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