All entries for Tuesday 24 July 2012

July 24, 2012

What are the best tools to find Negative Keywords

Writing about web page

Amol PomaineOn Linked In Amol Pomane asked what were the best Free tools to find negatives?
I made two replies and thought that I should add these here to capture this dramatic example.

He expanded his question asking:
I use mostly tool for negative as they provide google suggestion and from that most of negatives can be extracted ,Which tools do you use ?

I replied:

I checked out your tool but I prefer to see search volume data to help target the most effective first.

I use Market Samurai which downloads the max. 800 terms from Google’s data.
Then you can add words into an exclude list that can be exported as a negative keywords list. Finally you can add positive filters to split out focused Ad group keywords to export.

Amol followed up from twitter:

Are there any some methods that you use to find out negatives effectively #ppc

I know that there are semantic search algorithms out there but the problem is that you have to select the contexts for a word that are positive or negative.

My client was bidding on ashes for their memorial jewellery products with cremated ashes. This is an area that splits people into love the idea or hate it but they were winning on Adwords. I was called in one summer when their campaign was failing.

The Ashes UrnTheir problem was the arrival of the Australian cricket team to play an Ashes Test tour in England. So -grounds, -tickets etc generated over 100 negatives.
When the first game started I checked on the progress and then immediately added: -‘ball by ball”, -scorecard etc. for another 50 or so. The next year in Australia the travel terms were added; -package, -flights, -hotels etc.

This was the most traumatic Ad Group as it also had to deal with the Icelandic Volcano Ash Cloud that generated another 100 or so negative keywords!
Then another keyword group with ‘memorial’ terms was hit by global web sunami that was triggered the death of Michael Jackson.

You could try seeding for ‘the Ashes” to pick out many negative keywords except that many people will drop the word ‘the’ when the second word will place the search clearly into cricketing context such as “Botham’s ashes”, “ashes regained” or “ashes live”.

These UK English terms might also apply in Australia & the Caribbean but not in the US.
This is why my website is subtitled Adwords Marketing with the UK English Voice. Always employ PPC experts who speak the local language and dialect that your campaign is targeting.

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