"Most of the time, when people think about keywords, they always zero in on what they want to target," said Cane. "They focus on the keywords and keyphrases they think are likeliest to bring interested leads to their site, likeliest to lead to conversions. In my experience, they don't often consider what they don't want their brand associated with, which is just as important."

Negative keywords can either be added at the campaign level or targeted at specific ad groups. They are, says Cane, actually relatively easy to understand and incorporate. While researching your keywords, simply think about what you don't want to target.

"These might be keywords that would cheapen your brand," said Cane. "They may also be common search terms or phrases used by people you know wouldn't be interested in your organization. Finally, they might be keywords associated with a different ad campaign, and you want to keep it separate from your current one."

The most important advice, according to Cane, is not to overdo it with negative keywords. Your keyword list should regularly and consistently expand based on available data, but you also don't want to flood your campaign with too many. Focus on those you know you need to target and build out from there.

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Source: PRWeb
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