Taking Control of Your Ad Display

Positive keywords are the lifeblood of Google AdWords. If you do not have a keyword that will match to a searcher’s query, your ad will not show. It’s quite simple. It is crucial that you not only conduct keyword research, but that when you use these keywords in your account, you understand what search queries people can use that will trigger your ad to show on a search result.

Conversely, when you find search queries that you do not want your ad to show for, block your ad from showing by using negative keywords. Negative keywords should raise your CTR, lower your CPA, and increase your conversion rate.

As you add negative keywords, keep an eye on total conversions. Even if the negative keywords are doing their job, if your total conversions drop significantly, you may need to trim some of your negative keywords.

If keywords lead to conversions but at a higher cost per conversion than you are comfortable paying, you should lower the bids to a profitable level instead of just keeping your ad from showing by using negative keywords. Remember:

• Positive keywords trigger your ads.
• Negative keywords stop your ad from showing.

By using these two keyword types together, you can take control of your account to ensure you receive the maximum exposure and profit from your AdWords campaigns.