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When it comes to online advertising, Google Adwords has set the bar very high with their keyword based advertising program Google Adwords. The Google Adwords system allows businesses both big and small to set up and maintain their online advertisements quickly and easily. If you’re new to the Google Adwords interface, the system may be a bit intimidating. But with all of the available resources out there, one can learn and master the system within a few weeks. One of the most important aspects to maintaining a successful Google Adwords campaign, is the proper implementation of negative keywords. But before I define what negative keywords are, let me first give you a little background on how the Google Adwords system works. Google Adwords is a keyword based advertising program that lets businesses select which keywords they would like to trigger their advertisements. When someone searches for those keywords using the Google search engine, the business’ advertisements show alongside and above of the organic search results. When someone clicks on the advertisement, Google charges that business. To give you a better idea of how keywords work in the system let’s look at the following example. A business that specializes in “web design services” will more than likely use the “web design” keyword in their campaign. However, due to the default “broad match” keyword match type, queries such as: • web design school • web design tips • free web design software will also activate this business’ ads which is why it is so important to utilize negative keywords. Negative keywords will prevent your advertisements from showing for queries that contain your keywords but are otherwise unrelated to your business. The keywords “web design” appear in all of the above examples but clearly someone searching for any of the above key phrases isn’t interested web design services. So how do you know which negative keywords to implement? Good question! After setting your campaign up, you can see exactly which queries are leading to clicks on your advertisements by clicking on your “keywords” tab then “details” then “search terms all.” Go through this report and see which keywords are leading to clicks. Using the above examples – you should add “school” “tips” “free” and “software” to all of your campaigns to prevent your ads from showing for these types of queries. To add these keywords as negative keywords you simply go to any one of your campaigns click the “keywords” tab and scroll down to “negative keywords” and add them there. There are other keyword matching types that allow for your keywords to be more targeted but I have found broad match and broad match modifier to be the best match types because it gives your advertisements to most exposure.
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google adwords, ppc, negative keywords, online advertising,
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