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A note before you get Negative KeyWord Happy:

If your campaigns are not getting enough data to warrant a change, you don’t want to inundate them with Negative Keywords and lose out on some traffic that you may desperately need. This doesn’t mean you should let shoe shoppers click on your leather purse ads, it just means you should hold off on cutting the amount of impressions you have until you are familiar with the campaign’s performance and are able to get enough data. Negative Keywords are just like everything else in pay-per-click: they require research and, most importantly, knowing your industry and its searchers. There are 4 main tools that will help identify the perfect Negative Keywords.

4 Negative Keyword Identifiers:

Your Brain!

You know your searchers, your site, and what products you offer (at least you should). Use that knowledge to add some Negative Keywords that you know will bring in the type of clientele you don’t want. For example, if you are strictly a dog groomer, you should get rid of any searches dealing with the more popularly groomed animals like horses and cats. Using your impressive gray matter will also enable you to find out what synonyms or related terms you should include in your list as well. For example, if you are adding "jobs" to your Negative Keyword list, you will most likely want to include career, hiring, resume, etc.

Google Preview Tool

This is a great tool to find out what kinds of sites and ads your more popular keywords are pulling up. Aside from your great brain power, the Google Preview Tool is the best means of identifying keywords that are lowering your CTR and wasting your money. This tool also enables you to “search” from any targeted area without costing you impressions or costing you a click if you have an itchy trigger finger hovering over your ad. This will help you get a handle on the local searches in an area as well. After searching for “Pet Grooming,” because you know what services you don’t offer, certain words should pop out to you when you use the Google Preview Tool: Google-Preview-Tool-Image It may not have crossed your mind that people looking for a career or supplies would search for pet grooming, but if you’re strictly a dog groomer, you'll want to ensure these searchers don’t click on your ads. Just by using the Google Preview Tool, we are able to create a great list of Negative Keywords: List of Negative Keywords

Google KeyWord Tool

The Google Keyword Tool is another great way to eliminate irrelevant searches from finding your ads. While you have most likely used this tool to find keywords you would like to focus on, you should also be able to identify keywords that are related to your industry but are services you either don't offer or don't want to focus on. Make sure to include these keywords in your list of Negative Keywords.

Search Query Report

The Search Query Report is a great tool on quite a few different levels. When it comes to Negative Keywords, it is a great source for identifying searches that led to a click but you know won’t convert. You can use these non-converting keywords to further populate your Negative Keyword list as well. Using these 4 Negative Keyword identifying methods will ensure that you are getting the most relevant and valuable traffic. As you continue to add to your Negative Keywords list, you will see your CTR rise and your campaigns improve. [post_title] => Negative Keywords Bring Positive Results [post_excerpt] => [post_status] => publish [comment_status] => open [ping_status] => closed [post_password] => [post_name] => negative-keywords-bring-positive-results [to_ping] => [pinged] => [post_modified] => 2010-02-17 11:32:06 [post_modified_gmt] => 2010-02-17 18:32:06 [post_content_filtered] => [post_parent] => 0 [guid] => http://www.orangesoda.com/blog/?p=855 [menu_order] => 0 [post_type] => post [post_mime_type] => [comment_count] => 5 [filter] => raw ) [1] => WP_Post Object ( [ID] => 4560 [post_author] => 14 [post_date] => 2009-12-17 08:58:49 [post_date_gmt] => 2009-12-17 15:58:49 [post_content] => The Holidays are upon us and the opportunity to inundate our Pay-Per-Click campaigns with cheer has arrived with them. Adjusting AdCopy should be on your list of to-dos, right next to hang the lights & shovel the walk. While almost any industry can benefit from changing their Pay-Per-Click tone to one a tad more chipper during the holidays, there are a few industries that will miss out on a lot of holiday-hungry shoppers if they don’t make the change. Some of these industries include: Curious as to whether or not your industry is ripe for the picking during the holidays? Use Googles Insight For Search.

Your AdCopy should fit the season

While most chaps & chapettes have dreams full of sugar plums and candy canes during the holidays, my sleep-time travels lead me to a land of cheery AdTitles, laughable Calls To Action, & frosted Unique Selling Points. Stray from the boring and mundane and make your ads fun & festive! A Couple Examples:

Your Kids Want Tie Dye

Don't Let Them Think Santa Forgot. Order Tie Dye Today For Free S&H! www.TieDyeRules.com/HolidaySavings

40% Off Holiday Cardigans

Not Getting A Cardigan Is Like Getting Coal! Order Now & Save 40% www.IHeartCardigan.com/Savings

Should you take the Happy Holidays or Merry Christmas route?

In the end it’s entirely up to you. If you want to make sure you don’t miss out on an ounce of traffic, you may want to take the Happy Holidays Route; I’ve found people who are fond of Merry Christmas are just as giddy to see Happy Holidays while some Happy Holiday’ers may be opposed to Merry Christmas.

Being a Scrooge and not running a holiday special?

