In
pay-per-click advertising (PPC), negative keywords prevent
advertisements
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a ...
from displaying for particular
keyword
Keyword may refer to:
Computing
* Keyword (Internet search), a word or phrase typically used by bloggers or online content creator to rank a web page on a particular topic
* Index term, a term used as a keyword to documents in an information syste ...
phrases. The process of adding in negative keywords to a
paid search account is an important part of the optimization process, as it allows for eliminating
search queries which are unlikely to convert into a
sale. For example, an individual may want to advertise for "
hotel
A hotel is an establishment that provides paid lodging on a short-term basis. Facilities provided inside a hotel room may range from a modest-quality mattress in a small room to large suites with bigger, higher-quality beds, a dresser, a ref ...
in Toronto," but does not want to display ads for the keyword "hotel jobs in Toronto." In this instance, the term "jobs" would be added as a negative keyword. There are few automated tools to predict the negative keywords and make the process simpler. Taking help from tools helps to save time and avoid the possibility of human error.
Negative keywords are often necessary for paid search campaigns that contain keywords on either broad match or phrase match. These match types will display
ads for additional search queries (i.e.
search queries other than the actual keyword that was added to the account). Thus, removing irrelevant terms often becomes necessary. A common use is to add general negative keywords such as "pictures" or the aforementioned "jobs" to a negative keyword list that is applied to multiple campaigns.
An additional use for negative keywords is to funnel
traffic
Traffic comprises pedestrians, vehicles, ridden or herded animals, trains, and other conveyances that use public ways (roads) for travel and transportation.
Traffic laws govern and regulate traffic, while rules of the road include traffi ...
to the highest-converting and optimized
campaign
Campaign or The Campaign may refer to:
Types of campaigns
* Campaign, in agriculture, the period during which sugar beets are harvested and processed
* Advertising campaign, a series of advertisement messages that share a single idea and theme
* B ...
or ad group for a particular search query. For example, if an advertiser is marketing
laptop and
desktop computer
A desktop computer (often abbreviated desktop) is a personal computer designed for regular use at a single location on or near a desk due to its size and power requirements. The most common configuration has a case that houses the power supply ...
s, and has
ad copy that is specific to each, he may notice that some searchers who are searching for laptops are being shown desktop ads and vice versa. Negative keywords can be used to make sure that each searcher is shown the most relevant ad copy that is most likely to convert into a sale.
References
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Online advertising methods