Hello Friend,
As Ryan said on Monday, you want to shift gears from knowing your business from an industry standpoint to that of being a potential customer. This means thinking about who is your target market. This also allows you to create a negative keyword list.
Now it may seem strange eliminating keywords that might be related to your business, but you can think of it like having a party. You know the guests you want to invite, and then there are always those guests you really don't want coming at all. Negative keywords simply help you mark unwanted guests off your list.
Let's go back to using the canvas shoes example. Imagine that the shoes you sell are canvas skater shoes. Having a negative keyword for boat will eliminate those who are searching for canvas boat shoes. You would do the same with eliminating basketball or other terms that are not related to your canvas skater shoes. Eliminating the negative keywords helps your website visitors find what they want and helps you attract the right visitors.
Keyword research is massively important. By doing the research, you may even open new doors or ideas that you hadn't considered previously. Additionally, you may not realize what words can be eliminated from your advertising until you do the research.
By eliminating the negative, you specifically filter your ad campaigns to weed out impressions that add no value to your business. This can help you spend more time on what will really help your website SEO grow your business.
Click here to find out how.
Read the StomperTip. There's no opt-in or anything.
Talk soon,
Lee Collins
Managing Director
StomperNet, LLC
"Use the Google keyword suggestion tool (...) There's no sense in optimizing for a particular keyword if no one is using it when searching online."
~ Michael H. Fleischner ~
Author of SEO Made Simple and PPC Made Simple
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Your First Negative Keywords Should Be Branded
By Chad Summerhill
The first negative keyword list you make should consist of your brand keywords. That's right, all of those wonderfully-inexpensive, great-converting, and highly-profitable brand keywords.
Why? Because, you don't want your non-brand campaigns and ad groups stealing your ad impressions from your brand campaign.
If someone searches on your brand, you want them to click on the correct ad, don't you? Of course you do. But Google doesn't always agree. Sometimes they will serve an ad from one of your non-branded ad groups for whatever Googley reasons they have. This is sometimes referred to as "ad-poaching".
And you guessed it, you end up paying much higher non-brand Cost Per Click (CPC)'s, showing the wrong ad, and sending your brand-searcher to the wrong landing page, which, of course, could hurt your conversion rate. It only affects all of the important things you've been optimizing for your brand-searchers to improve your sales.
The only way to make sure this doesn't happen is...
We didn't invent SEO, we just perfected it. Take a few minutes to see how StomperNet can give you professional-grade SEO at a fraction of the cost you would expect, and let us focus on your SEO while you focus on building your business!
Click here to learn about our SEO Services Making A Negative Keyword List
- Run a search term report for your brand campaign..
- Make the list as small and effective as possible
- Create your negative list in AdWords
- Applying your new brand negative list to your non-brand campaigns
- Repeat as necessary
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