Negative Keywords for Google AdWords / PPC Advertising
An easy way to filter out unwanted traffic for your Google AdWords / PPC advertising is by using negative keywords. This Search Engine Optimization strategy is an effective way to reduce the unwanted clicks and to increase ROI; especially for AdWords / PPC. For SEO purposes, negative keywords are not as important as you do not pay per click. For PPC / AdWords purposes, they can be extremely important, as you do pay per click.
Negative Keywords should play a vital role in your SEO efforts to help drive a higher percentage of customers to your website. In other words Negative Keywords serves as a filter, by creating a Negative Keyword it will ensure that your ad doesn’t show for a particular word.
For example, let’s say you sell high-end home gym equipment. To ensure your ad does not show for people searching for cheap gym equipment, or discount gym equipment, you should add "Cheap" or "Discount" as a negative keyword. By placing a negative sign (-) before each word your ad will not appear anywhere in the search query.
You can add negative keywords at the group level as well as the campaign level. At the group level the terms will only affect the ads in that group. As for the campaign-level negative keywords will apply to all ads in all ad groups within that campaign. To add and edit negative keywords you can sign in to your Adwords account on Google.
By Marcus Howery
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