van wagner negative matters ppc rockstars v2
DESCRIPTION
TRANSCRIPT
![Page 1: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/1.jpg)
![Page 2: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/2.jpg)
Negative Keywords: The Strong Force Behind PPC Campaigns
PPC Rockstars with David Szetela © Copyright 2008. Find Me Faster Nashua, NH. All Rights Reserved.
All Trademarks used are property of their respective owners.
Matt Van [email protected]
![Page 3: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/3.jpg)
Going Negative
Why You Need Negative Keywords
How to Use Them
How They Really Work
How to Implement
Best Practices
![Page 4: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/4.jpg)
Why You Need Negatives
Save $$
- Reduce Unproductive Clicks Charges
- Reduced Ad Impression, Improve QS Lowers CPCs
Improve Campaign Performance
- Better results when correct ads are shown.
- Improved user experience.
![Page 5: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/5.jpg)
How To Use Negatives
Boxing Out
- Eliminate Bad Costly Clicks
- Reduce Ad Impressions to Improve QS
Boxing In
- To Make Sure the Right Ads get Served.
![Page 6: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/6.jpg)
Boxing Out
Your Campaigns-evil
-swear-bad
evil words
bad words
swear words
![Page 7: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/7.jpg)
Boxing Out
Your Campaigns-evil
-swear-bad
evil words
bad words
swear words
Shields up!
![Page 8: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/8.jpg)
Boxing In
Wood Ceiling Wood Ceilings Panels
$5.00 $2.50 $ .50
Faux Wood Ceiling
Faux Wood Ceiling Panels
![Page 9: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/9.jpg)
Boxing In
Wood Ceiling Wood Ceilings Panels
$5.00 $2.50 $ .50
Faux Wood Ceiling
Faux Wood Ceiling Panels
![Page 10: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/10.jpg)
Faux Wood Ceiling Panels
Boxing In
Wood Ceiling Wood Ceilings Panels
$5.00 $2.50 $ .50
Faux Wood Ceiling
-faux -faux
![Page 11: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/11.jpg)
Google Adwords
3 Match Negative Match Types Negative Broad
Negative PhraseNegative Exact
- Negative Broad works differently than you may expect.
- No Limitations on # of Negatives
- Apply at Campaign /Ad Group Levels
- Important for Content Campaigns, too
- Tip! don't forget the (-) sign when editing online.
![Page 12: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/12.jpg)
Google Broad Match
If your Adgroup contains: pug dogs
User searches on: Will your ad show?
pug dogs…………………what is a pug dog………dog with pug nose……dog pugs…………………pug………………………
dumbell nebulla books...pet cat handbooks......
yesyesyesyes probably
possibly
possibly
![Page 13: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/13.jpg)
Google Negative Broad
If your Adgroup contains: pug dogs - pug dog
User searches on: Will your ad show?
Will the negative stop the Ad?
pug dogs…………………what is a pug dog………dog with pug nose……dog pugs…………………pug………………………
dumbell nebulla books...pet cat handbooks......
yesyesyesyes probably
possibly
possibly
noyesyes
nononono
![Page 14: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/14.jpg)
Yahoo! Search Marketing
Yahoo calls them "Excluded" Keywords
For Advanced Match only.
Reasonably Limited # of Excludes (Negatives)
- Account Level: 250 - Ad Group Level: 250
Match Driver takes care of misspellings, plurals.
![Page 15: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/15.jpg)
Microsoft AdCenter
AdCenter has an Interesting Implementation
- Negative Match is sort of like broad match - add plurals, misspellings
- Maximum: 1022 characters (1K) total
- Keyword length < 100 characters
- Cascading Application of Negatives:
Campaign >> Adgroup >> Keyword
![Page 16: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/16.jpg)
Evaluating Negatives
Be Selective About Negatives - Contain your impulse to add randomly. - Implement in batches, measure impact.
Keyword Discovery - what is real volume? - what is real impact against your keywords?
Document Your Negatives - Why did you choose it? - What impact did you expect to have? - If it didn't have an impact, try others
![Page 17: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/17.jpg)
Evaluating Negatives
Focus on High Payoff Words - Even 100 keywords are a lot to manage. - Create a Hierarchy of Importance - Keep lists shorter, rather than longer.
Keyword Volume Associated Word Trying to Eliminate:
Plastic 10,000 Faux Panels Plastic Panels
Foam 100 Faux Panels Foam Panels
Styrofoam 1000 Faux Panels Styrofoam Panels
Stirofoam 10 Faux Panels Stirofoam Panels
![Page 18: Van Wagner Negative Matters Ppc Rockstars V2](https://reader038.vdocuments.mx/reader038/viewer/2022103111/54c4a0384a79599e3c8b46c9/html5/thumbnails/18.jpg)
Best Practices
Be Selective - Negatives are easy to add, but campaigns get bulky. - Some keywords that seem important, aren't. - Look at your weblogs for evidence of 'leakage'
Add Negatives Conservatively - If you want to grow, add a volume dimension. - Don't cut & paste from adgroup to adgroup blindly.
Think Portability - Each network has slightly different limits. - Design for lowest common denominator.