Pay-Per-Click Fundamentals
Illustration by Richard Downs

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Selecting negative keywords

Negative keywords are the words and phrases that you do not Negative keyword lists are built in AdWords only.
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  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

Viewers: in countries Watching now:

Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.

Topics include:
  • What is pay-per-click marking?
  • Understanding the pros and cons of PPC
  • Creating AdWords and Bing accounts
  • Setting up campaigns
  • Setting daily and monthly budgets
  • Researching and selecting keywords
  • Writing ad copy
  • Understanding Quality Score
  • Leveraging display, content, and partner networks
  • Using offline desktop editors
Google AdWords Bing Ads
Elizabeth Marsten

Selecting negative keywords

Negative keywords are the words and phrases that you do not want associated with your business or certain ad groups or campaigns. It's the equivalent of telling Google and Bing, stay away from queries that include these words. And they are a great way of avoiding paying for irrelevant clicks on your ads. Negative keywords can be added at the ad group and campaign levels for both Google and Bing and use the same match types. The match types are broad, modified broad, phrase, and exact. And these will dictate to the search engine how strictly you want queries that include your negative keywords to be followed. You can view and add negative keywords by clicking on the Keywords tab in your AdWords or Bing account and scrolling all the way down to the negative keywords link.

Hit the plus sign to expand and voila. Your keywords will appear. Alright, let's start building up our negative keyword ideas. Here are some examples of common negative keywords I use a lot. If you find that you have many descriptors or terms that apply to more than one campaign, you can use a feature in Google AdWords called negative keyword list. Here, I listed out my do it yourself and my free list. These are the keywords that I see most often being used as negative keywords. Negative keyword lists are built in AdWords only. This saves the list of terms that you've put as negative repeatedly together.

So, instead of having to copy and paste or add the terms one by one, you can simply add the list in a single click and apply across many campaigns or ad groups. So, the next piece is, how do you figure out what your negative keywords are outside of a little common sense? There are a few great ways to get started on this process, even when you don't have any PPC data yet. Think of the most common examples of keywords used at the broad level around things like free, download, online, print, do-it-yourself, make, wholesale, sample, inexpensive, and cheap. That list right there should give you plenty to think about right out of the gate. Another one that I like is Google search suggest.

Start to type in any one of your keywords into the search box on and see what starts to populate as a suggestion. Remember, these are the most recent popular searches on Google for those terms. Consider adding them if they're not applicable to your negative keyword list. Go back to your original keyword research that you did when you were selecting your keywords. There were bunches that you threw out, right? Those are indicators of terms that Google thought might be relevant, and might show an association with your ads, depending on your match type. If you didn't save the list, just go back to the keyword planner in the Tools and Analysis tab, add a keyword or a URL and see what the tool suggests.

Come through and pull out every possible negative keyword that you could add. And last, but not least, the best way to finding negatives is to use the search query report once you have started running ads. The search query report can be found under the Keyword tab. Simply open up your keyword list and find the button for details. Click that and select All under search terms and Google will display the list of queries that triggered an ad impression. From this screen, you can decide if there are any keywords that you would want to add as negative by clicking the box and then the Add as Negative Keyword button. Same goes if you find a keyword that you'd like to add to your regular keyword list.

Note that you can see all kinds of statistics for these queries as well, including keywords that you're already bidding on. You'll want to come into the search word report at least once a week when you first start out with your new account. As your account grows and you become more comfortable with PPC management, the information in the report won't be as groundbreaking as when you first started. But it is definitely a report, you want to comeback to at least once a month on proacro basis as adding negative keywords to ad groups and campaigns is crucial to your regular optimization efforts and success.

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