December 2011
Beginner to intermediate
448 pages
11h 44m
English
Content preview from Google AdWords™ For Dummies®, 3rd Edition
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Ignoring Negative Keywords
Negative keywords keep certain searchers from seeing your ads. If you get significant traffic from broad- or phrase-match keywords, you may find that Google is matching your ad to some irrelevant searches. If you want to deter tire-kickers from costing you clicks, you may want to add negative keywords like -[free] and - [complimentary].
If you target upscale buyers, you can improve your ROI by eliminating [discount] and [cheap], as well as certain brand names that have low-end connotations. If some of your search terms are ambiguous (for example, [anthrax] refers to both a disease and a heavy metal band) or could refer to two different niches of the same market ([auto glass] and [plate glass] windows), save your click money by adding negative keywords to your keyword list.
Monitor your keyword-conversion performance over time to find new negative keywords. If you sell golf clubs and none of your [golf instruction] keywords converts, you can add [instruction] as a negative keyword.
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