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!
How is the Blockchain Shaping the Digital Marketing Automation Tools?
It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?
What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.
The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.
The Blockchain Is Creating a New World
The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.
The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).
Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).
How Digital Marketing Automation Tools Work
Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.
For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.
Prepare for the Future of the Blockchain Marketing
As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.
Below are some of the ways that marketers can benefit from using blockchain:
- Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
- Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!
Secure Digital Marketing Tool Designed on Blockchain
A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.
It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.
In general, blockchain offers marketers several benefits:
- It allows for better data sharing and storage than traditional databases
- It offers enhanced security features because there is no single point of failure
- It can help companies boost productivity by integrating both humans and machines
Blockchain Protocol That Ensures Safety, Security
Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.
Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.
This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!
By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.
It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.
The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!
Digital Technology Is Changing Everything
You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.
Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.
As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.
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