Join Date: Sep 2004
Location: San Diego
Negative Keyword Best Practices
Our negative keyword list is fairly small in comparison to the number of campaigns and keywords we have. We have been trying to focus on increasing our negative keyword lists to increase relevance. Unfortunately there are a couple issues we keep getting hung up on that perhaps some of you can shed some light on for us.
#1. Negative keywords are applied at the campaign level, so it becomes very difficult to apply highly focused negative keywords with campaigns that have a large number of adgroups. The alternative would be to create more campaigns however that would far exceed the Google campaign limits.
#2. The Search Query report seems to be useless in our case. Over 70% of the terms are reported as "Other Unique Queries".
What does get reported are the most obvious query terms.
Q. What best practices do you have for setting up your campaigns to properly isolate adgroups so you can use negative keywords effectively?
Q. What types of reports do you generate to create a more complete list of search query terms?
Q. What has been the biggest pitfall for you in using negative keywords?
Thanks for your input
PPC Campaign Manager
Join Date: Nov 2006
Location: London, UK
Re: Negative Keyword Best Practices
...depending on what negative match type you use. More info on that here... http://adwords.blogspot.com/2007/11/...s-more-on.html
#2. I agree the search query report could be better. It occasionally throws up some good keywords, but most show up as "other unique queries". Surely they could make this better!
You could use some sort of analytics, but this would obviously only show what keywords were used if people clicked on your ad, not if there was a search but no click.
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