<< by Mark Browner on February 17th, 2011
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?
- Makes your campaign much more highly targeted
- Saves budget by deterring non-targeted clicks
- Leads to a higher ROI and lower cost per conversion
- Forces AdWords to funnel search queries to the most appropriate Ad Groups (Google sends search queries through all different keywords, so if there are broad keywords the queries are likely to come through un-targeted broad keywords)
There are 2 different ways to Negative Sculpt. I strongly suggest doing both in order to have the most relevant PPC campaign possible.