Posted by Kayleigh Browne in Pay Per Click (PPC) | 0 comments
Preventing Irrelevant PPC Traffic!
Ever wondered how to produce and maintain a fine tuned PPC campaign? We strongly believe that before you even start a new PPC campaign, you should know the keywords that could potentially bring in irrelevant traffic. Once your campaign is live, you should also be fully aware of changing search patterns and external factors and how these can affect your PPC results.
Paying strict attention to your negative keywords is the key to a strong PPC campaign. Cut out all your bad traffic and capture your relevant visitors at a lower cost with improved performance!
Ousting irrelevant traffic before an account is live.
Many marketers rush straight into setting a PPC account live without considering the possible irrelevant searches that could immediately trigger their ads. Do your research first, take a more proactive approach to your PPC and do your initial research using the Google Keyword Tool.
Not only does the Google Keyword Tool give you new keyword ideas, it can also identify keywords that you could add as a negatives. For example, if you are setting up a new campaign focusing on Seychelles Holidays, try putting ‘Seychelles’ into the keyword tool and see what search terms Google considers to be synonymous keywords. This can be a great help in brainstorming negatives before a campaign goes live and could save you a lot of money and wasted impressions.
Another useful way of determining what Google thinks might be related to your search is to start searching for something in Google and see what is displayed in the predictive search drop down. Considering that ‘weather,’ ‘climate,’ ‘nation,’ ‘airport,’ and ‘map’ might not be relevant to your PPC campaign, it is a good idea to add negatives of these or anything else that stands out as irrelevant from the predictive dropdown.
Once you have done your keyword research and are happy that you have a fine tuned keyword list, you can set your PPC campaign live. It is worthwhile running a Google Keyword Report on your theme monthly to keep up to date with search fluctuations and marketplace changes.
Maintaining a fine tuned keyword list
Keyword research is not just something that is required before a PPC campaign is set live. Your PPC keyword list needs to be constantly optimized and maintained to fit in with search fluctuations and other external factors. We find it very useful to subscribe to Google Alerts, enabling us to be fully aware of the latest Google web results relating to a specific theme. Google Alerts also gives us the ability to keep current on competitors and comprehensive industry news. For example, the news may identify weather issues such as hurricanes and tsunamis and we can then identify if these are useful negatives.
One report that we believe is worth running regularly is the Search Query report from Adwords and MSN. These reports help to identify any irrelevant keywords that have accrued impressions and that can be added as negatives.
From a Search Query report, we can easily compile a list of irrelevant searches; distinguishing those that need to be added as negatives. A search query report is a great way of finding the negatives that were missed from initial research or may have emerged with the marketplace changes.
Search query reports also show performance statistics for all of the search queries that resulted in your ads accruing impressions. From these statistics it is possible to expand your main keyword list, identifying the derivatives of keywords that generate a high level of traffic or conversions -add these to your list.
We would recommend running a Search Query report twice weekly if not more often for a new client, preventing irrelevant traffic from seeing and potentially clicking on your ad. Adding negatives can also help to stop your impressions from rocketing as well as increasing your overall Click through Rate and Quality Score.
So make use of what Google is offering you in your Adwords reporting tab. Search patterns are constantly changing and utilizing the search query report is a highly effective way of keeping your keywords optimized for current search trends.
Preventing Irrelevant PPC Traffic!
Ever wondered how to produce and maintain a fine tuned PPC campaign? We strongly believe that before you even start a new PPC campaign, you should know the keywords that could potentially bring in irrelevant traffic. Once your campaign is live, you should also be fully aware of changing search patterns and external factors and how these can affect your PPC results.
Paying strict attention to your negative keywords is the key to a strong PPC campaign. Cut out all your bad traffic and capture your relevant visitors at a lower cost with improved performance!
Ousting irrelevant traffic before an account is live.
Many marketers rush straight into setting a PPC account live without considering the possible irrelevant searches that could immediately trigger their ads. Do your research first, take a more proactive approach to your PPC and do your initial research using the Google Keyword Tool.
Not only does the Google Keyword Tool give you new keyword ideas, it can also identify keywords that you could add as a negatives. For example, if you are setting up a new campaign focusing on Seychelles Holidays, try putting ‘Seychelles’ into the keyword tool and see what search terms Google considers to be synonymous keywords. This can be a great help in brainstorming negatives before a campaign goes live and could save you a lot of money and wasted impressions.
Another useful way of determining what Google thinks might be related to your search is to start searching for something in Google and see what is displayed in the predictive search drop down.
Considering that ‘weather,’ ‘climate,’ ‘nation,’ ‘airport,’ and ‘map’ might not be relevant to your PPC campaign, it is a good idea to add negatives of these or anything else that stands out as irrelevant from the predictive dropdown. 
Once you have done your keyword research and are happy that you have a fine tuned keyword list, you can set your PPC campaign live. It is worthwhile running a Google Keyword Report on your theme monthly to keep up to date with search fluctuations and marketplace changes.
Maintaining a fine tuned keyword list
Keyword research is not just something that is required before a PPC campaign is set live. Your PPC keyword list needs to be constantly optimized and maintained to fit in with search fluctuations and other external factors. We find it very useful to subscribe to Google Alerts, enabling us to be fully aware of the latest Google web results relating to a specific theme. Google Alerts also gives us the ability to keep current on competitors and comprehensive industry news. For example, the news may identify weather issues such as hurricanes and tsunamis and we can then identify if these are useful negatives.
One report that we believe is worth running regularly is the Search Query report from Adwords and MSN. These reports help to identify any irrelevant keywords that have accrued impressions and that can be added as negatives.
From a Search Query report, we can easily compile a list of irrelevant searches; distinguishing those that need to be added as negatives. A search query report is a great way of finding the negatives that were missed from initial research or may have emerged with the marketplace changes.
Search query reports also show performance statistics for all of the search queries that resulted in your ads accruing impressions. From these statistics it is possible to expand your main keyword list, identifying the derivatives of keywords that generate a high level of traffic or conversions -add these to your list.
We would recommend running a Search Query report twice weekly if not more often for a new client, preventing irrelevant traffic from seeing and potentially clicking on your ad. Adding negatives can also help to stop your impressions from rocketing as well as increasing your overall Click through Rate and Quality Score.
So make use of what Google is offering you in your Adwords reporting tab. Search patterns are constantly changing and utilizing the search query report is a highly effective way of keeping your keywords optimized for current search trends.
