Improve Keyword Efficiency – Google Best Practices



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Negative keywords can help improve the efficiency of your account in AdWords. Learn two ways to find negative keywords that can help you save time and money. Find out more at g.co/GoogleBP.

00:06
Hello the Internet, and welcome to today’s video about improving keyword efficiency. My name is Sean Quadlin, I’m a product market manager here at Google for SEM best practices.

00:15
Now, negative keywords can be very important to your account, because while something may be relevant to your business, for whatever reason, it may not be performing.

So if you want your performance to get even better, you can add negative keywords to remove queries that aren’t delivering the return that you want from your AdWords traffic.

00:30
So there a couple different ways to find great negative keywords for your account, we’re going to walk through them in this video.

00:35
So the first one is in the search terms report in your account, which you can find on the Keywords tab. The search terms report is going to show you the specific queries that people are searching for on Google, and how they’re matching up to your keywords in your account. You can see the performance metrics associate with each of these queries, which can be really great.

00:53
One thing to do is to look for terms that are driving a lot of clicks, or a lot of spend in your account, that are driving a lot of traffic, but for whatever reason, aren’t driving the return that you want.

01:01
You can add these in negative keywords to improve your account’s performance. So sort your columns by either clicks or by spend, and see what’s going to drive what’s really important for your account.

01:16
If you find terms that are doing well, but could do even better, you can actually add those queries as their own keywords, maybe as an exact match type. That way, you can have more specific ad text and also a very specific bid for those terms to make the performance that much more efficient.

01:32
Before you even launch your keywords, you can also look for negatives in the keyword planner. Now the system is going to suggest what Google considers relevant to your keywords, but you can know just, based on what you know about your business, if that term isn’t going to be a good one for you.

01:46
So before you even push that that keyword live, you can have a good set of negative keywords to save some money and some efficiency for your account, when you just know that there isn’t going to be a return that you’re looking for.

01:57
So just make it a part of your planning, that every time a you add a new keyword, cycle through the keyword planner and see if you can get some better negative keywords before you even launch.

02:07
And when doing both of these activities, there can be a whole lot of information. So just sort your columns, look for things that are pretty high impact, so you can have great negative keywords
without having to read every single query, or every single suggested keywords to you in your course of planning.

Look for that high impact stuff and save some of your own time.

02:24
I’m Sean Quadlin, thanks for listening to this video. Please check out the rest of our videos on keyword best practices:

Grow the Reach of Your Keywords: http://youtu.be/d–_7-hqR8U
Classify Your Brand and Generic Keywords: http://youtu.be/BcreXrDi0WM
Choose the Right Keywords: http://youtu.be/HJDq8yApX58

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