Keyword

Negative Keyword- A Necessity for Online Advertising Campaign

| SEO | No Comments

Every online marketer knows and understands the importance of keywords when it comes to running a PPC campaign. Keyword is the corner stone of an advertising campaign, if the selected keyword is a right one, then it would take the campaign to new heights, and if the keyword selected, is inappropriate, then the whole campaign would be a loss of both time and money.

The main difference between an amateur online marketing company and an experienced internet marketing company is that the experience company would put due emphasis on negative keywords, whereas, an amateur would only focus on target keywords.

Negative Keywords:

Negative keywords are those keywords, which when searched by the user, show the results of your target keywords, although they don’t have any meaningful relevance with your target keyword.

For instance, the keyword ‘honey moon’ can be your target keyword, but it can also be a name of some movie, therefore, when your ad appears for ‘honeymoon’ keyword when user wants to find the movie, then this keyword will be a negative keyword for your campaign.

Implications of Not Having Negative Keyword:

Not having negative keywords in your campaign can seriously affect the outcomes you might receive from your efforts. The two major setbacks not having negative keywords can cause in your campaign are:

  • There is a great majority of people who click on anything they see in response to their search. Therefore, if you don’t have negative keywords in your campaign, then you might end up paying for users making useless clicks on your ad.
  • Then there would be other types of users, who do not click at every ad they, and can differentiate between the ad of desire and the wrong displayed ad. This audience wont cost anything to the advertiser, but this process would lead to a lower quality score for the campaign. Google would lower your quality score due to lack of clicks, which would ultimately mean a higher cost per click.

Coping Up:

Adding negative keywords is an important part of pay per click management. The two main ways in which you can add relevant negative keywords in your campaign are discussed below.

A) Search Query Report- This report is a great source to find the negative keywords. From the report bring about all those keywords that triggered your ad, but had no relevance with it, and then add those words as negative keywords in your campaign.

B) Other Sources- The more engaged and vigilant you are the more you will find keywords from other sources that can be your negative keywords. For this purpose, you can take help from different online databases, encyclopedias, and other general information providing platforms.

Conclusion:

In short, not adding negative keywords would be a serious underutilization of the resource, ultimately leading to a lower ROI.

 

Optimization of PPC Campaign in the Minimum Time Possible

| Business, SEO | No Comments

The reason which most of the people give of their failure in managing a successful PPC campaign is their inability to give proper time to it. Most people regard PPC is an automated process, and never realize that it requires optimization.

PPC management and optimization of the campaign is simple 30minutes a week process. However to start optimization, first you need to have the following factors right:

  • Properly set the campaign
  • Good ad text
  • Negative keywords research

The lines below give a detail of how you can optimize your PPC campaign on both Search and Display Networks, in the minimum time.

1. Search Campaign:

For a search campaign you need to follow the following steps.

A) Search Query Report Review:

You can do this activity once a week and it would hardly take 5-10 minutes. In the review of search query report, the factors you need to analyze are:

  • The phrases you can add in your ad text
  • The negative keywords you need to keep or remove from your campaign
  • Analyze the keywords on the basis of their impression and cost

B) Keyword Profitability Review:

This activity can be performed once or even twice a week, and would take 10minutes of your time. In this review phase:

  • Check the expensive keywords and make sure that they are generating profit
  • The keywords that aren’t profitable reduce the bids on them.
  • If no keyword generates profit, then you need to check, your landing page, whether you are spending extra, or your keyword has a tough competition.

C) Ad Variations Test:

The activity will hardly take 10minutes, and you need to do it every other week or so. The reason why it’s done after every two weeks is that small business campaigns won’t get that much data in one week to make a decision on it. In this phase, you can test different ad copies for winning and losing ads.

2. Display Campaigns:

For an internet marketing display campaign, following steps should be considered:

A) Review Placements– Taking 10minutes of your time, and done once a week, in this phase, you check the automatic placements. See the ones that exceed your CPL goals, and add them to campaign, and back off on those, which are costing you more.

B) Ad Variations Test– Same as for Search campaigns, you need to do this activity every other week, and it would take 10 minutes. The whole process is same as Search campaign; the only thing, you need to do is to emphasis in ad text writing and make it as creative and propositional as possible.

Conclusion:

In short, with the detail mentioned above, the ‘no time’ would no more be an excuse for you to optimize your campaign. The above mentioned activities take the minimum time you can give to your campaign.