Writing by Brick Marketing in SEM
When implementing a pay per click campaign it’s just as important to figure out the keywords that you don’t want to target as it is to figure out the ones that you do. Some keywords and keyword phrases might be related to what you offer, but aren’t 100% accurate. Therefore, it’s important to note the negative keywords of your campaign, or the keywords that you want to exclude.
Negative keywords are words or phrases that you don’t want to be associated with your product or brand. One of the most common negative keywords is “free”. For example, if you are a computer software company that sells software to make a profit, you don’t want your PPC ad to show up when a search query is done for “free software”. Other variations such as “cheap” or “discounted” should also be avoided. Other common keywords to avoid are “jobs” to avoid job-seekers, “class” to avoid students, and “how-to” to avoid people that have no intention of hiring a service provider but would rather complete the task on their own. There are numerous other negative keywords to consider, some of which might be specific to your niche.
Creating a list of PPC negative keywords will save you money on useless clicks and improve your CTR because the traffic is much more targeted. The purpose of a PPC campaign is to drive quality traffic to your website. By creating a negative keyword list you can lower the chance of getting irrelevant traffic that won’t convert.
Every search engine handles the PPC negative keyword list differently, but a common format is simply the use of the negative symbol. It’s best to analyze your keywords and negative keywords every few months. Using the tools provided by the search engines, it’s a good idea to look at the keywords that are generating clicks. If you notice anything on there that doesn’t quite fit or isn’t what you had intended on targeting, simply add it to the negative keyword list. This list should also be reviewed and updated anytime that your product, service, or website changes.