Paid search is a crucial aspect for the success of any brand. It is an activity of considering which questions need to be answered and determining whether they are worth the effort of doing so. It is imperative to accurately pinpoint all negative keywords and apply them in pay per click (PPC) campaigns as part of the brand’s marketing strategy.
Pointers for Using Negative Keywords in PPC Campaigns
A few pointers for making use of negative keywords in paid search campaigns are listed below:
- Recognizing negative keywords: Brands need to look for ‘root’ problem terms when they examine their search terms report. Adding a single problem word at a time reveals variants from the blocked search queries. It also helps in saving time.
- Applying the negatives: After pinpointing the negative keywords, brands need to apply them to any one of the three match-types: broad, phrase or exact. It is a good practice to use only phrase-match negatives for single words.
- Including negative keywords to boost DSA campaigns: While brands are running dynamic search advertising (DSA) campaigns, they should add all their actively targeted keywords as negatives in those campaigns.
- Adding branded/competitor terms as negatives: By adding branded/competitor terms as negatives to their general service campaigns, brands can ensure that their budget and performance requirements are accurately met; as well as that their budget is doing its expected job.