I'm going to be talking to you today about the power of negative keyword
thinking.
Negative keywords now play an absolutely vital part of any
AdWords campaign.
Successfully incorporating negative keywords into your
campaign is going to be able to deliver a much more efficient campaign and
drive efficiencies across the board.
This should take a lot of the KPIs that many marketing managers want to see.
So today we're going to look at what negative keywords are and the power of
them, the impact that they can have on a campaign, and we'll touch upon as
well a successful regime to start to incorporate this in your thinking as
well as recommending some avenues that you can use to help make this an
easier process.
So with negative keywords the first thing really to make sure you understand is
that a negative keyword is a layer of data that you add to your AdWords
campaign that prevents your adverts from being presented for a specific term.
Now the upside of this is that there are branding gains to be had here and
that you can ensure that your product or your service is not being
represented by one of your adverts for a search query on a term that you
don't want to be associated with.
From an ROI point of view, the other gains here are that you should then
see that the amount of impressions that your ads are getting should start
to drop.
You should then be reaching a much more qualified audience, which
should then entail a click-through rate increase.
If you then see a click- through rate increase once those people are
onsite, the overall effect should then see a cost per acquisition decrease
as well.
So, effectively, you're getting a much more targeted amount
of traffic that is much more qualified and at the point that they should
be able to buy or sign-up for your particular product or service.
The other indirect benefit of working hard on negative keywords is that you
should see this help affect, in a positive way, your quality score, and as
we all know, improvements to quality score have direct benefits to reducing
your actual cost per click and also improving your position for the search
being made by the user.
So there is quite a spectrum of benefits to be had
from taking a strategic approach to looking at negative keywords.
The best place to start with this, if you're starting from scratch, is
really to make this part of your jobs to do on a weekly basis.
Every single week spend a little bit of time working on
your negative keyword lists.
The best place to start here is the search query report that the AdWords
console presents to you.
It's well worth looking at, perhaps looking at a
period of the last 14 days or even the last month.
This report should then show you all the terms that all of your ads
have been presented for, and scanning through that you should then see
terms that you don't want to be seen for and maybe terms that you do want
to be seen for.
So there's another benefit is that there might be some
positive keywords that you can make the most of here.
Getting back to negatives, finding a number of negative keywords doing that
scan, you should then be able to first of all upload those your AdWords
campaign, either directly via the console or using the AdWords Editor.
But I would take these and use a tool, perhaps
like Google's own Keyword Tool or any third party keyword tool, and use those
seed words to find more related terms.
What you should then see is your list starts to grow and
grow and grow, and doing this on a weekly basis you should then get to a
point where you have a very large list of keywords that your ads are not
going to presented for.
As I say, what this should then mean is that the audience that is seeing
your ads is that much more qualified, and the ROI implications of this are
massive.
So from now on, I want everyone to make sure that they are making
negative keyword checks an element of what they're doing.
For further information, get in touch with us via Koozai.com or any of the
social profiles along the bottom of the screen.
Thanks very much.