Semantic Advantage Inc.
SEO, SEM/PPC and Social Media Marketing

PPC Services - Negative Keyword Examples - SEM

In order to have an effective PPC campaign in Search Engine Marketing, you should employ negative keywords to avoid having your ads presented to people who are not searching for the purpose of buying your product or service.  They may be looking for jobs, research information or other valuable information; but if they're not qualified or motivated to buy your products or services, giving them an opportunity to click on your ads is counterproductive in at least three ways:

1. It costs you the PPC fee, with little prospect of conversion.
2. It increases your 'bounce rate', and lowers your click through rate (CTR).
3. More bounces and fewer conversions lowers your Quality Score, increasing your PPC cost.

Negative keywords are your defense against these well-meaning searchers. Effective use of negative keywords will reduce your bounce rate (and website traffic commensurately) and ad spend, and increase your conversion rates.

Here are lists of negative keywords that can be used to avoid having your ads presented to job seekers, researchers, or people looking for free or highly discounted products.

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Job Seeker Negative Keywords

career
careers
cv
employment
hiring
intern
interns
internship
internships
job
job openings
job search
jobs
position
recruiter
recruiting
resume
resumes
salaries
salary
work

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Negative Keywords for Academic/Research

about
association
associations
book (unless you sell books!)
books
case study (OK if you want them to read your case study)
case studies (ditto)
class
classes
college
colleges
course
courses
define
definition
diagram
education
example
examples
guide
guides
journal
journals
magazine
map
maps
metrics (not always bad) news
research
review
reviews
sample (may be OK if samples are part of your selling model)
samples (ditto)
school
schools
statistics
success stories
success story
training (OK if you sell training)
tutorial (OK if this is a tutorial for your product)
tutorials (ditto)
universities
university
what are
what is
white paper
white papers

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Free or Bargain Shopper Negative Keywords

bargain
bargains
cheap
clearance
close out
close outs
closeout
closeouts
counterfeit
discount
discounted
fake
free
freeware
imitation
inexpensive
knock-off
liquidation
low price
low prices
odd lots
on sale
overstock
price
prices
public domain
quote
quotes
remainder
remainders
sale
sales
second hand (OK if you sell used goods)
shareware
used (OK if you sell used goods)