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Using Negative Keywords in Google Adwords

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 By Tracy Mu Sung – Director at MooMu Media

Negative Keywords are those keywords for which you don’t want your ads to appear, and they only need to be used if you have kw matches in your campaign which are phrase or broad match.

 

If all your keywords are exact (unlikely), they won’t show for anything other than those exact KW. If, however you start to broaden your campaign and introduce phrase and broad match keywords, don’t forget to introduce negative KWs at the same time.

 

Examples of negative keywords for an online retailer might be; free, replica, repairs, fake, etc.

 

Note that if your negative keyword is broad, and has more than one word – e.g. free trial – your ad could still show up for searches including either the word free, or trial, but not both. If you didn’t want your ad to show for

  • Free
  • Free trial
  • Trial

You would have to add all three as negative keywords.

 

Match Types for Negative KW

“Negative” is often considered a match type for a kw, but actually, your negative keyword itself can be broad, phrase or exact (with the same definitions). So you can use the match types to define your negative keywords further.

If you have only the exact word [free] as a match type, then your ad might still show for the search query, ‘free books’

So think carefully about your match types.

 

Negative Kw Lists

Google’s “Negative Keyword lists” make it easier to manage your negative keywords across all campaigns.

If you add a new negative kw to a list, it will update to any campaign which uses that list. Similarly for removing negative kw.

To find your lists, go to ‘Shared Library’ in the left hand navigation, then choose, Campaign negative keywords.

How To Use Negative KW in Adwords

Within the Shared Library you can add keywords to a list, or add a list to a campaign.

You can also see these lists at the very bottom of the keywords tab at both the adgroup level and the campaign level. Simply, scroll to the bottom of the Keyword tab, then expand the ‘negative keywords’ link.

 

If you are going to share lists across campaigns, it’s usually a good practice to double check the kw list and make sure it isn’t including inappropriate negatives for any of the campaigns.

 

You can also find negative keywords in your Adwords Editor – by toggling the positives/negatives button as below – however, the Editor does not currently allow you to view keyword lists.

Negative KW in Adwords Editor

 

 

 

 

 

Which Negative Keywords to Use?

New Campaigns/Adgroups/Products/Keywords

When doing KW research for a new product, brand or campaign, note the keywords you find which are inappropriate and might trigger your ads, then add them to your negative KW list.

 

Terms being used

You will also want to look at the ‘See search terms’ report to see other kw which you should add as negatives. Remember to Keep Monitoring the searched terms ongoing.

 


Google Adwords – Now Filter by Analytics Data

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New additions to Google Adwords means that you can now add some analytics data to your Adwords reports to better analyse your Adwords spend.

Analytics in Adwords

 

It used to be that the only ‘analytics’ type data you could rate your spend on was conversions. Now, you can see page views per visit. average visit duration and bounce rate.

 

Note that this is not yet available in all Adwords Accounts.

 

Adwords Editor Tips – The Edit Menu

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There are many ways to make changes to ads, keywords and adgroups in Adwords Editor. You can choose the ‘Make Multiple Changes’ Button or you can even download to a CSV, make changes, and upload the results.

However, a very quick and easy way to make changes to many ads at once is to use some of the options in the ‘Edit’ menu.

 

Find/Replace

 

I consider this one of the most useful features in Adwords Editor. Say you want to change all the URLs in your ads from www.thiscompanysite.com.au to m.thiscompanysite.com.au. Or maybe you want to change from thiscompanysite.com.au/folder1 to thiscompanysite.com.sg/folder2

 

You can use Adwords Editor Find and replace feature to make these changes very quickly.

  1. Go to the Ads tab
  2. Select All the Ads you want to make changes to
  3. Click Edit, then ‘Replace Text in Selected Items
  4. Choose the fields you want to make changes to and make the change.
  5. Make sure you choose correctly from the ‘in’ dropdown, so you don’t make unexpected changes to display URL or something else.
Adwords Editor PPC

 

You can use the find-replace function on other tabs as well. For example, say you had an adgroup selling Lenovo Laptops, and now you want to sell Dell laptops as well. Rather than create a whole new adgroup from scratch, you could simply

1. Copy and paste the Lenovo Adgroup

2. On the keywords tab, Find/Replace Lenovo for Dell (assuming no other variations in keywords other than simple brand names, such as “Buy Lenovo laptop online”)

3. On the ads tab, do a similar Find/Replace for Dell in the ad text,

4. On the ads tab, do a Find/Replace to make the URLs correct

 

Append

 

A similar operation is the ‘append’ option in the Edit menu. Here you can easily add things to the end of your fields, e.g. if you want to move all your destination URLs to go to a new subfolder. e.g. from www.thisstore.com to www.thisstore.com/laptops.

 

Capitalise

 

You can also choose from the Edit Menu ‘Change text Capitalisation”, which will help you change your ad to have capitals for either each word (Title Case), no words or just at the beginning of sentences.

Adwords Editor PPC

 

This can be helpful to see which version works best in your ad, though for most of our ads it is the Title Case, so we don’t find this feature particularly helpful. However, if you have someone who has uploaded ads without using the Title Case, this is a great way to quickly fix that.

 

 

 

 

30 PPC Call To Action Examples

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We all know the importance of Calls to Action in our online ads, right? Calls to Action (CTA) encourage readers to click through on your ad by enticing them and using action words, and no, we aren’t talking about the perennial ‘Click Here’.  We’re talking about the wide range of words you can use to encourage searchers to do exactly what you want them to do, like ‘Buy Now’ or ‘Download’ or ‘Sign up Today’.

 

Best practice would have us testing these kind of text in our ads constantly, seeing what works better, then trying to improve it again. But sometimes it’s hard to find new ways of saying things. Some days you are struggling to find inspiration. To help you along the way, we put together a quick list of CTA examples you can test within your ad copy. Some work better for sales, some are better for lead generation, some of them can be used for both. I have tried to divide them along those lines, but of course there is no hard and fast rule. Try them out and see if you can’t improve your click through rate.

 

Calls to Action for Lead Generation

Calls to Action for Sales

Sign Up Buy Now
Become a Member Buy Online
Book Online Buy In-Store
Call Call
Apply Buy Now At X% Off
Reserve Purchase
Register Shop Now
Start Now Purchase
Download Buy Now And Receive
Ask Us How Order Today
Get A Quote In X Mins Save Now
Try It Now Buy Now And Receive
Subscribe Shop Now
Book Now Browse The Sale
Join Now Easy Online Purchase
Instant Access

 

You can also add urgency to your adds with words like ‘Now’, ‘Today’, ‘Hurry’ or adding specials which will end soon, like ‘Sale Ends Tomorrow’.

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