Chances are that if you’re reading this blog post right now, you’re at least familiar with the fundamentals of PPC. If not, check out this awesome blog post to get a basic understanding of Pay Per Click advertising.
In case you need a quick recap on how keywords play a role in PPC, I will cover that first. With Pay Per Click, the idea is to bid on keywords that are related to the products you are advertising. For example, if you are selling running shoes, you would bid on the keywords “running shoes” so that when someone searched those terms, your ad would show. I’m sure by now you’re thinking “if keywords are the way to get your ads to show, why on h*cken earth would I want to have negatives?”. Glad you asked.
You can only get so granular with your keywords, and it is inevitable that your ads will show for searches that aren’t related to what you are advertising. The problem with this is that it costs money to show your ads, so what do you do to prevent your ads from showing for these searches? This is where negatives come into play. Negative keywords are the keywords you add into your account that you don’t want your ads to show for. There are a few different ways to find negatives, and there are also a few different ways to exclude them, so let’s cover both.
When you are looking for negatives to exclude in your account, sometimes the terms you don’t want to show for will be obvious, but sometimes you will have to do a little research. One place to start is the Keyword Planner in Google. While usually the keyword planner is used to get search volume forecasts of keywords you might want to add to your account, you can also find searches that you don’t want to show for. For example, if you were bidding on the term “dentures” for a company in the dentistry industry, you would put that into the keyword planner and see the different terms that are being searched related to dentures.
Another way to find potential negatives is to do an SQR, or a Search Query Report. With this, you can see the actual things people are searching, and this will give you an insight into terms that you don’t want to show for.
Different Ways to Exclude
After you have found the terms that you want to exclude from your account, you have to decide how you want to exclude them. The first choice you have is which match type you want to exclude as. If you want to exclude just one term completely, you can exclude it as an exact match. If you want to exclude a term only in certain context, then you can exclude it as phrase match. If you want to exclude a certain term in any context with any combination of words, then you would choose broad match. Although you can create broad match negatives, it is best practice to keep your negatives tight and succinct. You wouldn’t want to create an exclusion that tanks traffic because of the broad connections associated with it.
The next choice you have is to either exclude the keyword at ad group level, campaign level, or by using a negative keyword list. Just like they sound, excluding at the ad group and campaign level is just that, excluding those terms from only certain ad groups and campaigns. With a negative keyword list, you are excluding these terms from the whole account, so they will never trigger your ad to show.
Now that you know how to find negatives, and also how to exclude them, let’s go through some best practices for using them.
- If you are running both brand and non-brand campaigns, you will want to have your branded terms as negatives in your non-brand campaign. This will make sure that your campaigns aren’t competing against each other and will force your branded terms to go to your branded campaign. This makes it easier to identify performance for both brand and non-brand.
- If you split your campaigns or ad groups up by match type, you will want to have your exact terms as negatives in your phrase or broad campaigns. For the same reasons as above, this will eliminate the chance of your terms competing with each other
Negatives can save you time and money, so make sure to implement them in your accounts!
B2B Marketing Trends That Are Set to Rule in 2022
The best trends in B2B marketing will help you stand out from the crowd in search engines. You can attract new leads and start increasing your sales. As a result, your ROI can start to improve in no time! It’s amazing that B2B marketing has gotten complicated over the past few years. The market is constantly evolving, new competitors appear. In addition, everyone wants to make a mark in their industry and become a leader.
Well-crafted, personalized content that targets your target audience will positively impact lead generation and conversion rates. Carefully promoting your brand on LinkedIn, Instagram, Facebook and other social media marketing is a smart move taken by brands around the world.
Marketers see great value in this tool as it gives us more information about our customers and their needs. Alexa and Google Home have both significantly increased the use of voice search. It is imperative to make sure your company is ready and has the tools it needs to compete successfully with other businesses using this cutting edge technology tool.
Explore Marketing Automation
Marketing automation automates and streamlines sales and marketing workflows and processes. The goal of using marketing automation is to avoid repetitive tasks, put them on autopilot, and focus on more important things.
For this to happen, you need to practice targeted and retention marketing. You can use actions such as email and advertising to maintain relationships with your existing customers. Your job doesn’t end on the day of the sale, it starts from here, and in order to build strong bonds with your customers, you need to practice marketing tactics that will help you retain them.
A stable customer base is always beneficial for a business because it covers the enormous costs, resources and time required to acquire new customers and build relationships.
Focus on the Buyer and the Customer Journey
Everything you do, every marketing campaign or content you produce, must benefit the buyer. It needs to be tailored to their concerns and needs so that you can start a conversation, build trust, and turn them into customers.
Further acquaintance with the customer requires you to go beyond the purchase and address pain points up to the neck. To sell to them, you need to gain trust, which is impossible without understanding them.
Google Ads New Conversion Goals, Tag Assistant Conversion Support & New Explanations
Google announced a few new Google Ads features aimed at helping you manage your conversions and drive performance. This includes new conversion goals, tag assistant support for conversion troubleshooting and new conversion value change explanations for Target ROAS and Maximize conversion value.
