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by Stephen Logan on 17th March 2010
Negative keywords are an essential part of any pay per click campaign, it has been asserted.
According to Dealer Marketing, these allow businesses to focus their marketing strategy on a specific target audience, which could mean that they are always attracting the right customers.
The news provider uses the example of an enterprise selling a Jeep Wrangler, stating that if the firm did not want its advert to appear when someone searched for a ‘Jeep Wrangler timing belt’, it could make ‘timing belt’ a negative keyword.
This means that the ad is not appearing on every Google search, "only the ones that are going to result in someone clicking on your ad and interacting with your dealership in a productive and profitable way", the publication explains.
It adds that adding negative keywords can also prevent searches from damaging a firm’s image.
Meanwhile, Ozcard Guide recently advised that as well as using pay per click marketing services to attract business, companies must ensure they have relevant content on their website.