Negative keywords are really powerful and should always be used to improve the relevancy of any PPC ad group. This article covers advanced use of negative match types.
Tip #8: Match Types & Negative Keywords – AdWords Help.
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{ 2 comments… read them below or add one }
I like to discover negative keywords by looking in Google Analytics, at the organic traffic, segmented by search term. Especially for high volume searches, if I see they are not converting in organic, I can use that query as an exact negative match.
I also like that ROI Revolution script that lets you see all AdWords search queries in the User Defined report in Google Analytics. People seem to think they are bidding on keywords, but really you’re bidding on search queries people type – that’s the trigger for what ultimate causes your ad to appear, so it’s more fun to analyze that than the keywords, unless you bid everything in exact match.
You have a great site. I like the hands on, step by step tutorials, such as how to build an account in Excel in prep for putting it into an account. I seldom see anything like this. Do you know other sources that are thin on conceptual opinions and long on practical explanations?
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Agreed, thinking of keywords and search queries is the way to go.
You can also pull search queries from AdWords, which has a special report for this.
Not familiar with ROI revolution script, I’ll check that out.
I’m not sure about other step-by-step tutorials, but there must be some. We have a few clients who manage their own PPC campaigns, so we post the tutorials for them. They’re fairly ad-hoc, so if there is something specific you would like me to cover, let me know here…