‘Use Negative Keywords to Optimize PPC Campaigns’ – Web Marketing Today
The latest ‘Web Marketing Today’ blog post is titled “Use Negative Keywords to Optimize PPC Campaigns”.
Melih Oztalay says, “In “High Quality Scores Mean Lower Pay-per-click Costs,” my article last week, I addressed the concept of a pay-per-click quality score, and its inverse relationship with per-click cost. In this post, I will review “negative keywords,” another method of optimizing a PPC ad budget.
I’ll start with an example. Say you have targeted “leather shoes” as a key phrase in your ad campaign. Google would then display your ad for search queries that include “leather shoes.” This would include “cheap leather shoes.” Yet, if your business sells high-end, expensive shoes, you likely do not want your ad appearing for “cheap leather shoes.” If someone looking for cheap leather shoes clicks on the ad, you will have likely wasted your PPC money on that visitor”.
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