29 Mar '13, 9pm

The Positive Negative: How to Use Negative Keywords to Save on Spend.

The Positive Negative: How to Use Negative Keywords to Save on Spend.

For a campaign negative example, let’s say Crack Climbers Co. has a branded campaign and a climbing equipment campaign. Because the company name has “climbers” in it, a broad match branded keyword could show for a query like “climbers harness”. You might think, “Hey, my bids are lower in that campaign, so not a big deal if I show there”. Wrong. Just because you are bidding less does not mean the click will cost less (check your avg. CPC’s column in the search query report). Your bid and quality score get you into the auction, and because you bid $2.00 does not mean you pay $2.00. The $2.00 bid x your quality score will determine your ad rank. Quality Score is based on Google or Bing determining if your ad is relevant to the user’s query. So, if a user searched “climbers harness” and the branded ad copy shows, you would want to add [climbers harness] as an exact match negat...

Full article: http://www.seerinteractive.com/blog/the-positive-negative...

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