You are probably familiar with using keywords for pay per click (PPC), but did you know about negative keywords and PPC? Understanding how negative keywords can influence your PPC is as essential as knowing what keywords can improve it. Let’s take a deeper look at negative keywords and PPC.
Understanding Keywords and PPC
If your business has placed a PPC ad before you know the value of keywords, you understand that your company is bidding on keywords related to the products or services you offer. For example, a grocery store would bid on the keywords “Fresh Food,” perhaps a dentist would bid on the keywords “sparkling white teeth.” The issue with these keywords is that they can cast too wide a net, and your PPC ad will turn up in searches irrelevant to your business. This point is why negative keywords are vital to be understood.
Its fairly simple, negative keywords are a group of words or a phrase you designate in your PPC settings so that your ad does not show for unrelated searches. Negative keywords have the potential to save you money due to the fact your ad won’t be shown for irrelevant searches. It also ensures the people you want to view your ad are the only ones who will see it. As you will understand, using negative keywords can be very beneficial to your ROI.
How to Recognize Negative Keywords
There are various ways to get negative keywords for your PPC account. The first thing you should do is find out if another company is using the same name as yours in an unrelated field or industry. For example, perhaps your company is named Acme, and you supply windshield wipers. Google Acme and see what shows up. You find that the first name that shows up on the results page is Acme Gadget Supply, so in settings, you will add the negative keywords “gadget supply” in your list of excluded words. It’s a simple idea. Repeat the action for the first few Acmes on the list to make sure your ad won’t show for the incorrect Acme.
Google Keyword Planner is another invaluable source for getting negative keywords. It includes a tool that allows you to exclude geographic data, brand names, and several search items at a time.
Say you own a specialty clothing store, and you want to include the keywords “specialty clothing” in your PPC ad. Google will display searches related to your keywords, and you see that first on the list is “Kilts”, your store doesn’t offer kilts, so you need to be sure to exclude that word as a negative keyword. You see next on the list is “specialty rental clothing” your business does not rent clothing, so you would want to be sure that phrase is removed as well. Make sure to undergo the same action for Microsoft Ads that will be displayed on Bing. It would help if you had the same attention to detail as you did with Google to make sure you aren’t wasting capital on ads being displayed in unrelated searches.
To Sum Up
If you grapple with getting a return on investment through your PPC ads, use a reputable and experienced agency to assist you. It can often be a confusing and time-consuming experience to create your own PPC ads and come out with less than good results. It may be that you are a small business and don’t have a marketing staff, you should not attempt to take on such a large project on your own. So, let an agency do it for you if you don’t have the time or labor force to run your own PPC campaign.