Question: How do you see if your ad was successful? Conversion?
Question: Isnt it a vicious circle? Everyone uses the keyword tool and they bid on the higher value ($) searches. This would only increase the price further and the cicle repeats itself.
Question: If a bid is low on a specific keyword, would it be a good idea to bid on it to get cheap traffic?
Question: instead of entering negative keywords, cannot you just suspend the ad?
Answer: Those are some as well as philosophical issues. First, in terms of success, yes the ultimate success for you as an advertiser is the conversion. Did the person REGISTER? Make a PURCHASE? That is your ultimate value vs. Google’s, which is really interested in clicks.
In terms of the vicious circle, I guess you could see it that way. Google sees itself as an auctioneer running an auction, if there is ‘inflation,’ then that just means that yes the bids are getting more competitive. But as an individual busines, there isn’t much you can do about that, other than try to play the game better than competitors – better keyword choices, better quality scores, better landing pages, and better conversions!
As for negative keywords, they are an important part of the game. Think of them as STOP WORDS. In the example of CRM SOFTWARE, if the user inputs the word FREE, then he isn’t a very good prospect as that indicates he is looking for FREE software vs. business software for sale. You wouldn’t want to suspend the ad, entirely, however. As there are other possible searches such as BUSINESS CRM SOFTWARE.
So negative keywords are part of your arsenal to tighten up your campaign vs. Google. Identify any STOP words that are clearly NOT your customers, and ad them to your list as NEGATIVE keywords.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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