Some PPC systems allow you to list keywords for which you do not wish your site
to be listed for. These keywords are known as Negative Keywords.
Imagine for example you have a web site about careers. If you list the
keyword careers then you will probably discover that the competition
for this keyword is very high and the bidding price is reflected in this. So that
this keyword will cost a high amount to be listed. By adding the keyword careers
to a Negative Keywords list you will prevent this occurring.
It will generally be better to use long tail keywords that link to a higher
targeted landing page that relates directly to those long tail keywords.
Some PPC sites also give a quality score this is said to reflect just how
accurately the keyword been bid on actually relates to that web site. This is
another reason to use Negative Keywords.
Advice: This is worthwhile. Using Negative Keywords to prevent listings for certain keyword will save you money on your
PPC budget and generally result in more targeted results that will increase
Conversion Rate and therefore improve your
Return On Investment.
You may consider
Split Testing with Negative Keywords as well as keywords you may wish to
use.
Using negative words to bid on or to try to gain visit is NOT recommended. Google may class such words as Spam, poor quality score or a way of trying to gain false visits.
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