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February 26, 2009 Webinar: PPC Negative Keywords

Everyone is familiar with keywords and the impact they have in SEO, written copy, and in speeches. Companies spend significant time and money determining the best possible words and phrases that will ensure they are reaching their target audience and speaking a common language. Keywords are important and are the difference between good and great results.

So what is the significance of negative keywords? Consider a retailer doing a PPC marketing campaign for shoes. They want to have maximum impact so they do a broad and phrase match on three words: men, women, and shoes. Their net has been cast wide and they use up their entire month's PPC budget in four hours. They did not consider the millions of web sites that would display their ads based on the potential phrases – medical, educational, pornographic, and other irrelevant / non - target market areas. (How many negative combinations can you think of?)

Negative keyword targeting is becoming increasingly popular to weed out worthless impressions and clicks in pay-per-click campaigns. For any business that is concerned with reducing operating expenses this reduction of wasted traffic can decrease costs by avoiding unwanted clicks and increase the campaign's average Quality Score, a measure Google AdWords uses to determine ad placement and costs.

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