Find Your Negatives
On a regular basis you should run search query reports using MSN and AdWords to pull off all the queries that result in unqualified clicks or impressions and add them to your list of negatives.
By doing this, you can drill down your keyword list and stop unqualified traffic from viewing the PPC ad and then ultimately failing to click. This will stop impressions from rocketing and having an adverse effect on the click through rate. In addition to this negatives will prevent people clicking ads that cost you money and lowers the conversion rates.
Before a pay per click account is started you need to run a basic keyword research report to identify potential keywords that may attract irrelevant traffic to your PPC ads and causing them to click on it. This proactive way of approaching campaigns will keep unqualified traffic out and increase your Quality Scores and click through.
If your keyword research on ‘holiday in Paris’ shows keywords that have a search volume for Paris movies or weddings in Paris you’ll need to add weddings and movies to the negative keyword list.
Run reports in Yahoo, MSN, Google and any other free keyword search tools to weed out the negatives. All PPC companies will have an on-going list of the generic negatives that can be prominent across most accounts including terms such as comparison, sex, reviews, free, bargain, cheap and discount for example.
At Click Consult we can help you to run more cost effective pay per click accounts for your internet marketing campaign.
