If you lack this step in your advertising, you are wasting money!
Many new Google SEMers often encounter a problem when placing advertisements: too much junk traffic and too few conversions!
The reason is that there is no regular word rejection, which leads to a large amount of invalid traffic flowing into the advertisement during the delivery period.
The few companies that have adopted the keyword negation method have only negated a large number of long-tail keywords. This cannot effectively reduce junk traffic, and a large amount of funds are still wasted.
So, how do we correctly deny words and effectively avoid junk traffic?
First of all, we need to understand clearly what is the word "yes"?
Negative keywords are an industry abbreviation and are an indispensable feature in Google’s bidding promotion. They can effectively prevent corporate ads from appearing in search results that are not related to the business.
Keywords can be set in different matching modes, and the keyword trigger ranges of different matching modes are also different.
At this time, the keywords will match some search terms that are not related to the company's business. To reduce the occurrence of this situation, we need to regularly deny keywords and reduce spam traffic.
01. Negative word dimension
There are two dimensions of negative words: series and group. When you add a negative keyword to a series, the entire series will negate the keyword. Similarly, when you add a negative keyword to a group, the keyword will only be negated in the group.
02. Negative word type
There are three types of negative words in the background:
Broad Match
Phrase matching
Exact match
Broad match:
It means that if the search term contains a word of the negative keyword, the company's advertisement will not be displayed. For example, when we add the phrase-matched negative keyword "website building" to the promotion series [website building], when users search for "website creation cost", "website maker", "building services" and other words containing "website" or "building", they will not see the advertisement of the promotion series [website building].
Phrase match:
It means that if the search term and the negative keyword appear, the company's advertisement will not appear. For example, when we add the phrase-matched negative keyword "training" to the [website building] promotion series, when users search for "website construction training", "site training", "shenzhen jianzhan training" and other words containing "training", they will not see the advertisements of the [website building] promotion series.
Exact match:
It means that the search term must be exactly the same as the negative keyword in order for the company's ads to not appear. For example, when we add the exact match negative keyword "training" in the [website building] promotion series, when users search for "training", they will not see ads for the [website building] program. However, if users search for "website construction training", "site training", etc., they can still see our ads.
03. Negative word operation
For ads, you only need to go to ads-keywords-negative keywords-select the blue plus sign in the upper left corner-select a series or group-enter keywords-save, and then select the matching method.
04. Negative word principle
1. Correct Choice
Usually, we analyze the search word report, filter the search words, and pick out the search words that are not related to the business of the enterprise and reject them. When selecting search words, we need to analyze the data. Search words cannot be judged as spam traffic and rejected based on personal subjective consciousness. We need to analyze whether the search word has conversion, and then select and operate the rejection type.
Choose different negative keyword types according to different situations. For example, we are in the repair business, and the keyword is "Midea air conditioner repair", but when users search for "Midea air conditioner", our ads will be matched. If "Midea air conditioner" is added as a negative keyword, our ads will not appear when users search for "Midea air conditioner", but they will not appear when searching for "Midea air conditioner repair", which is not what we want. Therefore, we choose to add "Midea air conditioner" as an exact negative keyword, so that our ads will not appear when users search for "Midea air conditioner", but will appear when searching for "Midea air conditioner repair".
2. Streamlining
The number of negative words in an account is limited. We cannot set every irrelevant search word as a negative keyword, so we need to extract concise keywords or keywords from them and add them. Taking maintenance as an example, many searches for "Midea air conditioner physical store", "Gree air conditioner physical store", "Haier air conditioner physical store" and other words can be extracted and set as a negative keyword. You can even set "store" as a negative keyword to be more concise.
However, it is also necessary to analyze based on the account situation, and not to streamline for the sake of streamlining, which will result in a large reduction in traffic.
3. Prediction
There are two purposes for us to deny keywords: one is to deny existing invalid words; the other is to predict similar words and deny them according to the specific situation, and to deny in advance the search words that may appear in the future and are irrelevant to our business. This kind of prediction requires a certain understanding of the industry and a certain correct understanding of people's search habits. As long as you know how to predict, you can effectively avoid a large amount of junk traffic in the future.
Go to Foshan Yige | Google Overseas Experience Center to learn more about Google advertising or overseas promotion techniques.
Scan the QR code to receive overseas promotion and marketing solutions