Miek Mancini with PPC Video Training.com. Today we are talking negative
keyword. Now while I could pretty much have a whole playlist on negative
keywords and what they can do for your campaign and and if they're not
implemented correctly obviously what they can do to waste your ad spend. A lot
of the time the questions we get aren't necessarily how to add them or how
important they are, but where do you start out with getting good negative
keywords to add to your campaign. So today we're going to share our negative
keyword list with you. Stay tuned.
So real quickly for those that are unfamiliar with negative keywords...
Negative keywords are keywords that we add to a campaign that if someone
types in one of these keywords, it makes sure that your ad will not show up. These
are preventing your ads from showing up where you don't want them to so what
we're doing here is we have put together a list and as you can see right here of
2323 as of right now negative keywords and these are all from different
industries but there are also some very general ones and people also say well
how do we know if we have enough negative keywords the number one rule is
you will never be completely finished keyword and search intent has changed
over the past several years a good example would be we used to have a lot
of people when looking for service businesses they might type in plumber
five five three one seven which would be their zip code that has changed a lot
now people still do type that in but we are seeing a complete shift where people
are now just typing in plumber near me because they realize that the search
engines know exactly where they're at and they will show them relevant search
results and let's be honest a lot of the time if you're moving around especially
doing a mobile search you might not have any idea what zip code you're in so
intent has changed as people have realized the search engines are getting
smarter another example would be a geographical search so if I was looking
for a dentist I might type in dentist near me but perhaps I work a couple of
towns over I work in a different suburb of the city I'm looking for a dentist
and I might be looking for a dentist for my child so I might type in dentist
Minneapolis that's not necessarily where I'm at when I'm doing the search but I'm
looking for other locations so we're starting to see that if you're not
adding in these negative keywords I may just be I live in Chanhassen Minnesota
so I'm a dentist I'm probably don't
advertise in Minneapolis that's 20 minutes away and it's probably better to
spend my marketing dollars locally versus 20 minutes away where I'm gonna
have a harder time luring people to drive out to the suburbs to get their
teeth cleaned so if this were my market I would be obviously advertising
Minneapolis as a negative keyword and you can find those through your search
terms when you're in your campaign go to your keywords and then look under search
keywords and you'll be able to find a number of keywords in there that you
probably don't want your ads showing up for and we have literally started seeing
where people are in Minneapolis this might be the local market but they're
looking for a dentist in Kentucky because like I said they might be
traveling here for work in they're doing a search while they're here but they're
looking for a dentist for their kid back home so one way we would do that is we
would make sure that we go over to the geography tab and we would take every
state in this keyword list as well as every state abbreviation other than ours
and we would add those to the negative keyword list we would start right there
we would also start in the general area these are a lot of negative keywords
that people might type in so for instance if somebody is looking for PPC
training and I'm advertising that if somebody types in PPC training blog that
might be one but I don't think I want to pay to advertise my blog so if somebody
types in the keyword blog my ad would not show up but these are a lot of
general keywords that we see people type in over the years and I would go through
these general keywords and make sure that if somebody typed in your biggest
keyword and then see if any of these fit and even if they don't add them in there
it's always better to be safe than sorry but as you go through here there are a
number of different lists so for instance here is a cheap bargain and
price shopper list this is if you are trying to avoid people who are looking
for something for free looking for cheap or bargain price
or they're basically doing some research but they are not ready to purchase they
might be doing reviews whatever it might be but for instance we'll find people
who are doing searches for floor refinish errs and they might be looking
for cheap floor refinish errs well as if I was a floor refinishing business I
might not want to advertise for people looking for cheap those tend to be very
difficult customers they probably are expecting more than they want to pay for
they're trying to always price shop and drive the price down sometimes I may
just want to avoid that so I would type in these keywords into my negative
keyword list cheap cheapest deal free freebie you get the idea but on every
one of these lists there's a little explanation of who this is a list for
avoiding searches by people who if they have a computer campaign this might be a
negative keyword list or somebody who is selling computers if somebody typed in
the word computer game you don't want your ads showing up so that's why game
would be a negative keyword but we put together a number of different
industries on this list and as you scroll through it and you get to the end
there are four other lists and these are titled Automotive Health real estate and
travel now these are keywords who are for people looking to advertise in the
automotive space you might want to add these negative keywords to your campaign
so if you have an automotive campaign maybe it's automotive repair you might
want to add these to your campaign these are very specific antique auction you
want to make sure that the word career is a negative keyword to a campaign if
you are an automotive repair shop but you can go through these automotive
employments automotive insurance here's one for real estate so if you have a
real estate campaign you might want to take a look at these keywords here's
another one for travel as with everything that we do in our industry
these are guidelines and our suggestions always make sure you go through all of
the keywords that you are going to add to your negative keyword list before you
add them you don't want to be going in there and adding an
negative keyword that's gonna keep your ads from showing up if it's an area that
you absolutely want them to show up in so make sure you review them carefully
now these are not necessarily keywords that we have come up with ourselves but
we've got them through other lists we've gotten them from campaigns that we have
been working on just that we put together literally over the last 10
years so this is always growing and with that said your negative keyword scraping
is never ever done we have campaigns literally with 1500
negative keywords in them down below this video there will be a link where
you can download this spreadsheet for free and once again this is a guideline
remember to just to treat it as a guideline you're always going to be
growing it always going to be making it better but we hope that helps thanks for
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