How Negatives Can Be a Positive for your Conversion Rate

You've setup your search engine campaign and are readyto target your "oil change" services to a variety of consumer in your area. Afteradjusting the campaign settings for the proper geographic area, setting yourkeyword bids properly and performing plenty of keyword research, you think you're ready to go.

A few weeks later, you may be disappointedwith the conversion rate of your clicks to new service appointments. Animportant, but often overlooked, factor for search engine marketing is the importantof adding negative keywords to limit the types of search queries you ads display on.

Negative keywords are simply terms thatprevent your ads from showing on certain terms. The phrase match keyword "oil change",for example" could match to searches such as "oil change diy" or "free dealeroil change" which likely won't result in sales. By adding negative keywordssuch as "diy" and "free" you can ensure that your ads won't display on these terms.

Going even further, you can run ads on the exactmatch [oil change] to ensure complete matching of the exact search query withoutthe need to add additional phrase specifications.  A regular element ofkeyword research should involve reviewing your search queries for potential negative keywords.

You can review your search queriesthrough the Reports interface within Adwords, which can show you the types of phrasesyour ads are generating clicks for. Analytics packages can provide furtherinsight into these queries based upon the amount of time spend on the site (aswell as the "bounce rate" for users who don't navigate beyond the first page.) Addingnegative keywords on a regular basis can reduce your "bad" spend, allowing you to allocate search spend into the most effective areas.



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Posted under Web Marketing on September 30th, 2006 |

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About the author
Colin Receveur is a nationally recognized speaker, author, and dental web marketing expert who has pioneered the way dentists market themselves online for the past decade. Since incorporating in 2001, Colin has established a rock solid track record with his dentist clients and turned SmartBox into a stalwart of proven results for hundreds of dental practices.