Determining Keywords
Google AdWords is a great way to generate leads for your business online. In order to generate leads from search, you’ll need to develop an effective keyword strategy, which can be tricky. First, you’ll need to determine which keywords work best for your business and organize them into particular groups. The next step is to determine the negative keywords for your campaign. But wait, what are negative keywords?
Positive Keywords
When creating a list of keywords for Google AdWords you’re creating a list of words you want your advertisements to appear for. Another name for this type of keyword is positive keywords. A search for one of these words will trigger an AdWords auction for your advertisement. Win the auction, and your ad’s in the top of Google’s search results. Choosing the best positive keywords for your business is fairly easy, just by considering what problems you solve for your clients.
Negative Keywords
Negative words are essentially the opposite of positive keywords, meaning, they’re words that you don’t want your advertisements to appear for. Google AdWords defines negative keywords as “a type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also a negative match.”
Here’s an example. If you’re a company that sells pizza, you’d want to appear when someone searches for “pizza near me,” so that would be a positive keyword phrase for your business. However, you probably don’t want to give away free pizza, so you wouldn’t want to appear in searches for “free pizza near me.” Therefore, “free” is a negative keyword for your Google AdWords campaign (unless you’re giving pizza away).
