Even if you have you third party handling your PPC management needs, as the business owner, you need to know how your PPC manager actually manages your account. From a client’s perspective, hearing the word “negative” is not normally part of a pleasant conversation but in PPC management, looking at your negative keywords is just as crucial as working on your targeted keywords.
Many times too often, an important task such as regularly auditing our negative keywords list become forgotten in the midst of handling several different accounts. What happens is that PPC management experts make on-the-spot financial decisions to ensure maximum profit from ad spends. As a PPC client yourself, you need to stay on top of your own campaign and know what needs to be done to maximize your funds.
Editing negative keywords is an integral part of PPC management. If used correctly, negative keywords can improve efficiency and traffic volume. An audit is the process by which your list of negative keywords is reviewed regularly to ensure that they aren’t hindering the traffic you want. Because your customers’ and business’ needs are changing constantly, your negative keywords should be able to adapt accordingly. There isn’t an exact science when it comes to editing negative keywords. If you have been on a PPC management campaign for sometime now, you should already know by now what works for your products and get rid of keywords that bring in undesired traffic.
Make it a habit! Every time you have a new product or service, make sure that you coordinate with your PPC manager to add/drop keywords accordingly. PPC management experts recommend grooming your list every four to six months; try adding it to your own monthly checklist to avoid overlooking this important task.
Remember: regular negative keywords audit is an important aspect of PPC management because it ensures that qualified traffic (along with profits) are welcomed into your business.