Tips, thoughts and topics on marketing for small to medium-sized businesses in Michigan and
throughout the world. Contributions by Chris Slocumb, Casey Frushour, as well as other members of the Clarity Quest team.
If Facebook were a country, it would have the 4th largest population in the world. Your business is probably ignoring social media, but would you completely ignore an entire country as a target market?
Labels: facebook, social media
I'm usually a pretty positive person, but there is one instance when it pays to think negative and that is pay-per-click campaigns. Pay-per-click or sponsored search systems let you specify negative keywords at the adgroup or campaign level.
Just add negative keywords or phases to your ad group or campaign means and ads won't show for search queries containing that phrase. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.
An Example
If you are advertising on the phrase "computer networking" you probably don't want your ads to appear for "computer networking classes" or "computer networking jobs" unless you: a) offer a class, or b) are hiring. Thus you could place "classes" and "jobs" in your negative keyword list and solve the problem.
Labels: adwords, negative keywords, ppc, sponsored search
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