SEM: How Negative Keywords Can Help You Improve Your Conversion Rate
When embarking on a search engine marketing (SEM) campaign, every click has a price tag. As search engine marketers, our goal is to make sure that these clicks lead to conversions. One of the best ways of getting those conversions is by making sure your ad is seen by the right people. By making different ad groups that target different keywords, you can make sure that the ad is as relevant as it can be. Another way of improving your conversion rate is by filtering out the traffic that is irrelevant to the product or service you are advertising. This can be achieved by using negative keywords.
This makes it easy to remove your ads from irrelevant searches where customers are unlikely to click on your ad. This will boost your click-through-rate (CTR), position and cost-per-click (CPC) which can also have a positive effect on the amount of times your ad is displayed in searches.
If you omit to use negative keywords, you can also get mistaken clicks which can cost you without giving you the desired result.
For example, if you are selling software, and don’t offer a free version, you can add “free” to your negative keywords list and that way filter out the negative traffic.
If you would like to use negative keywords in Google AdWords, you can find them below the keyword table, simply look for the Negative keywords link.
Negative keywords are one among various keyword match types. Broad, phrase and exact matches can have different implications. You can also apply them at the keyword, ad group or campaign level. If applied at the keyword level, negative keywords will override the other levels.
Learning more about match types can drastically improve how a campaign performs. Google offers some information on how to select keywords based on broad, phrase and exact matches.
Negative keywords will inevitably reduce the amount of impressions your ad generates, as they narrow down the scope of possible searches. This is why you shouldn’t use them too liberally, as they may also block good leads that could have converted.
This is where the online marketer’s job becomes essential. In order to understand how people search for your products on Google and Bing, you have to understand the business you are working with. We have dealt with all sorts of clients – people in the construction business, specialized services, legal and other niche markets. We are not experts in any of these fields. So our job is to meet with the brand, brainstorm, take notes and translate it into content that is optimized for search engines and understandable for the lay user. After this analytical process, we could finally grasp exactly what the company is offering and what kind of clientele it seeks. Typically, we work on content before starting an SEM campaign, so all the information has been properly digested before we start picking keywords to use in our search ads. This is when negative keywords are added.
Content and keyword campaigns go hand in hand. If your ads are leading to pages that do not relate to the search query, this can affect your quality score and reduce the amount of times your ad is seen by potential customers. This is why a solid content strategy is the foundation of a strong search ad campaign that will generate results.