If you are not using a PPC company to manage your pay per click activity then you are probably not using negative keywords within your campaign.

What is a negative keyword?

A negative keyword is a word that you do not want your adverts to appear against. For example if you sell tickets to events you do not want your ad appearing when someone searches for “free tickets” so you would ad free as a negative keyword.

By using negative keywords you can improve your click through rate and further qualify the traffic that reaches your site. By preventing your ad from showing when people search for loosely related terms will improve your click through rate which will in turn lead to an improved quality score from Google.

You should regularly update your negative keywords by running reports to see if your ad appears for terms that never produce any clicks or conversions. You will be very surprised at some of the searches that your ad appears for if you do not use any negative keywords or match types.

What are match types?

Match types are used to control whether you ad appears for the exact phrase you are bidding on, or whether it is your phrase plus some other keywords. For example if you bid on “latest LCD TV” and set the match type to broad your advert will also appear when someone searches “latest LCD TV reviews”. The second search query is not desirable as the searcher is probably at the research stage of their purchase and would be unlikely to purchase from you if they land on your site.

Another good way to improve ppc click through rate is to make your ad groups small and very targeted, with your ad copy closely matching the keywords from your ppc campaign. Many people new to PPC advertising create large loosely linked ad groups for ease. If you work with a PPC company you will find they tend to break down your ad groups over time to improve the click through rate which ultimately results in a return on investment.

If you are looking for a PPC company to improve your PPC click through rates talk to BDR London.