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Negative Keywords with Brad Geddes: Best Practices for PPC Digital Advertising
PPC Best Practices for Using Negative Keywords
Use of negative keywords in PPC campaigns can reduce irrelevant ad impressions, improve CTR, improve quality score, and improve conversion rates – all without increasing costs. Misuse them, and negative keywords can hurt a campaign and block relevant traffic. Author expert Brad Geddes visited with OMCP to lay out the core practices of using negative keywords.
The OMCP Online Marketing Best Practices Podcast is where top authors and industry leaders share authoritative best practices in online marketing which are covered by the OMCP standard, competencies, and exams. This is an OMCP pilot program that may continue based on member interest and support. Stay subscribed to the OMCP newsletter to get new episodes.
Download your MP3 of “Negative Keywords Best Practices for PPC with Brad Geddes” here.
Best Practices for Using Negative Keywords:
Michael: All right, welcome back to the OMCP studios, and with us today is Brad Geddes, co-founder of AdAlysis, founder of Certified Knowledge, author of Advanced Google AdWords, and faculty chair at Simplilearn Market Motive. Brad is an OMCP certified instructor and has made significant contributions to industry standards, just like OMCP. I’m your host Michael Stebbins, and today we’ll be discussing, negative keywords. Brad, welcome to the OMCP Best Practices Podcast. Thanks for coming in.
This episode is brought to you by:
Bing Ads. Connect with valuable customers searching for your business. Use the Bing Network to reach an audience that spends 25 percent more than the average searcher.
Concordia College–New York’s fully online, advanced-technology master’s degree programs in Digital Marketing and Digital Media
Brad: Hey Michael, thanks for having me. It’s a pleasure to be here.
Michael: It’s fun to be together again. I’m really excited to get into the best practices for negative keywords, but before we get started, I think there are some who haven’t read your books or attended your classes or heard you speak. Tell our audience who you are and what is it that you do.
Brad: Oh, sure. So I am Brad Geddes and I have been in Paid Search for way too long, since ’98. These days, I’m co-founder of AdAlysis, which is an ad testing tool that also focuses on actional based data. I’ve been out to, gosh, Google twice so far, this year helping them with some things. And, you know, this time of year is conference seasons and I’m always a fan of fresh up to date great content. So I’m getting decks ready for Munich, west, hero con, then back out to London to have a fun spring traveling the show circuits.
Michael: I know you’re speaking quite often, and towards the end, we’ll list out some of the chances for people to come and see you. I know that over the years (and I think you and I met, was it probably around ’05 or ’06?) you’ve helped some really big companies and some small companies with their digital advertising, PPC strategy. Clearly, you’re an authority on the process–the industry knows this. And before we started, you and I went over a bulleted list of best practices for using negative keywords. Are you okay if I just read those off and then we’ll launch into each one?
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PPC Best Practices for Using Negative Keywords
Use of negative keywords in PPC campaigns can reduce irrelevant ad impressions, improve CTR, improve quality score, and improve conversion rates – all without increasing costs. Misuse them, and negative keywords can hurt a campaign and block relevant traffic. Author expert Brad Geddes visited with OMCP to lay out the core practices of using negative keywords.
The OMCP Online Marketing Best Practices Podcast is where top authors and industry leaders share authoritative best practices in online marketing which are covered by the OMCP standard, competencies, and exams. This is an OMCP pilot program that may continue based on member interest and support. Stay subscribed to the OMCP newsletter to get new episodes.
Download your MP3 of “Negative Keywords Best Practices for PPC with Brad Geddes” here.
Best Practices for Using Negative Keywords:
Michael: All right, welcome back to the OMCP studios, and with us today is Brad Geddes, co-founder of AdAlysis, founder of Certified Knowledge, author of Advanced Google AdWords, and faculty chair at Simplilearn Market Motive. Brad is an OMCP certified instructor and has made significant contributions to industry standards, just like OMCP. I’m your host Michael Stebbins, and today we’ll be discussing, negative keywords. Brad, welcome to the OMCP Best Practices Podcast. Thanks for coming in.
This episode is brought to you by:
Bing Ads. Connect with valuable customers searching for your business. Use the Bing Network to reach an audience that spends 25 percent more than the average searcher.
Concordia College–New York’s fully online, advanced-technology master’s degree programs in Digital Marketing and Digital Media
Brad: Hey Michael, thanks for having me. It’s a pleasure to be here.
Michael: It’s fun to be together again. I’m really excited to get into the best practices for negative keywords, but before we get started, I think there are some who haven’t read your books or attended your classes or heard you speak. Tell our audience who you are and what is it that you do.
Brad: Oh, sure. So I am Brad Geddes and I have been in Paid Search for way too long, since ’98. These days, I’m co-founder of AdAlysis, which is an ad testing tool that also focuses on actional based data. I’ve been out to, gosh, Google twice so far, this year helping them with some things. And, you know, this time of year is conference seasons and I’m always a fan of fresh up to date great content. So I’m getting decks ready for Munich, west, hero con, then back out to London to have a fun spring traveling the show circuits.
Michael: I know you’re speaking quite often, and towards the end, we’ll list out some of the chances for people to come and see you. I know that over the years (and I think you and I met, was it probably around ’05 or ’06?) you’ve helped some really big companies and some small companies with their digital advertising, PPC strategy. Clearly, you’re an authority on the process–the industry knows this. And before we started, you and I went over a bulleted list of best practices for using negative keywords. Are you okay if I just read those off and then we’ll launch into each one?