All 2 entries tagged Negative Keywords

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July 24, 2012

What are the best tools to find Negative Keywords

Writing about web page http://www.linkedin.com/groupItem?view=&gid=37724&type=member&item=137325609&commentID=89072980&report.success=8ULbKyXO6NDvmoK7o030UNOYGZKrvdhBhypZ_w8EpQrrQI-BBjkmxwkEOwBjLE28YyDIxcyEO7_TA_giuRN#commentID_89072980

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 http://ubersuggest.org/ 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.


November 18, 2008

Are Google trialling 'Automatic Matching' of Keywords on their UK Adwords?

Writing about web page http://www.webpronews.com/tag/automatic-matching

Adwords Automatic MatchingLast weekend I was working on an Adwords account by searching on common negative keywords for a Gold Plating group by searching for ‘gold plated’. My client, Frost Electroplating, a ‘world class’ industrial and technical electroplater to the automotive and aerospace sectors, is looking for specialist volume plating not the domestic and giftware described as ‘plate’ or ‘gold plated’.

I was concerned when I found that two of the Frost Electroplating ads appeared as I searched for ‘gold plated’. One for ‘gold plating’ and even more unlikely a second for ‘gold electroplating’. I checked through the two groups concerned then searched their entire campaign to confirm that the word ‘plated’ was not added to any keyword list.

I hope that this was just a glitch with Google’s ‘broad match’ algorithm and I have explicitly added ‘plating’ to the negative keywords. This behaviour matches perfectly the Beta trial in the US of Adwords ‘Automatic Matching’ of Keywords. Here any spare budget is used up by bidding on keywords selected by Google’s increasingly sophisticated Keyword Suggestion tools.

Automatic Matching has been widely derided and the results for Google’s US beta clients has been poor. Even the example they used in their invitation email fails to inspire confidence.

I’m excited to tell you that you have been selected to participate in a beta for our new Automatic Matching feature which will be starting on February 28th.

Automatic Matching automatically extends your campaign’s reach by using surplus budget to serve your ads on relevant search queries that are not already triggered by your keyword lists. By analyzing the structure and content of your website and AdWords campaigns, we deliver more impressions and clicks while maintaining your current CTRs and CPCs.

For example, If you sold Adidas shoes on your website, Automatic Matching would automatically crawl your landing page and target your campaigns to queries such as: “shoes” “adidas” “athletic”, etc., and less obvious ones such as “slippers” that our system has determined will benefit you and likely lead to a conversion on your site.

Now in fact the Campaign in question did not have any spare budget and Google recommended an increase, now implemented so this should not have run. Neither has ‘automatic matching’ been announced in the UK. Even if this is a tweek to the ‘broad match’ algorithm this needs watching.

Do your own search on ‘automatic matching google’ to read the response in the US with headlines like ‘Automatic Matching Feeds Google Your Budget’ ‘Do not fall for this’ and ‘A Tax on Lazy SEO’.


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