By: Adam Scott Riff, MediaWhiz GM of Search
You know the phrase “When life gives you lemons, make lemonade”? Well, in the world of PPC search, negative keywords make the perfect thirst quencher. By incorporating negative keywords into your pay-per-click campaign, you ensure that you don’t come up in searches for that term. Confused? Don’t worry.
Let’s say you were running a search campaign for Bank of America. They may fear that Bank of America financial crisis will appear in searches. Adding “financial crisis” as negative keywords will put an end to your search concerns. By going negative, you will generate relevant searches keeping your traffic on target. Qualified leads will save you money by preventing unwanted clicks. Negative keywords also protect your online image and the value of your brand. Save money, increase brand value, enhance online reputation; sometimes you have to go negative to be positive.