By Mark Browner
Feb 17, 2011
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One aspect of PPC management that many people forget to do is Negative Sculpting. It is extremely important to add negatives to your account. If you don’t, you are going to get a lot of impressions and clicks from search queries that are not relevant to your product or service.
Why Negative Sculpt?
There are 2 different ways to Negative Sculpt. I strongly suggest doing both in order to have the most relevant PPC campaign possible.
Adding Negatives to All Campaigns:
Make a list of all the words, terms and phrases that are not relevant to your campaign. This list should include anything and everything that will be bring in traffic to your site that is not appropriate. For example, if you sell a product that is high end and somewhat costly you should add account level negatives for words such as -cheap, -free, and -low cost. There are several different ways to compile this list of possible negatives:
When conducting these searches, you will want to take note of all possible negatives. Once you have done this research you want make all of the irrelevant terms into negative keywords throughout the whole account. The easiest way to do this is to use AdWords Editor and add the negatives to all Campaigns throughout the account at one time. Refer to Search Mojo’s quick webinar, AdWords Editor 101, to learn how to make multiple keyword changes.
Adding Current Keywords as Negative Keywords to All Other Campaigns and Ad Groups:
This involves taking all of the keywords from one ad group and making them phrase match or exact match negative keywords for all other ad groups within that campaign. You also want to make all keywords from one campaign phrase or exact match negatives in all of the other campaigns. This is done because, if your campaigns contain broad matched keywords, search queries will inevitably come through less relevant keywords. This forces AdWords to funnel search queries to the most appropriate and relevant ad groups thereby matching search queries with the best ad copy.