Are You Still Paying for Traffic that Doesn’t Convert?It is just as important to have negative keywords as it is to have regular keywords.

In fact, it’s even more important that you grow your list of negative keywords on a monthly basis. Take the time to look at your search query reports in your AdWords campaigns. Yes, this is time consuming and perhaps a bit tedious at first…but after a few months, you’ll come to appreciate the value of this effort. If done correctly, you will save money, increase “right visitor” traffic, improve your click through rate and ultimately, conversions. Negative keywords are often the “secret sauce” for positive ROI!

Decrease bounce rates
By increasing your “right visitor” traffic, you should notice a drastic reduction in bounce rates. With more of the right audience now visiting your landing pages and website, you can expect a deeper level of engagement with your visitors that is reflected in healthier number of pages visited and increased time on site – not to mention higher conversions on key pages, defined actions (e.g. form submissions, downloads, phone calls, etc.), and for an e-commerce website – more sales.

Stop wasting spend on irrelevant traffic
It’s unfortunate but it does happen – without a regular negative keywords regimen, you will have people who will click on ads that are not your target audience. Think of your own search behaviour, most times we all know better than to click on an off-target ad that is presented to us. Which means you as the advertiser is not directly charged the cost per click (CPC). So it’s not a big worry, right?

Not exactly. As the advertiser, your quality score will suffer as it is based in part on your click through rate (CTR). A poor or non-existent CTR on your ad will mean Google may increase your CPC and lower your ad ranking.

Tips for effective negative keyword management
This article from PPC Hero  offers  9 valuable tips on how to manage negative keywords and is well worth a read:

  1. Run regular SQRs {Search Query Report}
  2. Distinguish between Campaign and Ad Group level negatives
  3. Use negatives to funnel your users to the right places
  4. Don’t add too many at once!
  5. Use Negative Keyword Lists to save time
  6. Know the difference between irrelevant and poor at converting
  7. Be smart with your match types
  8. Check on your existing negatives
  9. Use enough data

To see an example of how our search engine marketing cloud app, Adigence, can help with managing negative keywords at super-sonic speed, check out our previous blog on negative keywords. Or, simply contact us for a personal demonstration of the app by emailing us at info@apption.com.

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