When It Pays To Use Negative PPC Advertising

The words "Pay Per Click" with money signs and a computer mouse

One of the most important elements of any successful local Pay-Per-Click (PPC) marketing campaign is the appropriate use of negative keywords. Your ability to master the concept of negative keyword use will reduce irrelevant searches and wasteful spending.

To be clear, negative keywords are not words you use to “bash” your competition. Instead they are words used to make sure your PPC ads don’t appear where they shouldn’t. As defined by Google AdWords, a negative keyword is “a type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your advertisement to anyone who is searching for that phrase.”

For example, if you are located in Ohio, the word “Ohio,” as well as its abbreviation, “OH,” should be listed in your keyword list. In your negative keyword list, add every other state’s name and abbreviation. (Google Adwords allows you to add negative keywords on the Keywords tab by clicking “Negative Keywords” below the main title.)

Unfortunately, many fail to use this valuable tool. Separate yourself from the competition by mastering this technique. As a result you will increase your click through rate (CTR), reduce your average cost-per-click (CPC) and increase your return on investment (ROI).

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