Enhance Your Paid Search Campaign With Negative Keywords

For many PPC operatives, it can be a tricky task trying to pinpoint the right balance between long tail and broad match keyphrases. Whilst long tail phrases are synonymous with higher conversion rates, often the CTR of such search terms can be somewhat disappointing. This is due to the number of irrelevant impressions which can be generated in search rankings as a result of broad match keyphrases.



For example, if an online shop selling Glenfiddich whisky runs a PPC campaign, in which they have numerous instances of the word whisky in various match types. It is then brought to their attention that the keyphrase "Glenfarclas whisky sellers" causes their ads to be displayed. As they do not sell Glenfarclas, their conversion rate for this ad will be 0%.



To address this issue of wasted impressions, one must look at the use of negative keywords. By adding Glenfarclas, or any other brand which the whisky shop does not stock, to your list of negative keywords, the company's ads will not be shown when the word is used as part of a search term.



The primary benefit of negative keywords is an increased conversion rate, which arises from a decrease in the generation of irrelevant impressions. When these are clicked through, and the user finds that the product they seek is not on offer, this only serves to damage the overall conversion rate. Furthermore, money can be saved through the limitation of irrelevant clicks.



Negative keywords can be added to one or all of an AdWords campaign portfolio. They are also subject to the usual ins and outs of ordinary keywords insofar as keyphrase research is necessary, as well as being case sensitive and at the mercy of misspellings and pluralisms. However, such attention to detail is necessary in the world of conversion rate optimisation.



In order to apply negative keyphrases effectively, maintain a keyphrase analysis and update your list to reflect current trends. The control of negative keywords is as important as that of ordinary keywords for any paid search campaign, and can contribute towards decreased costs and increased ROI for e-retailers and other online service providers.