The Importance of Negative Keywords on PPC
Running a PPC campaign may seem like a fairly easy process to a lot of Online Marketing savvy people. You simply add some keywords and adverts, set a budget and start running those keywords. Then the money will start to roll in won't it?
Well probably not. You'll probably get a lot of clicks, for a lot of cost with little return, so if that's what you call a successful campaign then good luck. The importance of using negative keywords has never been more relevant than in today's climate of the credit crunch and rising costs of everything from petrol to pasta.
Broad Match is the default setting within the three major search engines – if you upload new keywords and don't change the match type they will automatically be set to Broad match. This benefits the search engine as this keyword match type setting will generate the most traffic on your keyword, thus giving them the potential to make more money from you.
An example of how Broad Match works is as follows: Your keyword is 'cheap trousers'. The following search terms could trigger your advert 'cheap men's trousers', 'cheap kids trousers' and just the term 'cheap trousers'. Broad match works by matching any search term typed by a user that includes your search term. Broad match terms are good for attracting high volumes of general traffic to your website.
However, you may only sell men's trousers on your website and not kids trousers. Therefore you could be getting a lot or irrelevant clicks to your site for the Broad Match term 'cheap trousers' from people searching for 'cheap kids trousers' or even 'cheap women’s trousers'. These clicks will never convert into customers and will waste you money.
The answer is to simply add the negative keywords 'kids' and 'women's'. This would stop the irrelevant traffic and save you money. Of course not just these keywords need to be added as negatives, many more do as well. A specialist agency such as Click Consult is best placed to use their many years of experience to advise you on keyword strategy across the whole of your account. Why not give us a call and see how we can help you today?
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