Want to get the most out of your pay per click campaign? You need a comprehensive negative keyword list. Negative keywords prevent irrelevant search queries from matching your ads, driving both your conversion rates and your Return on Investment (ROI) down.
Standard Negative Keyword Lists
There are some phrases that you’ll find cropping up time and time again that – more often than not – don’t show an intention to buy. Use a standard negative keyword list, like this one from Komarketing Associates, for an easy starting point for your own lists.
Google’s Keyword Research Tool
Don’t just focus on the keywords that you want to bid on when you’re using the keyword tool. Remember to pick out the terms for your negative keyword list too.
YouTube Keyword Research
This research tool is great for discovering the keywords that need to be nixed from your accounts. It can throw up unexpected results such as songs, movies or a crazy internet meme that could match your ads.
Search for the terms you plan to bid on and see what appears in Google Suggest, Google’s Related Searches and in the news results. Look at the ads that show up and what appears organically. If there’s anything totally irrelevant, you know it has to go.
Bing
Don’t forget to search Bing too – review related searches, results – both organic and paid – as you did on Google.
Wikipedia Disambiguation Pages
Take your short tail keywords and search for them on Wikipedia. Does a disambiguation page appear? If yes, read through the different pages picking out key terms to add to your negative keyword list.
Thesaurus
Go old-skool and get out your thesaurus (or try an online one – it’s your choice). A thesaurus can help you to discover related but inappropriate keywords that you need to have in your negative keyword lists.
Search Query Reports
The above suggestions should help you to build an effective negative list before your ads ever appear on Google. But don’t stop there – regularly review your search query reports to check if there are any words that should be on your negative keyword lists.
Building a comprehensive negative keyword list during your account set up will help your pay per click advertising to perform from day one. Make sure you give it as much time and attention as the rest of your account to achieve success.
Written by Amy Fowler from Boom Online Marketing, experts in PPC management. For more from Boom, ‘like’ them on Facebook.
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