Negative Keywords and PPC

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This is a transcript from our 139th Internet Marketing Podcast(3rd page).

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Negative Keywords and PPC

Charles: Definitely. After we do that, we go in and figure out what sort of page search is needed, if they need remarketing or if they need regular pay-per-click. If they are a social company, they may need Facebook ads and things like that. That helps us determine what the overall budget should be and how we can tweak that budget to make sure it works.


Charles: After we can determine all of that, we go back into the basics – keyword research. Always start there. Figure out which keywords you need. Develop as many as possible. Tag them with the locations.

Chris: I’ve got to stop here. They say that in real estate, it’s ‘location, location, location.’

Charles: Yes.

Chris: We always say in internet marketing: it’s keywords, keywords, keywords.

Charles: Definitely. You have to do that. One of the things that I’ll give you is this tip. One of the things the people tend to leave out when they do keyword research is they don’t take the time to do negative keyword research.

Chris: Oh, yes.

Charles: When we take over a pay-per-click campaign for someone, I’ll notice they may not have any negatives or they’ll only have two or three. So I can quickly go in and just look at Google Analytics and see what kind of traffic is coming to them and realize that some of the traffic use the wrong words. So I go and add those words to the negative list.

I would suggest that you do you negative keyword research or while you’re doing your regular keyword research. You’ll get those same words at the same time.

Chris: Do them as thoroughly because they really both require a lot of attention.

Charles: They require a lot of attention which is why at E-Webstyle, I’ll go in at least daily and check spend, make sure it’s spending right. I’ll make sure nothing’s going haywire with your budget. At last twice a week, I’ll go in and add negatives or tweak ad groups or remove keywords that don’t perform at all, increase the budget on words that are performing very well, and make adjustments. In that way, we earn that 15% and at the end of the day, the client can see some results.

After the keyword research, we get into what I call ad creation. Ad creation really happens once we determine where these ads are going to go. If we determine that you’re doing display ads and remarketing, then I’ll give our graphic designer the CTAs and a copy of the ad text and he’ll whip up horizontal ads, square ads, banner ads that have the same look and feel as the website. The ads will also be used on that landing page so in that way, when they click the display ad, they land on the page that has the same graphic or a similar graphic but definitely includes the same offer. In that way, you won’t lose the client and they won’t think that they landed on the wrong page.

Ad creation also includes the text ads, the typical Google ads with 25 characters in your title – 35 in your first line and 35 on your second line. Take advantage of that. Speaking of those ads, this is a great time to do some advance stuff. We determine if we should use what Google calls DKI, for example. That’s Dynamic Keyword Insertion. We make sure that the words you searched will show up in the title. It will be bolded throughout. You can put this in the title. You can put it in the description or wherever you really want it to show. Do some advance techniques because most people who do PPC should know this stuff but that’s a stage that we tend to implement that at.

Once we create the ads, we go onto budget. One thing we try to do here is we’ll max out on Bing first. Until the table has turned and Bing becomes more expensive than Google, we’ll continue to max out on Bing first because at the end of the day, a click is a click.

Chris: If somebody goes to Bing or somebody goes to Google and they type a keyword that you would like to be found for, you don’t care that they were on Bing or Google. You do care, though, that Bing is cheaper.

Charles: Definitely. The click that’s $5 in Google is probably $1.80 in Bing or less. So we’ll definitely max out on Bing as much as we can and then the remaining budget which usually averages 30%. That 30% of traffic and the clicks we can get from Bing is usually maxed out and we take the remainder of 70% and manage it effectively in Google.

It also depends on how we’ve managed that budget, right? Depending on the industry, we may pour it all in and gradually decrease it after we see what kind of clicks come in, after we see how it’s performing. We may also start off low and gradually increase it once we see that it’s spending too fast or it’s not spending fast enough. We take all of that data, note-take it and report it so that we can refer back to the client to make sure that we’re managing your budget to the best of our ability.

We’ll complete the basics. We’re talking about budgeting. Google has what they call Quality Score – the better your quality score, the lower your ads; the higher your placement, the better your CTR. There are several ways we could do this.


Charles: I won’t go into too much information about that but we do cover the basics: make sure that the landing page is consistent with the ad group, make sure that the content on that landing page is consistent with the ad text. In that way, Google will say, “Okay, this ad group is landing on the right page and the content on that page is definitely related to the ad.”

