the ultimate way to refine your campaign and get real time search data entering your site for you to analyse and refine your account. This way you will discover trends for searches such as brands or colours of tiles for instance that you may not have implemented as keywords within the account from the beginning. Then the optimisation fun starts and you can create campaigns around theses terms without wasting precious budget on unwanted searches coming through an generic terms that you do NOT stock.
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