Looking for positive ROI from your PPC campaigns? Then it’s time to start thinking negative! Are you using negative keywords in your accounts? If you are not, you should be, especially if your pay per click advertising accounts are heavily populated with broad match keywords. You can use negative keywords to filter out searches for products you don’t stock, for brands you don’t carry, or for customers you don’t want, just to name a few things you can exclude.
Let’s say you sell golf shoes. There are quite a few branded producers of golf shoes. You’ve got Nike, Adidas, FootJoy, Callaway, Ecco to name a few. So let’s say you are bidding on golf shoes in a broad or even phrase match variation. Your ads will be showing up for all those brands if people search for “adidas golf shoes” or “ecco golf shoes”, etc. But what if you don’t sell the Adidas brand? You are going to be paying to bring in a lot of annoyed searchers to your website expecting to find Adidas golf shoes because your ad is showing up under that search term. However, if you add “adidas” as a negative keyword, then your ad won’t even show up on Google for those searches. You can often filter out the searchers that are not a good fit for your business or service with a few simple negative keyword additions.
So where do you find these negative keywords? You can use the Google Keyword Tool to research potential negative keywords and quickly add them straight into your account. You can also run the Search Query Performance Report in your Google account and take a look at the results. You will see many of the keywords you already have in your account, but you will also see other keywords that are triggering your ads to show on Google. More often than not, you will see keywords that are not related to your product or service, or keywords that contain a brand you do not stock at all. You can then take these keywords that are not a good for your business and add them as negative keywords into your Ad Groups or at the Campaign level.
Sometimes you need to think negative to increase the positive.