using negative keywords to amplify positive results - by sahil jain, ceo of adstage, at smx east...

#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

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About AdStage

>>

AdStage integrates multiple ad networks and gives you one place to create, manage and optimize campaigns.

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§ 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

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The Power of Negative Keyword Targeting

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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

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Negative Keywords on Google vs. Bing

Advanced Strategies for Negative Keyword Targeting

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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

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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

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Exclusion targeting

Negative Keywords Expanding into Social Advertising

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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