Traffic Scuplting: Negative Keywords at the AdGroup Level [69]

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 69. Traffic Sculpting: Negative Keywords at the AdGroup Level

TRAFFIC SCULPTING: Adding Negative Keywords to AdGroups

BENEFITS OF SCUPLTING:

  1. Ensure that the right bid is being applied to the right search terms.
  2. Get most relevant ad copy for the search term.
  3. Increase in Quality Score, which decreases CPC, which decreases CR, which decreases your ROI, which decreases your ROAS.
EXAMPLES OF SCULPTING:







EXAMPLE: POPPIN

  • AdGroup of General Office Chairs is our Catch Call. It doesn't fit into the specific AdGroups we're going to build out for specific office chairs (i.e. rolling, leather, lumbar support, etc.)
  • We see in our General Office Chairs AdGroup, searches for desk chairs with wheels, rolling office chairs, etc. But the landing page for the keywords in this AdGroup, is going to a generic part of Poppin's site. It's all of their office chairs.
  • So I want to add wheels and rolling for just this AdGroup, in order to force Google to show ads for my Rolling Desk Chairs ad group anytime someone uses the word wheel.


Adding Onto This Example:

  • Let's say in my Rolling Desk Chairs AdGroup, and we see in our Search Term Report a lot of searches for desk chairs. But we don't want that generic search to show my ads for my Rolling Chairs Ad Group. 
    • I also have a lower bid on desk chairs bc the user isn't anywhere as near a target bc they aren't even expressing commercial intent as they'd be if they were searching something more speciic like rolling desk chairs. 

  • Sculpt: So I go into rolling desk chairs AdGroup, and I add the negative keyword (don't add desk chairs'or else if they search desk chairs on wheels it won't show up. We would want that to show up.)
    • So we add Desk Chairs as an Exact Match Negative Keyword [desk chairs]. So only that, without anything else, prevents it from showing up.

Three or Four Ways I Could Do This:

  • Add any search terms related to Photos in Dr. Levine's AdGroups.
  • Add any other geographic locations to locations we're targeting. 
    • Like add NYC to NJ searches.
  • Do separate AdGroups for DIEP Surgeon and Breast Reconstruction Surgeon.
    • Add DIEP as broad match to Breast Reconstruction bc ppl searching DIEP definitely know what they want.

















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