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  • http://jasonmanion.com/ Jason Manion

    Great thoughts and information.

    About your last comment though – as good as it sounds on a hypothetical level, clear ad copy doesn’t always discourage those totally irrelevant searches. It seems that a lot of internet searchers assume that the ad must apply to what they were searching for, for the simple reason that it showed up on their search term.

    For example, for a client that offers sales coaching services, I used a modified broad match keyword (+sales +coach). A significant amount of searchers were looking for sales on Coach purses. Now the ad copy was very targeted to sales performance and coaching, and in no way could’ve been mistaken for Coach purse sales, but people clicked on it anyways.

    So I guess it’s searchers like those that make learning negative keywords well so important.

  • Nicholas Viggiano

    Thanks for the feedback! I hear what you’re saying re: my last point. My thought is that pending budget flexibility, it may be worth testing in the right situation (if you understand the search intent and can identify relevance to something you offer). If you see poor results, then definitely add relevant negatives.

    In your situation, I would have definitely added “purses” as a negative, likely from the start; I’m not sure that anyone could persuade someone with that search intent to try coaching classes instead.

  • http://jasonmanion.com/ Jason Manion

    Oh, I totally agree about that. But as you said, it’s just not always possible to take a search and make it relevant to your product, even if it is the same word.

    And in that situation, the word purses never was used in the search terms, it would be searches like “sales on coach”, etc I was able to add those as phrase/exact match negatives, but it’s just frustrating when a keyword can mean two different things, and the wrong set of searchers clicks your ads too.

  • http://twitter.com/RankWatch RankWatch

    “There’s a lot of ambiguity in paid search…. that’s the negative.” That is what the negative key stuffing and the ad-cover have been providing. Most of the searches are done through the Broad matching and there the relevance of negative keyword becomes less.

  • http://pavelreva.com/ Pavel Reva

    There is one thing often overlooked when working with keywords in AdWords. By default plurals, misspellings and close variants are included for exact and phrase match options that are used in your AdGroups. But with Negative keywords there is different scenario. If you want to exclude keyword for ex., ‘mens’ you add it to negative keywords list. But if user will make mistake and type ‘mesn’, ‘mebs’ etc. then your Ad will be shown. So it’s extremely important to add all possible variations for negative keywords, especially those with high level of impressions. There is Keywords Toaster tool available in Chrome Webstore which allows to quickly and simply create exhaustive negative keywords list https://chrome.google.com/webstore/detail/keywords-toaster/ogppjpooagbgekafnpijhiiopgcgdalp

  • Spook SEO

    @Demian – well it depends on your campaign.