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Successful PPC Management sometimes begins with a negative. That is…a “negative match.” When you are setting up your Google AdWords campaigns it is sometimes just as crucial to find “bad” keywords as it is to find “good” ones. Allow me explain with a story.

I looked around online and did what most animal-loving human beings would do and typed “hip issues for dogs” into Google.

So next, I typed “doggie wheelchair” into Google. You can imagine my surprise when I found ten PPC adverts gazing at me advertising doggie wheelchairs…or so I assumed. They were in truth advertising human wheelchairs.

So what does that matter, you can ask? As long as someone does not click the ad, they do not have to pay…right? WRONG! First off, I must admit that I am like plenty of surfers and am click-happy. Sure enough, I cost some poor multi-million dollar company some greenbacks when I clicked on their ad for a product I did not want or need.

Well, I must admit that I felt like “punishing” them for being so dumb by clicking on their ad for human wheelchairs, but I knew they had already received punishment enough because I knew that Google was penalizing them with a lower CTR and that leads to a higher ad cost in the long game. CTR stand for “click-through rate.” You see, even though I did not click on their ad, they paid. They paid in the form of higher ad costs down the road.

So why did they need to pay when someone did NOT click their ad and how does this have effects on your business? We could imagine you are an attorney and you bid on the keyword phrase “attorney”. Now someone comes along and searches for “free attorney”? If your search shows up, then you will get the click…ouch…unless you are free, but I highly doubt it. Or what if a highschool student is doing a research paper on a legal subject and types in “articles about attorneys”.

What if neither of the two examples basically clicks on your ad? Shall we say that no-one is as click-happy as I am, does it still cost your money? You bet it does! Google is keeping score of your CTR and “rewards” you for getting more clicks. Yes, you may be chuffed the freebie-seeker and the high-school student failed to click your ad, but by not clicking your ad they hurt your overall CTR and in the midst helped to raise your rate.

To solve this problem and better profit with Google AdWords you you should know how to put “negative matches” in your AdWords campaign. You would definitely want to tell Google that if a searcher includes “free” or “articles” then NOT to incorporate your company in the search results. Before launching a Google pay per click campaign, you need to take the effort to learn how to use the product and how to do proper research – not only for good keywords, but for the “bad” ones as well. If you can’t find the time, then hire someone that knows how to control a successful Google AdWords campaign for you.

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