In a high volume world, actively managing negative keywords is a strategy that can have a huge impact on increasing conversions and lowering costs. Perhaps more importantly, the proper implementation of negative keywords, by eliminating dubious clicks, improves overall quality scores and traffic. Learn how to use Keyword Opportunities to find the best negative keywords, how to use match-type silos for high volume keywords and understand the negative match type differences between Bing and Google.

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Sahil Jain, CEO and Co-Founder of AdStage
Using Negative Keywords To
Amplify Positive Results

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About me
Co-founder and CEO of AdStage
• Co-founded first company, YC & SV Angel backed Trigger.io at 20.
• Dropped out of UC Berkeley to join AOL Corp Dev. at 19.
• Dropped out of High School to join Yahoo! Mobile at 17 and worked
in the professional video game industry before that
Sahil
Jain

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About AdStage
>>
AdStage integrates multiple ad networks and gives you
one place to create, manage and optimize campaigns.

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§ The power of negative keyword targeting
§ Advanced strategies for negative keyword
targeting
§ Using the Google Keyword Planner
§ Deploying match-type silos
§ Negative keywords on Google vs. Bing
§ Exclusions expanding into social
Agenda

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The Power of
Negative Keyword Targeting

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Why you need negative keywords
Increased
Relevancy
Improved
CTR + QS
Lower
CPCs> >

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A strategy you may already use

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The problem with this, it’s not proactive

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Keyword Planner Tool
Advanced Strategies for
Negative Keyword Targeting

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Use the Google Keyword Planner

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With reverse psychology

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Match-Type Silos
Advanced Strategies for
Negative Keyword Targeting

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Negative match types
Broad “Phrase” [Exact]

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If you’re targeting all three match types
Ad Group Keyword targeting Ad may appear for
Broad group black shoes black shoes
Phrase group ”black shoes” black shoes
Exact group [black shoes] black shoes

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Why match-type silos
Guarantees proper
ad serving based on
user query
Test targeting to
allocate budgets at
the ad group level

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How to implement match-type silos
Ad Group Keyword targeting Negative keyword targeting
Broad group black shoes -“black shoes”
Phrase group “black shoes” -[black shoes]
Exact group [black shoes]

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As a result
Ads will be served
for the proper
queries
Reporting for the
various match types
will be more precise

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Negative Keywords on Google vs. Bing
Advanced Strategies for
Negative Keyword Targeting

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Google’s negative match types
Broad “Phrase” [Exact]

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On Google: Watch out for plurals
Negative Keyword Match Ads may show on searches for Ads won’t show on searches for
-company
internet companies
internet saas companies
internet company
internet saas company
-“internet company”
internet companies
internet saas company
saas internet company
internet company for saas
-[internet company]
internet companies
saas internet company
internet company
Internet company

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Bing’s negative match types
Broad “Phrase” [Exact]

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On Bing: Watch out for negatives with > 1 word
Network Negative Keyword Match Ads won’t show on searches for
Google -online degrees
online degrees
degrees online
science degrees online
Bing -“online degrees” online degrees
Bing -“degrees online”
degrees online
science degrees online

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Exclusion targeting
Negative Keywords Expanding
into Social Advertising

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Exclusion targeting expanding to social
LinkedIn
Exclusion
Targeting
Twitter
Negative
Keyword
Targeting
Facebook
Exclusion
Targeting

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On LinkedIn Ads

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On Twitter Ads

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On Facebook Ads

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Negative or Exclusion Targeting
QUESTIONS?

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THANK YOU!
SEE YOU @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016