Paid Search - Negative Keyword List

We regularly see clients who believe that they save money by managing their own pay per click campaigns. Whilst for some, certainly it can be true but only if the user is fully conversant with the syntax and has a good grasp of negative keywords.

So many of the 'self-built' campaigns we see completely broad match lists with no negative keywords this and in many instances this can cost you dearly.

So what is a negative keyword list?

Quite simply it's a list of words added to your campaign that you don't want to show your advert

Example - You set up a campaign for cheap hotel accommodation in Gretna

You create a list of keywords and off you go, Google will be delighted to take your cash, potential client types luxury Hotel in Gretna, your advert shows, clicks on the link and very quickly decides that your accommodation is not for him - you have just wasted the cost of a click

However if you had luxury as a negative keyword, your advert would not show; think of all the negative words that you would not like to be found under and add them to the list or get someone who is conversant with the PPC tools to do it for you - it could save you lots of money.

Even the big boys get it wrong

Whilst surfing earlier today, I searched for 'worst car insurance' - believe it or not, adverts were showing for two of the largest comparison websites

Our Advice

Take as much care to develop you negative keyword list as you do when creating your keyword list.

Eskdale Solutions manage keyword campaigns both large and small, contact us for more advice or to set up an effective campaign for you.

Posted by Dan at 13/01/2011 20:28:00