Conversion Goals in Google Ads
Google Ads now has “conversion goals” which is a new “way to optimize towards your objectives at the account or campaign level,” the company wrote. This will allow you to tell Google Ads which specific business goals your campaigns should optimize for. Google’s example was “let’s say you’re an online clothing retailer. Going forward, you can set a purchase as your account default goal so that all of your campaigns can optimize for that outcome. Within this purchase goal, you’ll also be able to define which specific conversion actions, such as “completed sale”, should be used for bidding. These controls give you the flexibility to optimize for what you care about while unlocking new bidding opportunities.”
Google said it will provide tips on how to improve your overall measurement setup. You will start to see your conversion actions grouped by these new conversion goals when you create new campaigns over the next few weeks. Your existing conversion, conversion optimization, and bidding settings will not be changed. This means that no action needs to be taken on your part, Google explained.
Tag Assistant Support for Conversion
Google added Tag Assistant support for conversion that will show you that your conversion tags are working as intended. This is a troubleshooter tool that will help you diagnose any issues with your conversion actions and if there is an error such as unverified conversion actions, inactive tags, or no recent conversions. Google said you will also be able to see, in real time, which conversion actions are properly being measured.
Here is what that looks like:
Google Ads will now show you explanations for Target ROAS and Maximize conversion value in your campaigns page for Google Search campaigns. With explanations, you can view the reason for any change in conversion value in a single click.
Here is a screenshot of how this one looks:
Here is a summary of these changes:
New Google Ads Conversion Goals:
“For example, the ‘Purchase’ conversion goal would automatically contain all conversion actions (from purchasing online on select websites to purchasing via select apps) that fall under the ‘Purchase’ category type.”#ppcchat https://t.co/blr1U1f1Df
— Greg Finn (@gregfinn) November 1, 2021
Forum discussion at Twitter.
Free AI Content Optimization Tool by MarketMuse
MarketMuse has released a new free version of its AI-powered content writing tool. This tool automates content creation so that teams can concentrate on content. It also provides insights to optimize content for publication rather than reworking it after it has been published.
AI Content Optimization and Planning
A muse can be defined as someone who inspires an artist and encourages them to create great work.
MarketMuse, an AI- and machine learning-based tool, is the rightly named. It provides support and foundation for content creation strategies from beginning to end.
MarketMuse provides tools to help you develop topics and content briefs. It also offers machine learning and AI-based insight, including topic analysis and search intention related insights.
Firsthand Experience with MarketMuse
MarketMuse’s free version is very similar to its paid counterpart. MarketMuse’s primary features are available in the free version. Scale is the most important difference between these primary features. The paid version allows you to focus on more questions.
I asked MarketMuse users for feedback. Here’s what they had to say:
Israel Gaudette is a full-time affiliate marketer who also founded the Link Tracker Pro rank trackinger. He shared his professional experience with MarketMuse.
“MarketMuse has been, for me, a game-changer, thanks to the quality of its data.
In 2020, Google made tremendous improvements to its algorithm and can now recognize better content quality and relevance of search queries to web pages.
This is where MarketMuse is really helpful because it helps you to discover all the important topics that you should mention for your target keyword, making your content the most valuable in terms of information provided.
In my opinion, MarketMuse is useful for every business that is doing content marketing.
Using MarketMuse, you can create in-depth content that is valued by readers and considered authoritative.
I used MarketMuse as an experiment on one of my sites, and my organic traffic grew by 400% in less than 6 months.”
Screenshot of Traffic Metrics Showing Increase After Using MarketMuse
“Now MarketMuse is part of my SOP (Standard Operating Procedure).”
MarketMuse provided this description of what to expect from it:
“Tell MarketMuse what you’d like to write about and it will do the research for you. Analyzing thousands of pages on that subject, it returns a list of semantically related topics to cover in your article.
It also provides a list of relevant questions that you should consider answering.
Plus it analyzes the content on your site and suggests appropriate internal links and anchor text, enabling you to create clusters of content with every piece you write.
MarketMuse’s patented AI solution analyzes thousands of pages on a given topic and uses its proprietary semantic analysis capabilities to show you what it means to write like an expert on a given topic.
The data in a MarketMuse topic model helps you identify must-have related topics and gaps in your competitors’ content so you can write authoritative, differentiated content.”
MarketMuse free version
MarketMuse’s free version was created for smaller websites. It has the same functionality as the paid version, but you can make more queries.
These are the primary applications of MarketMuse’s free version:
The free version allows users to submit 35 queries per month.
Our Free Package will allow you to increase the quality of selected articles every month by:
- They will answer the right questions
- Find the right links
- Before publication, covering the relevant topics.”
Do You Want to Try MarketMuse Free?
Some content optimization tools claim to optimize content, but they only provide a basic analysis of search results that includes statistical data about keywords used by the top-ranked websites. This is not machine learning. This is not artificial intelligence.
MarketMuse automates the content creation process using AI and machine learning developed by data scientists, computer engineers, and SEO experts.
MarketMuse is trusted and used by major organizations such as Discover and The Motley Fool.
It was impossible to imagine that content optimization could be free two years ago.
MarketMuse is worth a shot for small publishers.
It seems simple.
Roger Montti is a search marketer with 20 years experience.
I offer site audits and link building strategies.
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