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PPC Webinar:The Positive Effects of Negative

Keywords

Topics for Today’s PPC Webinar

• Why Negative Keywords are Important

• Researching Negative Keywords

• Managing Negative Keywords

Why you Need Negatives

• Broad Match is very, well… broad

• Not all queries have equal value

• Irrelevant clicks cost you money

What Happens with No Negatives

Running Shoe

Blue Running Shoes

Nike Air Max

Tennis Shoes

UggsBoots

All these queries are possible matches!

Benefits of Negative Keywords

• Decrease wasted ad spend

• Improve CTR (click through rate)

• Improve CVR (conversion rate)

• Improve ROI!

Finding the “Right” Negatives

• Search Term (Query) Report

• Keyword Recommendation Tools

• Common Sense

Search Term Report

Search Term Report

Keyword Tool

Other Tools – Be Creative

Common Sense

• Multiple brands use

the term “Sisco”

• Variety of industries:

• Manufacturing

• Insurance

• Dog breeder

• Person’s name

• Proactively block these

Managing Negative Keywords

• Campaign vs. Adgroup level

• Match type

• Google Negative Lists

Managing Negative Keywords

Updating a single list impacts many campaigns

Thank you!

Questions or comments?

Contact Us for a free detailed Negative Keyword Analysis for

your Google Adwords account!

Please contact:

Mark Powers

(800) 619 1570

Mark.p@Webmarketing123.com

Search Engine Marketing – A PerspectiveContact Information