SEO Blog

Using Negative Keywords for Profit - July 30th, 2007

This is one area of pay per click that many people seem to ignore or forget. This is tantamount to failure. Imagine you own a website that sells new computers. Without implementing the necessary negative keywords, you could end up displaying your ads for ‘computer courses’, ‘learn to program computers’ and ‘computer chairs’.

You might be sat there thinking to yourself that it doesn’t really matter, if my ad shows for something people don’t want, they’ll read the ad and they won’t click on it, so why does it matter?

Firstly, there are still a lot of people out there who don’t realise that clicking on these ads will cost you money and those that do don’t care about your advertising budget. They might click on it out of curiosity and cost you money anyway. That’s a waste of your budget.

Secondly, even if they don’t click on the ad the impressions accrued will have a detrimental effect on your click through rate. A poor click through rate contributes to a poor Google Quality Score which in turn results in a higher cost per click for you. That’s a waste of your budget too. Either way, you lose!

Here are a few tips to help you research your negative keywords:

1. Use the Google Negative Keyword tab within the Google Keyword Tool
2. Use the Google Keyword Tool itself and read through the list that comes up, extra negatives can still be picked up by doing this
3. If your account is already running, run a keyword report to find out what keywords your ad is appearing for
4. Use a thesaurus for synonyms and related phrases. This is especially important if you have keywords on broad match
5. Do some industry research
6. If you have web analytics installed, study these reports
7. Repeat at least once a month to keep up with the market

At Just Search we have taken on client accounts and seen impressions decrease by up to 40% and conversions increase substantially as a result of this process alone. You’d be surprised by the difference it can make.

Researching negative keywords can be a time-consuming and tedious process, but it’s one you will need to go through if you’re to maximise your pay per click account’s potential.

Lianne,
PPC Account Manager

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Stockport County’s New Kit - July 30th, 2007

It’s been a strange weekend for me to tell you the truth. On Saturday I attended Stockport County’s final home friendly at Edgeley Park before the season commences. A great football match against Cardiff City, a team two leagues above them in domestic competition. A match in whom County beat their opponents 6-4. This victory topping off the fitting tributes to County legend Danny Bergara that took place before the game.

And then yesterday I had the upmost honour and privilege to be a special guest again at Stockport County for their Official kit launch for the 2007-2008 season. Myself and a few members of the Just Search team joined our board of directors as we enjoyed the hospitality of the football club during their Fun Day to mark the unveiling of the new home strip. From the couple of pictures I have included here you can see how good my seat was for the fashion show to reveal the kit to the eagerness of the fans.

A day thoroughly enjoyed by myself and from the conversations I had, the fans too who seemed to take to the new strip and enjoyed some of the player’s antics as it was paraded amongst a packed crowd within Edgeley Park. Following the fashion show it was then down to the pitch where official photos of the team and sponsors took place in the kit.

For those of you who don’t know Just Search have been involved with Stockport County for a few years now, sponsoring matches and advertising at the ground. The support we have given to the football club has been escalated this year as Just Search signed a deal to be the club’s official sponsor for forthcoming seasons. Something that I am looking forward to as a fan of both Stockport County and the sport of football.

Martin
Natural SEO Project Manager

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