From a client’s perspective, that’ll likely get you a conversion which would increase your CTR.

Chris: Continuity.

Charles: Definitely. From Google’s perspective, they like the conversion and that’ll increase your Quality Score. So they’re saying, “Click that.” What’s costing $5 over time may cost you $4.75 or $4.50 or $4.25 because you’re providing a great experience to the Google user.

Lastly, I’ll say review it. Constantly review it. The last thing you want to you on a page search campaign is sit there and forget it because at the end of the day, it’ll spend and it’ll keep spending and your client probably won’t notice it but you’re not really making the best of the budget. You have to go in constantly and check the budget and negative phrase, tweak the terms, and test new ad groups. We tend to do two or three ads, frankly, per ad group. In that way, we could let them rotate and compare them with each other. If three ads get shown 100 times apiece and one has a significantly higher CTR…

Chris: Clickthrough rate.

Charles: …yes, clickthrough rate. That’s the one we go with. Then I’ll make that one a primary, get rid of the other two and maybe even come up with some spin-offs of the primary and then test those. In that way we can constantly improve on CTR and the ranking.

Chris: There are three things that we’re constantly focusing on. First, it’s the keywords, then the text ads or graphic ads and then the landing page to make sure that you’ve got continuity through all of those. Whatever the client searches, they see in the ad text and whatever they see in the ad text, they see on the page that they land on. We’ve all clicked pay-per-click ads where I thought I was looking for an air-conditioning unit and it showed me a refrigeration page or something.

Charles: Yes.

Chris: So that results in a bounce. That’s just wasted dollars for that particular client.

Charles: You may send an ad to a homepage and while you do AC repair, your homepage says AC repair, refrigerator repair, washer and dryer repair and you’re creating additional clicks and really wasted time for the user. They search ‘AC repairs’ and it doesn’t land them on AC repairs. To take it a step deeper, if they searched ‘AC repair with a free service call’, then we land them on a page that says ‘free service call with your AC repair’…

Chris: Right.

Charles: Continuity.

Chris: ‘And fill out this form. So if you want to have a good call to action (CTA), you fill out this form or give us a call immediately and we’ll get you set up.’

Charles: In a nutshell, that’s E-Webstyle. That’s how we start off managing a page search campaign and those are just the basics. We really dig deep. We could have talked about match types and things like that but we’ll talk about that another time.

Chris: Thank you, guys, for visiting our pay-per-click page.

That was our little segment that we’re actually going to throw on our website. Thank you, guys out there, for listening to our podcast. Do we have anything else? Is there any blank stare?

Charles: No, no blank stare today. No blank stare today. I was going to talk about how Android shares went up. Their users went up and Apple’s actually went down.

Chris: Oh, wow.

Charles: That was almost expected.

Chris: With how many devices are holding the Android operating system on it.

Charles: Definitely.

Chris: So you have been listening to the most popular SEO podcast on iTunes. This was podcast #139. Remember, do us a very small favor. Go onto iTunes. Create an account. Submit a review and then send us an e-mail so that we can actually give you a ‘punch in the face’. We’ve got a lot of reviews coming in. We really appreciate it. Our fans are just awesome. We’re getting more and more engagements. You guys are out there tweeting. Remember, if you can tweet right now, #podcast…

Charles: #seopodcast139.

Chris: That’s right.

Charles: Yes, give him the buzz or something. Let me do this real quick. For our fans and people who follow us and stay in tune with what E-Webstyle is doing, do me the big favor. DM and e-mail address through Twitter or send us a message through Facebook or e-mail us at because we’re about to go through a whole website redesign of E-Webstyle.


Chris: In the video, we did what no other internet marketing company would probably ever do. We released a podcast where we did an analysis and it’s pretty cutthroat. It’s probably one of the most cutthroat analyses that we’ve done of our own website. Check that out. We’ll be posting that on Facebook here shortly. Then we’ll be coming out with some designs. We’d like to get feedback from you guys.

Charles: That’s why I want those e-mail addresses. Once the new design mock-ups are done, I’ll send it to you and get your opinion on it and we’ll take it from there.

Chris: All right. Thank you, guys, for tuning in to the most popular SEO podcast on iTunes. Until the next podcast, my name is Chris Burress.

Charles: Charles Lewis.

Chris: Bye-bye for now.


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Author: eweb-admin