Yeah, yeah, I know. We should all be positive. Positive thinking rocks. Positive people are the best ones to be around. The universe rewards those who are positive.
I even believe a lot of that.
But there’s one place I’m positive negative is good. In fact it is critical. It’s the keywords in your pay per click advertising campaign.
“Negative” is one of the match types Google allows you to use in a keyword list. A negative keyword tells Google “do not show my ad when someone searches on this term”. (Other search engines offer the same capability they just call it something else.)
Negative keywords let you let Google expand your keyword coverage without accidentally wandering down some irrelevant rabbit hole and totally screwing up your quality score.
Now, the previous sentence might sound like babble if you don’t manage your own PPC campaign, but it should mean a lot to the person or firm who manages it for you.
Some PPC experts – including those at Clicks ‘n Conversions – now believe it’s more important to have an extensive negative keyword list than a positive one.
So, check out your campaign. Negative keywords can be found at the ad group and campaign levels. Make sure you have lots.
Fri, Mar 19, 2010
Traffic
Written by: Susan Tatum