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Negative keywords should result in better qualified traffic from your PPC ads. But some people are
concerned that negative keywords can have an adverse effect on their PPC campaigns because they
do reduce traffic from the ads. If your main purpose for having a PPC campaign is to gain exposure
for your web site, then yes, negative keywords could have an adverse effect. If, however, the purpose
of your keyword advertisements is to increase the amount of qualified traffic and conversions, then
negative keywords are a great strategy to help reduce the cost of your PPC campaign while improving
the quality of your clicks.
Finding negative keywords adds another dimension to creating your keyword lists. You must be
careful when using negative keywords in keyword groups. You want to choose negative keywords
that won’t affect other PPC ads within the keyword groups that you’re using.
The most obvious place to begin looking for negative keywords is within your keyword list. If you’re
brainstorming keywords, you’re likely to come up with some that don’t apply to your products and
services, but that could trigger your ad being shown. You can also use a keyword suggestion tool to
suggest the different keywords and phrases associated with your products and services. Negative
keywords will usually appear all over the lists that are suggested by these tools.
It’s possible to go overboard with negative keywords. Don’t include so many negative keywords
that your ads are never shown. Just use them when the keywords that could trigger your ad truly
are unrelated to your products and services.
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