If you buy traffic (at least in AdWords, at least in other PPC systems), you should know what negative are and how to increase the return on advertising campaigns with their help. Negative words such as free, crack, information, how to, patch, video , etc., reduce the impact of advertisements due to the fact that visitors either do not follow such ads, which reduces the CTR of ads, either go, but do not buy anything, which increases your advertising costs.
Therefore, in order not to throw money down the drain and at the same time not limit yourself exclusively to exact-match phrases, you must highlight negative keywords for your ads and specify them in the settings of advertising campaigns. This post is dedicated to the search for such words (the original is here).
First, let's turn to the Google Keyword Tool. The other day I told you how to use this tool. Where we chose the phrase matching type, you can select the “Negative word.”
When you turn on this option, the tool removes the main query from the phrases and leaves only additional words Here, for example, the list of negative keywords for the phrase canon printer .
Already with the help of this tool, after going through a few phrases, you can make a good a list of negative keywords, but the same Google gives you additional opportunities to expand it. (By the way, if some word for one keyword will be a negative word, but not for another, create two Uppa ads and make two different lists.)
Our next assistant is Google Suggest . Enter your keyword and see what options Google offers.
Here you have to remember two things: (1) the numbers that Google shows, this is the number of competitors for the general query, (2) the list of long key phrases that the service gives is clearly not complete. To expand the list, add to main phrase in one letter (alphabetically).
Next on the list is a search for products from Google. The link to this service is located on the Google homepage in the upper left of the screen. Anchor Shopping. Hammer into search your keyword and scroll the page with the issue in the bottom of the screen. There you will see something like this:
Notice the columns circled in red. The first - trademarks, the second - similar requests. There still is a More button. . . Do not forget about it.
Here it is necessary to separately note the importance of adding trademarks to the list of negative keywords that have nothing to do with the product you are promoting. As a rule, if the surfer enters the name of the trademark in the search, he knows what he needs, that is, your advertisement in paid delivery in 99.9% of cases will not interest him. Blank impressions reduce the click-through rate not only for one ad, but also for the whole group, which in most cases leads to a deterioration in the position of all ads in paid issuance and bids growth. In addition, trademark mismatch beats in terms of the quality of your landing page.
Negative words can be found in site statistics. Review the list of keywords by which visitors come to you from the search (both from paid and free) and select those that are not related to your product.