That’s okay (kind of…) you still need to make a change to your AdCopy. Just because you can’t say, “free S&H for the Holidays” or “Save 25% this season” doesn’t mean you can’t exclaim, “Tie Dye Shirts Are The Perfect Holiday Gift” or “Get Him What He Wants This Year, A Cardigan” All in all, it’s time to make the cheery change, you may already be late and don’t have time to waste. Go, fill those Ads with holiday hubbub! [post_title] => Make Your Pay-Per-Click Festive For The Holidays [post_excerpt] => [post_status] => publish [comment_status] => open [ping_status] => closed [post_password] => [post_name] => make-your-pay-per-click-festive-for-the-holidays [to_ping] => [pinged] => [post_modified] => 2009-12-17 08:58:49 [post_modified_gmt] => 2009-12-17 15:58:49 [post_content_filtered] => [post_parent] => 0 [guid] => http://www.orangesoda.com/blog/?p=391 [menu_order] => 0 [post_type] => post [post_mime_type] => [comment_count] => 4 [filter] => raw ) ) [post] => WP_Post Object ( [ID] => 4579 [post_author] => 14 [post_date] => 2010-02-17 11:32:06 [post_date_gmt] => 2010-02-17 18:32:06 [post_content] => Negative Keywords will increase your CTR, avoid irrelevant traffic, and give the slip to non-converting, trigger happy searchers!

A note before you get Negative KeyWord Happy:

If your campaigns are not getting enough data to warrant a change, you don’t want to inundate them with Negative Keywords and lose out on some traffic that you may desperately need. This doesn’t mean you should let shoe shoppers click on your leather purse ads, it just means you should hold off on cutting the amount of impressions you have until you are familiar with the campaign’s performance and are able to get enough data. Negative Keywords are just like everything else in pay-per-click: they require research and, most importantly, knowing your industry and its searchers. There are 4 main tools that will help identify the perfect Negative Keywords.

4 Negative Keyword Identifiers:

Your Brain!

You know your searchers, your site, and what products you offer (at least you should). Use that knowledge to add some Negative Keywords that you know will bring in the type of clientele you don’t want. For example, if you are strictly a dog groomer, you should get rid of any searches dealing with the more popularly groomed animals like horses and cats. Using your impressive gray matter will also enable you to find out what synonyms or related terms you should include in your list as well. For example, if you are adding "jobs" to your Negative Keyword list, you will most likely want to include career, hiring, resume, etc.

Google Preview Tool

This is a great tool to find out what kinds of sites and ads your more popular keywords are pulling up. Aside from your great brain power, the Google Preview Tool is the best means of identifying keywords that are lowering your CTR and wasting your money. This tool also enables you to “search” from any targeted area without costing you impressions or costing you a click if you have an itchy trigger finger hovering over your ad. This will help you get a handle on the local searches in an area as well. After searching for “Pet Grooming,” because you know what services you don’t offer, certain words should pop out to you when you use the Google Preview Tool: Google-Preview-Tool-Image It may not have crossed your mind that people looking for a career or supplies would search for pet grooming, but if you’re strictly a dog groomer, you'll want to ensure these searchers don’t click on your ads. Just by using the Google Preview Tool, we are able to create a great list of Negative Keywords: List of Negative Keywords

Google KeyWord Tool

The Google Keyword Tool is another great way to eliminate irrelevant searches from finding your ads. While you have most likely used this tool to find keywords you would like to focus on, you should also be able to identify keywords that are related to your industry but are services you either don't offer or don't want to focus on. Make sure to include these keywords in your list of Negative Keywords.

Search Query Report

The Search Query Report is a great tool on quite a few different levels. When it comes to Negative Keywords, it is a great source for identifying searches that led to a click but you know won’t convert. You can use these non-converting keywords to further populate your Negative Keyword list as well. Using these 4 Negative Keyword identifying methods will ensure that you are getting the most relevant and valuable traffic. As you continue to add to your Negative Keywords list, you will see your CTR rise and your campaigns improve. [post_title] => Negative Keywords Bring Positive Results [post_excerpt] => [post_status] => publish [comment_status] => open [ping_status] => closed [post_password] => [post_name] => negative-keywords-bring-positive-results [to_ping] => [pinged] => [post_modified] => 2010-02-17 11:32:06 [post_modified_gmt] => 2010-02-17 18:32:06 [post_content_filtered] => [post_parent] => 0 [guid] => http://www.orangesoda.com/blog/?p=855 [menu_order] => 0 [post_type] => post [post_mime_type] => [comment_count] => 5 [filter] => raw ) [queried_object] => WP_User Object ( [data] => stdClass Object ( [ID] => 14 [user_login] => GThayn@orangesoda.com [user_pass] => $P$BbawYxF3FY4DBodfR8A2BYo2dKSHCy/ [user_nicename] => gthaynorangesoda-com [user_email] => GThayn@orangesoda.com [user_url] => [user_registered] => 2012-02-28 23:42:51 [user_activation_key] => [user_status] => 0 [display_name] => Gabe Thayn ) [ID] => 14 [caps] => Array ( [subscriber] => 1 ) [cap_key] => wp_capabilities [roles] => Array ( [0] => subscriber ) [allcaps] => Array ( [read] => 1 [level_0] => 1 [edit_forks] => 1 [edit_others_forks] => [edit_private_forks] => [edit_published_forks] => [read_forks] => 1 [read_private_forks] => [delete_fork] => 1 [delete_others_forks] => [delete_private_forks] => [delete_published_forks] => [publish_forks] => [fork_posts] => 1 [branch_posts] => [subscriber] => 1 ) [filter] => ) [queried_object_id] => 14 )

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