Are You Including Negatives in Your PPC Campaigns

Negative keywords are keywords added at the ad group, campaign, or account level that dictate which search terms will prevent your ads from displaying on. This is essential if you have keywords set on broad match. Since broad matched keywords allow you to show up on keywords search engine's deem similar to one another, your ads could be showing on keywords that will potentially drive unqualified traffic. For example, if you own a women's apparel website and your keywords are set to broad match, you should add "mens" to your negative keyword list. To get an idea of the exact keywords your ads are displaying on, run a "Keyword Placement Report" in Google, Yahoo, or MSN. Work with your search team to ensure you have carefully appointed the right negatives keywords to your campaigns.