How to reduce PPC (pay-per-click) by 30% in 20 minutes

Published on December 17, 2009

How to reduce PPC (pay-per-click) by 30% in 20 minutes

    Hello again! Today I want to talk about buying traffic to your portal. I do not have fundamental knowledge in the field of SEO, but I allowed myself to publish an article on this topic, because it seems to me that could benefit people, especially the directors and SEO specialists of start-up projects. And for a start-up director with a limited budget, this trick can be very useful, because it saves money, while preserving the results of the PPC campaign. You can use it yourself, or transfer this information to your SEO specialist (if any) so that he can successfully apply this method. I got to know him during the intensive work on my last start-up project (the idea, of course, is not mine, but I had to deal with key filtering, so I know how it works).

    This information has so far been considered a little secret, but get me right. There is nothing "super duper secret" in this trick. In fact, Google itself recommends using it. But the fact is that no one does this!


    Well, let's start ...
    In the "trick" you need to use the so-called negative keywords (stop words). Negative keywords are words, after typing which your ad will NOT be displayed in the search engine. One of the most common words is "free." If you sell something that could theoretically be free using “free” as a stop word, you can prevent your ads from showing when users are looking for something free. For example, if you sell any software, and NOT for free.
    The question is: how to make an ideal list of negative keywords? There are two main actions:

    1. Use the Keyword Tool in Google.
    Select your keywords using this Google tool and flag potential negative keywords. Let's say you offer free reviews. Here is an example list of words that I would add to the negative keywords segment for a portal offering free reviews:
    image

    Obviously, I don’t need the words: newspaper, review, market review, price review or 5800 review (of which I have no idea, despite the fact that there are more than 6000 requests for it запросов).
    As you can imagine, this is just the first page of keyword ideas. You can find thousands of other negative keywords if you keep scrolling for variations of your main keyword.
    Perhaps you are thinking: “If someone wants to find reviews of local companies, and he comes across a“ price review ”, why would he click on the latter? The answer is: most people click first, and then think. And it costs you money.

    2. Use AdWords Reports on Google
    From your profile on AdWords, go to Reports> Create Report. Then select Query Performance Report:
    Select a date range and view keywords for your entire campaign.
    This report will show you the actual terms that people are looking for.
    Most advertisers use the broad match option, which means they trust Google to decide whether a search query is relevant to one of their keywords.
    But, looking at the report you created using Google AdWords, you will see ACTUAL search terms that trigger your ads, and transfer budget-harmful words to the list of negative keywords.
    If this is your first time doing it, instead of 20 minutes it may take a couple of hours, but most likely it will be your most useful two hours.
    I am waiting for comments,
    Taisiya

    update on the comments:
    I repeat, I do not pretend to any professionalism and the proud name of an SEO specialist; I wrote an article to share my knowledge in this regard, but what if this information is useful to someone ...
    Those who wrote comments are right in the sense that the technique I described has nothing to do with SEO, since this is a PPC campaign, which, as it turned out, does not apply to SEO. Well, this proves my words that I’m not a professional in SEO, and the article is intended more for marketing specialists, to which I refer myself ...