Get More Leads From Your PPC Budget with Negative Keywords
What are negative keywords?
An Adwords or PPC account setup is incomplete if it doesn’t include negative keywords. Negative keywords are leads you DON’T want. These keywords filter out impressions and keep your ads from appearing to a non-targeted audience. This makes negative words indispensable to PPC ad campaigns.
A paid search campaign helps business owners get immediate traffic. Any time your ad shows up in a search counts as an impression. If you feel the keywords you are bidding directly relate to your business but isn’t getting enough clicks or few leads, then a lack of good negative keywords may be the issue.
Suppose your company sells “apple” fruit products and juices. And you want to improve the quality of your traffic and increase your sales. It is important that your ad campaign brings you relevant and targeted customers to your site. You don’t want your ad campaign to waste your marketing dollars on unrelated searches or users. Some negative keywords like ‘iPhone’, ‘mobile’, ‘touchpad’ can prevent your ads from showing up to people who are actually searching for Apple Inc’s products.
Here’s another example; suppose one of the broad match keywords in your campaign is – iPhone mobile application development. Google may consider searches like “Android mobile application development” or “blackberry application development” as related to your broad match keyword. So searches for those terms will also show your ad, and you may even get a few clicks. To prevent this from happening, negative keywords such as “Blackberry,” and “Android” need to be included in your list of negative keywords.
How Leads Relate to Negative Keywords
One of the reasons negative keywords don’t get as much attention as they deserve is because they function in a indirect manner. It can be difficult and time consuming to think of the words that are NOT related to your business. A good PPC manager spends a large portion of time during optimization on digging up and continuously adding new negative keywords to your campaigns.
Negative keyword management becomes crucial when the keywords you bid on have a very broad undertone, and can have different meanings depending on how the context of the search. Let’s say you sell security systems for home protection. If you’re aggressive about capturing a large share of the market, you’ll probably bid on some very general broad terms like “security for home protection” Google can also show your ads on those searching for “dogs for home protection” as the broad context allows for it. Keywords like: dog, dogs, pitbulls, and every variation in this category become negative keywords to improve the quality of your clicks.
Most every business has a specific limit for their PPC budgets. So if you want to increase the quantity and quality of your lead without increasing your budget, adding negative keywords is one of the most effective things you can do. Negative keywords increase relevance, and as a result your leads will likely increase. Ad copy optimization is also important, but after a while the impact you can create there is minimal. Reducing the chances or your ad showing to a non targeted user group works far better, and negative keywords help you do this.