Professionals in the search marketing field know that negative keywords are just as important and sometimes more important than the terms primarily targeted in a campaign. However, there are many that fail to understand that a negative keyword list can be just as dynamic as the list of keywords they are bidding on. Discovering new opportunities for refining both a keyword and negative keyword list can easily be found in a search query report.
When used properly, a search query report can help you take the guess work out of what is on the other side of a visit to your site. The data will reveal the actual term or terms used when searching for your products or services. This information can be matched up to the terms in a campaign and can assist in either proving the value of particular keywords or guide you along the process of choosing those keywords that you should "put to rest".
Refine Your Paid Search Strategy
Your keyword strategy is one of the most crucial components of a paid search program. You should regularly evaluate your keyword lists and identify the keywords for which you have received impressions but have a low CTR. After you have identified areas for improvement, pull a search query report. Match terms from the search query report to the list of keywords you have outlined and begin to take note of the queries which are irrelevant to your focus. Clicks leading from an irrelevant search query can result in wasteful spending and have a negative impact on ROI. There are many universal negative keywords lists available that other search marketers have generated. You can use these lists as a starting point to begin building your "dynamic" negative keyword list.
Location Targeting
Many advertisers struggle with wasting money on paid search programs that are either delivering clicks from searches that are irrelevant to their products or services or they advertising in locations outside of their service areas. You can also use a negative keyword list in conjunction with your geo-targeting strategy to restrict the target areas in which your ads will appear. The goal of most marketers is to compete in more places and in the neighborhoods that matter the most. We at The Local Search Agency call this "Hyper Local Targeting". Use negative keywords to help prevent your ads from being eligible to appear in markets just outside of your reach or even in markets that are no longer profitable.
Target Audience by Searchers Intent
As said before, when used properly, a search query report can help you take the guess work out of what is on the other side of a visit to your site. Knowing what terms searchers use to find your products or services will give you a competitive edge and assist you in determining precisely what your focus should be for that particular campaign. Optimize your campaign to deliver clicks that will result in an increase in conversions. Use negative keywords to filter out visitors to your site for which you will not be able to fulfill a need. For example, you may be a company offering a training course for $100 less than a competitor and you are using paid search to target searchers looking for your particular offer and increase sales. Your ads should focus on the value of your program and and the fact that you can save the searcher $100. Your ads probably shouldn't appear for search queries looking for the same training program for Free. You should use the negative keyword of "Free" to prevent your ads from appearing relevant to this type of search.
Strategy is key to the success of any online marketing program. Include detailed negative keyword lists in any and all of your search marketing campaigns and update the lists as often as you update the list of terms you are bidding on.
Target Audience by Searchers Intent
As said before, when used properly, a search query report can help you take the guess work out of what is on the other side of a visit to your site. Knowing what terms searchers use to find your products or services will give you a competitive edge and assist you in determining precisely what your focus should be for that particular campaign. Optimize your campaign to deliver clicks that will result in an increase in conversions. Use negative keywords to filter out visitors to your site for which you will not be able to fulfill a need. For example, you may be a company offering a training course for $100 less than a competitor and you are using paid search to target searchers looking for your particular offer and increase sales. Your ads should focus on the value of your program and and the fact that you can save the searcher $100. Your ads probably shouldn't appear for search queries looking for the same training program for Free. You should use the negative keyword of "Free" to prevent your ads from appearing relevant to this type of search.
Strategy is key to the success of any online marketing program. Include detailed negative keyword lists in any and all of your search marketing campaigns and update the lists as often as you update the list of terms you are bidding on.
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