Continuing our series of guest posts from Microsoft Advertising..
Last week Akhila filled you in on how to apply match types and bids to your SMB accounts. The Shah’s Cars account is now ready to go live, but there’s just one more adCenter feature to explore: Negative Keywords.
Trust me, it’s all positive when it comes to negatives. Negative keywords are an optional aid to help prevent your adverts from being displayed when a search query contains your keywords but the search query as a whole is irrelevant to your landing page content. Adding negatives to your account will help to maximize your click through rate (CTR), decrease the cost per click (CPC) and improve your average position.
For example, if Shah’s Cars included ‘car’ as a keyword on broad match, there’s a chance that the ads might be showing to searchers who are looking for ‘car games’, ‘car film trailers’ or ‘car insurance’. These people will probably not click on Shah’s Cars ads. But, by adding ‘games’, ‘film trailers’ and ‘insurance’ as negative keywords associated to the bidded keyword ‘car’, you can prevent the ads displaying when combinations of search queries containing these terms are searched for. Perfect!
Negative Match Types and Hierarchy
Microsoft adCenter supports negatives only with keywords that have been assigned either at broad or phrase match type.
You can apply negative keywords at different levels:
Finding Negative Keywords via the adCenter UI
You could spend forever trying to come up with terms you don’t want your ads to be triggered by, but adCenter can quickly do this for you. Here’s the process:
I have used the car example below:
Applying Negatives via the adCenter UI:
Applying negative keywords via the adCenter Desktop tool:
Key points to remember…
I hope you’ve found this useful and thank you for reading.
Other posts from this series:
PPC for SMBs #1: Paid and organic search
PPC for SMBs #2: An introduction to Bing
PPC for SMBs #3: An introduction to Microsoft adCenter
PPC for SMBs # 4: An introduction to Microsoft adCenter Desktop
PPC for SMBs #5: The Microsoft Advertising Intelligence Tool
PPC for SMBs #6: Setting up a new adCenter account
PPC for SMBs #7: How to find keywords
PPC for SMBs #8: How to write great ads
PPC for SMBs #9: Bids and match types