- [Narrator] Mike Mancini here,
with ppcvideotraining.com.
Thanks so much for joining us again.
Today we are talking about Google Adwords Optimization,
week number one, day number three.
Now previously we've gone into different keywords,
checking the keywords that are eligible.
We've also taken a look at our settings.
But today, another thing I want you to take a look at,
that really can make a huge impact
on what's happening in your account
is negative keywords.
So when you're here at your campaign,
click on the campaign name,
then click on Keywords
and then I want you to click on Search Terms.
I'm gonna click on Search Terms again.
Now here are the search terms that people
have typed in, within your date specification.
So we just have the last 30 days.
This is a new account for a roofing company.
And I want to show you exactly what happens.
It really happens with roofing companies
because there are a lot of people who have them.
There's a lot of one and two man shops,
there are a lot of people that advertise
and it just gets very concentrated,
very expensive to advertise.
And I want to show you what can happen.
Like I said, we just took this account over.
And we see here, somebody typed in
Central Roofing Company.
That's not the name of this business.
Roofing companies in Kansas,
this is actually in Minnesota.
Let's see, American Roofing Exteriors,
that's not the name, Anselmo is not the name,
Bear Roofing is not the name,
Bjorkstrand, so you get the idea.
One of the key words in this campaign
happens to be right here, roofing or roofing companies.
And you can see, Central Roofing Company
or right here, it's got a broad match keyword modifier.
So if somebody types in, American Roofing,
that brings it up.
So what I want you to do is,
you need to go through this,
especially with new campaigns
or campaigns that have never been touched.
You really need to go through this with a fine tooth comb.
What I do is, I will take all of the keywords
that I do not want my ad showing up for
and I will add them here in just a little Notepad file.
So I've gone through all these.
You can see Horizon, Mantrap, Petersen Brother,
let's see, roof certification letter,
we don't want it showing up for that.
Staplers Para Roofing, Sunrise Roofing,
Janson Platt, so these are all things
we do not want our ad showing up for
because as you can see, sometimes the average cost
per click is running $22.41,
$23, $16.51.
This can be a very expensive campaign
to be running ads in.
We want to make sure our ads are very targeted.
You want to take all those keywords
and you want to open up your Adwords editor.
And you want to open up the account you're working on
and click on Keywords Negative.
Click on Make Multiple Choices
or Make Multiple Changes.
When this screen shows up, you can use
Use selected destinations.
Add as campaign-level negative keywords
and make sure you click on your campaign.
Change this to Keyword
and copy all of these keywords here
and paste them right there
and click on Process.
So what it's done, it's taken the negative keywords,
it's added 20 of them, it skipped 22.
And the reason it skipped 22 is these
are 22 that we found a couple weeks ago
and it's already been added so it's just skipping those.
Finish and review changes.
You can keep those.
And then you would just post your changes.
And you've added those negative keywords
now to your campaign.
But what I would do is, I would go through this
probably once a week, especially if you're
spending a lot of money or the cost per click is expensive.
There's nothing worse than a client calling you up
and saying, I've spend $1,000
and I haven't seen anything and then you go in here
and you realize, he spent $1,000 because
people are looking for Central Roofing
or roofing companies in Kansas or
you know, other companies that doesn't match their name.
That's obviously something that's very concerning to them
and it will definitely cost you a client
if you don't keep up with it.
So once a week, just make sure that you go through those.
Now as time passes, you will not have to
add as many but it's something definitely to keep an eye on.
All right, hope that helps.
We'll see you next time.
So thanks so much for watching our video.
If you enjoyed it, please like it
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Or if you'd be interested in us
having a take a look at your account and help you out,
please get ahold of us at ppcvideotraining.com
or ManciniDigital.com.
Thanks so much for stopping by.