PPC campaigns are popular in the market today as they generate faster response and lead conversions than SEO. However, one should be able to incorporate PPC campaigns effectively in order to enjoy positive results for their business. Note, the use of keywords is crucial in any PPC campaigns, and these keywords also include “negative keywords” too. Now the question is, what are negative keywords, and how do their impact PPC campaigns?
An insight into negative keywords
Entrepreneurs spend a great deal of time and energy in determining what keywords to include in a pay-per-click campaign. These are the phrases online users use to search for products or services online. If the proprietors use the correct keywords in their campaigns, they can expect a rise in organic traffic. This automatically results in an increase in sales for them.
Nevertheless, experts say complying a list of relevant keywords is never easy for any business owner. A wrong keyword invites irrelevant web traffic, and the business ends up losing money. In PPC campaigns, the business has to pay to Google for all the clicks that are made on the ad. Therefore, choosing the wrong keyword costs the business dear!
How can entrepreneurs identify and remove negative keywords from their PPC campaigns?
PPC ads have to be made in such a way that web visitors click on the ad. They should end up buying the product or the service to make the campaign a success. For this, businesses have to make a comprehensive list of negative keywords. The use of these keywords helps search engines to filter their search engine results to the targeted audience. This can help the owners save money as they will not be attracting irrelevant online traffic. PPC experts provide the following steps to the use of negative keywords in an ad campaign-
1. Identifying negative keywords
Entrepreneurs need to understand that negative words differ from one business to another. These owners should first identify phrases which are not relevant to the business they operate in the market. For instance, proprietors may deal in brand new SUV cars and use a pay-per-click campaign to advertise their products. It makes sense for online users to enter the phrases’ second-hand’ or ‘pre-owned’ as negative keywords in the Google Keyword Planner.
2. Search for negative keyword matches using Google Keyword Planner
Entrepreneurs probably use Google Keyword Planner to look for keywords which are relevant to their businesses. Experts suggest they should make a list of probable negative keyword matches with this feature and Search Term Reports. This gives the owners an idea of actual search phrases people enters in Google’s query bar to find products and services. They can then come up with a list of negative phrases which do not relate to their businesses. Entrepreneurs need to remember that taking this step is necessary to ensure they do not end up paying for unnecessary clicks. Otherwise, the owners land up spending more money on their PPC campaigns than they need to.
3. Entering the negative keywords to Google AdWords
PPC experts will help business owners to enter negative keywords in their ad campaigns. They will make a list of these keywords and insert them in the campaigns tab. They later will name the negative keyword list and add the phrases one line per box. Then they will save the keywords so that they are displayed when the ads are clicked on.
How do entrepreneurs benefit from using negative keywords in their PPC campaigns?
PPC experts further point out the following three benefits that entrepreneurs can enjoy by including negative keywords in pay-per-click campaigns:
· Stops the flow of irrelevant online traffic to entrepreneurs’ websites
By inserting negative keywords in their PPC campaigns, entrepreneurs can prevent the flow of irrelevant online traffic to their websites. It also substantially increases its click-through rate. This ensures that online users who show interest in these owners’ businesses get to see their advertisement campaigns. The proprietors only pay for the clicks this target audience makes when viewing such campaigns. As these are the people who are likely to make the most purchases, the owners can rest assured their money is well-spent. In fact, these entrepreneurs end up generating more revenues in comparison to costs they incur.
· Higher search engine rankings
Search engine like Google considers click-through rate as a criterion for allotting ranks to business websites in its result pages. Entrepreneurs whose PPC campaigns generate a high click-through rate can assume their websites secure better SERP positions. This helps to generate more online traffic to their business websites over time. There is always a high probability that the online user who goes through their advertisement campaign may end up making purchases. This, in turn, results in a significant increase in sales and revenue for these owners. It takes them one step closer to gaining a competitive edge in the market.
· Significantly reduces the average cost per click
By including negative keywords in pay-per-click campaigns, entrepreneurs can reduce the number of clicks which do not result in sales. This assures the owners that online users viewing the campaign on their website are the ones who are likely to make purchases. They do not have to worry about losing money on unnecessary clicks. In the process, they also notice a significant reduction in their average cost per click while their revenue increases. This provides the business owners with a win-win situation as they get substantial returns on their investment.
Entrepreneurs need to include negative keywords in their pay-per-click advertisement campaigns. They can do this by browsing through Google keyword Planner and Search Term Reports. The owners will come across a list of phrases which do not relate to their advertisement campaigns. They should then include such negative keywords in Google AdWords. This ensures people enter such phrases on the search query bar, do not get to see their campaign. By inserting keywords in their PPC campaigns, this reduces the owners’ average cost per click and boost their click-through rates. It also ensures their websites secure better position on search engine result pages and gain better-targeted traffic faster!
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