negative keywords: tips, tricks and best practices
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Get negative keywords tips, which will improve your Quality Score in Google AdWords and lower your ad spend. Also get the "5 Steps to Creating a Killer Negative Keywords List."TRANSCRIPT
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NEGATIVE KEYWORD TIPS, TRICKS, & BEST
PRACTICES
August 25, 2010Tom DemersDirector of Marketing
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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
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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
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What Are Negative Keywords?
Negative keywords are terms you don’t want your ads to show for.
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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
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How Do You Use Negative Keywords?
Step One: Go to Campaigns -> Keywords & Select an Ad Group
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How Do You Use Negative Keywords?
Step Two: Scroll Down & Add Keywords (to designate a keyword as negative, use the minus sign, as below).
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How Do You Use Negative Keywords?
Step Three: Scroll to the bottom of the keyword tab and review your negatives at the Ad Group & Campaign levels:
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How Do You Use Negative Keywords?
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
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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
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Step 1 - Keyword Suggestions = Negative Keyword Suggestions
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Step 1 - Keyword Suggestions = Negative Keyword Suggestions
Negative keyword research means using multiple sources too!
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Step 2 – Related Negative Keyword Research
Run a Search for Your Negative Keyword Candidates:
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Step 2 – Related Negative Keyword Research
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
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Step 2 – Related Negative Keyword Research
Get Ideas of What Google Thinks is Related with the Wonder Wheel (More Search Tools > Wonder Wheel):
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Step 2 – Related Negative Keyword Research
Get a list of negative keyword suggestions from our free tool…
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Step 2 – Related Negative Keyword Research
The tool then offers related negative keyword suggestions…
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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/
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Step 4: Mine Your Organic Search Traffic
Pull a report for traffic sources > Keywords > Non Paid
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Step 4: Mine Your Organic Search Traffic
Next, set up an advanced filter:– Metrics > visits > less than or equal to 1:
(Quick Tip: Add an additional filter to exclude keyword: “)
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Step 4: Mine Your Organic Search Traffic
Sort by time on site:
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Step 4: Mine Your Organic Search Traffic
Schedule the report to get new ideas weekly!
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Step 5: Mine Your PPC Search Query Data
Negative Keyword Research Through Query Mining
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Step 5: Mine Your PPC Search Query Data
Really want to see something scary?
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Step 5: Mine Your PPC Search Query Data
Look at your data all time, sort by cost, and look for zeros/low numbers in the conversion column:
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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.
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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!
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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