matthew midwinter negative keyword research

Comprehensive Negative Keyword Research

Matt Midwinter

Who is this Guy?

Matt Midwinter PPC Specialist at Collegis Education 5+ Years of Internet Marketing Experience @MattMidwinter

September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.

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Here’s What We’ll Talk About How Most People Do It How You Should be Doing it

Pre-Launch: Before You Launch, Do Keyword Research Don’t Just Rely On Google’s Keyword Tool Do Manual Research Using Google

Recommended Searches Post-Launch: You’ve Launched! Now It’s Time To Do A Mass

Search Term Analysis Visualize The Data Work The Data


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How Most People Do It

It’s too late!


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How They Should Do It

Preparation is key!


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Before You Launch, Do Keyword Research

When doing “normal” keyword research, keep a list of the keywords you DO NOT want in your keyword list Example: bbq grills, bbq smokers, Korean bbq, etc. Keyword Planner can help

For local keyword research, consider geographic areas you can’t or don’t want to appear Example: Edina restaurants won’t want to show up for St.

Cloud restaurant searches Add these keywords to your negative list

Think of common terms you know will drive poor results Example: “how to” or “DIY” or “backyard” Add these keywords to your negative list


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EXAMPLE: Keyword Research Using Google Keyword Planner


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Don’t Just Rely On Google’s Keyword Tool

Try Übersuggest:

Free tool that provides suggested terms based on real search trends

Allows you to dig as deep as you like into different queries

Great for finding new keyword possibilities and finding terms that you don't want

http://ubersuggest.org/


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Do Manual Research Using Google Recommended Searches


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Glimpse into what people are actually searching for near you

Gold-mines for potential keywords -- both positive and negative

Example: A BBQ joint probably doesn’t want to bid on Pizza terms

May be a better indicator than keyword planner in Google AdWords.

BONUS: Great way to see what your competition is doing ahead of time!

Example: Google Recommended Searches


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Example: Google Recommended Searches


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You’ve Launched! Now It’s Time To Do A Mass Search Term Analysis


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Run a search term export on the keywords you want to analyze.

Next open your Excel document with the list of search terms and the data

Create a pivot tablet to lookup the data

Use the search term field as a filter to select multiple search terms at once

Need help with pivot tables? Follow this guide from PPC Hero.

http://www.ppchero.com/pivot-tables-made-easy-the-last-demo-youll-need/

Visualize The Data


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Leverage Word Cloud Tools (i.e., Tag Crowd)

Visualize your data to find the most common terms

Tools allow you to input vast numbers of terms

Example: Using Tag Crowd can provide the frequency of terms and can be easily imported directly to Excel

Example: Mass Search Term Analysis


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Work The Data


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Copy the list of common themes from the word cloud tag back into excel.

Enter each theme into the search term filter.

Make sure to check select multiple items.

Save the data next to each theme.

Identify your winning and losing themes.

For any theme that is inconclusive you can look up the search terms that were part of it manually to get a better feel for performance.

You can use conditional formatting to quickly identify how the themes are performing.

Example: Excel Pivot Tablet


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The end. Thanks for listening!

September 30, 2014 Copyright Collegis LLC. Proprietary and Confidential. 17

Matt Midwinter• PPC Specialist at Collegis Education• 5+ Years of Internet Marketing Experience• @MattMidwinter

matthew midwinter negative keyword research

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