Setting up a business may not be that daunting a task as trying to efficiently market it. When using pay-per-click tactics to market a website, there are certain dos and don’ts that need to be kept in mind. The pay per click (PPC) campaigns are basically designed to enhance the awareness of a particular product of a firm through keyword usage while the firm pays a certain proportion of each of the clicks it receives. A smart move for companies would be to strike off the underperforming keywords and hence minimize its costs.
Negative Keywords And PPC Campaigns
Including a negative keyword in a pay per click, an ad would help a company get rid of those pages excluded from its target market- the random clicks to the websites which occur once in a blue moon and may end up costing a fortune to the company. The use of negative keywords results in an enhanced return on investment, better conversion rates and accelerated sales leads.
Therefore, the overall impact of the negative keywords is extremely integral to the well-being of a business and should be handled very tactfully. It can become one of the sole reasons for the flourishing of a business or its failure for that matter.
Managing Negative Keywords- What Should Be Done
In order to secure high level sales through your target market, you should ensure that your ad campaigns are perfectly designed. For this, you should take the following points into consideration:
- Try to be specific and not general: Use keywords that are exclusively pertinent to your business with the result that people will see your website links to the first five websites when they type in that keyword. If, for example, you are marketing a wooden furniture business, try using a different keyword instead of the plain ‘wood’. Using wood would essentially entail that all those looking for anything at all made of wood which would thrust your website to an end; never to be seen.
- Take it slow: Keep a regularly updated list of negative keywords- people you DON’T want to target and keep evolving this list. This is perhaps the backbone of your business- you wouldn’t want to end up paying for a zero return on marketing, would you?
- Use search query reports: these reports would translate and elaborate on the words that carry little or no significance to your business. They give a practical implementation to the intuition-based keywords by identifying and highlighting the words that need more attention and those that need to be gotten rid of.
Apt management of negative keywords will not only finish off the irrelevant searches, it will also help in enhancing the click-through rate; thereby making your pay-per-click campaign worthwhile. Perhaps the biggest advantage of negative keyword management is that it can be attained at zero cost- it just needs a little more vigilance on the part of company managers and voila! You shall be able to emerge as a leading competitor in the market! So, be smart and let this negative correlation take you higher and higher!