How to Use Negative Keywords in Your Auto Dealership’s PPC Campaigns
Using negative keywords effectively can increase the
efficiency of your PPC campaigns drastically. By doing so, Google will exclude
these search terms from the campaign, focusing only on the relevant keywords
that matter to your targeted audience.
Types
of Negative Keywords
There are three different types of negative
keywords based on match type.
- Exact Match
As the name suggests, exact match keywords allow
you to exclude the ad for exact keywords in the same order without any other
additional words. If the search contains one additional word or the keyword
phrase appears in a different order, then your ad will still be displayed.
- Phrase Match
Negative phrase match keywords allow you to determine if the PPC ad should show up if there are close variants to the exact keywords.
For instance, you can allow the ad to be displayed even if there is a
typo in the search phrase.
- Broad Match
This is the default negative type in Google’s PPC
campaigns. Google will display the PPC ad if the keyword is present anywhere
within the search query, including close variants and synonyms.
For better returns on investment (ROI), identify and
use negative keywords appropriately in your PPC campaigns.
1.
Identify the Negative Keywords
The negative keywords to exclude from your auto dealership PPC campaigns may include various categories like questions, random search that is irrelevant to your business, and more.
Make
sure to look into your search terms report to decide the right negative
keywords.
2.
Prepare Your Negative Keywords List
Once you go through the search term report, you will be able to come up with a set of keywords that can be considered negative.
You can use this list to exclude negative keywords in your PPC campaigns.
3. Apply Negative Keywords to Your PPC Campaigns
To protect your PPC campaign from wasted spending,
you have to apply them in your campaign. It can be applied as an exact, phrase,
or broad-match types.
Apart from match-types, your auto dealership has
to apply negative keywords based on agency, account, ad group, and campaign
level.
4:
Revisit Your PPC Campaigns
Your auto dealership PPC campaign set up may have
worked well earlier, but things keep changing in the market. New search
terms emerge, new data appears, and competitors change their PPC tactics.
Make it a point to regularly revisit, check, and
optimize your negative keywords.
For more information on using negative keywords in your auto dealership PPC campaigns, Contact Us.