An Easy Way To Boost Your Click Through Rate In Adwords
Negative keywords are important in any campaign to improve click through rate
. The truth is the vast majority of Adwords accounts are under-optimized for negative keywords. Most people will have a dozen or so - maybe even a few hundred. A well optimized account should have thousands of negative keywords. That will dramatically increase your click through rate a lower your cost per acquisition. First, I must say there is a common misconception that improving click-through-rate on broad and phrase match will improve quality score. The truth is, only exact match CTR will improve quality score. The reason to improve CTR on broad and phrase match is to improve on your bottom line or cost per acquisition (CPA).You'll want to mine your logs (Google Analytics for example) for what phrases are working and what are not. Take the words in the phrases that are not working for you and put them on your negative keyword list. Remember, that you have to have all of the words in a phrase for Adwords to filter that phrase out.
There are three types of negative keywords that you have to account for. The first is the broad negative keyword which is just typed in the list with no quotes or brackets. This will filter out any phrase with that word in it. The second is the phrase negative keyword and is typed in with quotes around the phrase. Any search query with that phrase in the exact order will be filtered out. The third type is the exact match, which is typed in with brackets [example]. Any exact match to the search query will be filtered out.
Sometimes you want to use negative phrase match or negative exact match in your campaigns. Say there is a title to a book or song or something that is not related to your website, you will want to put that title as a negative phrase match. Another example would be if you are doing well on a keyword like say "security guard uniforms" and Google starts showing the ad under just "security guard" you can use a negative exact match like this -[security guard].
You'll want to use negative keywords in three ways:
Filter for Ambiguity - The keyword has more than one definition and you don't want traffic from unrelated keywords like bottle caps vs. baseball caps
Filter for Relevancy - It's the right definition, but not relevant to my specific business.
Filter for Profit - Some keywords and phrases are not cost effective and should be filtered out.
All in all you should create a pretty healthy negative keyword list by mining your data files.
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