Negative Keywords are a Must!

For many companies, creating a successful Pay Per Click (PPC) campaign is of the utmost importance.  One very important PPC tactic that is often overlooked is developing a negative keyword list. As defined by Google, “Adding a negative keyword to your ad group or campaign means that your ads won’t show for search queries containing that term.” For example, if you are running a campaign for Used Cars and you do not sell Nissan’s, you would want to add Nissan as a negative keyword to your campaign. (You can add the keyword with a negative sign in front of it to your keyword list. For example, -Nissan.) The reason why this is so important is because this makes your traffic more targeted. Negative keywords will also decrease your impressions, which as a result will increase your CTR, and increase your Quality Score. Plus, there is no reason for you to generate traffic for Nissan’s if you don’t even offer them!

So before you set your PPC campaigns live, be sure to develop a negative keyword list! A great tool to find negative keywords is the Google Adwords Keyword Tool.