Find Irrelevant Traffic Before It Finds You

One thing we do regularly for our clients is run search query reports from Adwords and MSN, pull all queries that are resulting in unqualified impressions or clicks, and add those in as negatives.

Doing this can really help narrow down your keyword list and prevent unqualified traffic from seeing your ad and not clicking – which prevents your impressions from skyrocketing and therefore lowering your click-through rate. But negatives also can prevent people from clicking on your ads, costing you money and lowering your conversion rates.

However, if you’re only relying on the search query reports you’re really only being reactive in preventing your ad from being shown and clicked on by irrelevant traffic.

Before you even start a PPC account, you should be running basic keyword research reports to find potential keywords that could cause irrelevant traffic from seeing your ads and/or clicking on them before it even happens.  This is a more proactive approach in keeping unqualified traffic out and therefore increasing click-through rates and Quality Scores. For example, you could be doing PPC keyword research on ‘vacation in Paris’ but find keywords that have search volume for, ‘weddings in paris’, or ‘paris movies’. At this point you would want to add in ‘weddings’ and ‘movies’ to you negative keyword list to weed out that irrelevant/unqualified traffic.

You can run keyword research reports in Google, Yahoo, MSN and several other free keyword tools to find potential negatives.

Every PPC firm should have an on-going list of potential generic negatives that could be used across all of their accounts. Some of these terms can include:












And much, much more.  **Note that some of these generic keywords may be relevant to your business.

Really, the search query reports are for finding negatives that you miss from your initial keyword research. Get in the mind of searchers and find those negatives before they find you!

Our Attendees Have Spoken - Why You Can't Miss London

At Hero Conf London, 23-25 October, we've created a schedule that can be tailored to any PPC role. In-depth, actionable sessions for the PPC Specialist and high-level strategies and tactics for the Marketing Manager looking to generate new opportunities. 

Adding Facebook Ad Block Lists

Get tips on how to add a Facebook ad placement block list and start blocking your ads from appearing on certain websites.

Optimizing Display Advertising in an Omni-Channel World

We’re teaming up with DialogTech to tell you all about display tactics you can put in place for conversion success, both online and over the phone. DialogTech’s Blair Symes and Hanapin’s Stephanie White will show you the advanced strategies that will have a big impact...