matthew midwinter negative keyword research
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Comprehensive Negative Keyword Research
Matt Midwinter
Who is this Guy?
Matt Midwinter PPC Specialist at Collegis Education 5+ Years of Internet Marketing Experience @MattMidwinter
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Here’s What We’ll Talk About How Most People Do It How You Should be Doing it
Pre-Launch: Before You Launch, Do Keyword Research Don’t Just Rely On Google’s Keyword Tool Do Manual Research Using Google
Recommended Searches Post-Launch: You’ve Launched! Now It’s Time To Do A Mass
Search Term Analysis Visualize The Data Work The Data
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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How Most People Do It
It’s too late!
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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How They Should Do It
Preparation is key!
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Before You Launch, Do Keyword Research
When doing “normal” keyword research, keep a list of the keywords you DO NOT want in your keyword list Example: bbq grills, bbq smokers, Korean bbq, etc. Keyword Planner can help
For local keyword research, consider geographic areas you can’t or don’t want to appear Example: Edina restaurants won’t want to show up for St.
Cloud restaurant searches Add these keywords to your negative list
Think of common terms you know will drive poor results Example: “how to” or “DIY” or “backyard” Add these keywords to your negative list
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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EXAMPLE: Keyword Research Using Google Keyword Planner
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Don’t Just Rely On Google’s Keyword Tool
Try Übersuggest:
Free tool that provides suggested terms based on real search trends
Allows you to dig as deep as you like into different queries
Great for finding new keyword possibilities and finding terms that you don't want
http://ubersuggest.org/
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Do Manual Research Using Google Recommended Searches
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Glimpse into what people are actually searching for near you
Gold-mines for potential keywords -- both positive and negative
Example: A BBQ joint probably doesn’t want to bid on Pizza terms
May be a better indicator than keyword planner in Google AdWords.
BONUS: Great way to see what your competition is doing ahead of time!
Example: Google Recommended Searches
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Example: Google Recommended Searches
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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You’ve Launched! Now It’s Time To Do A Mass Search Term Analysis
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Run a search term export on the keywords you want to analyze.
Next open your Excel document with the list of search terms and the data
Create a pivot tablet to lookup the data
Use the search term field as a filter to select multiple search terms at once
Need help with pivot tables? Follow this guide from PPC Hero.
Visualize The Data
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Leverage Word Cloud Tools (i.e., Tag Crowd)
Visualize your data to find the most common terms
Tools allow you to input vast numbers of terms
Example: Using Tag Crowd can provide the frequency of terms and can be easily imported directly to Excel
Example: Mass Search Term Analysis
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Work The Data
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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Copy the list of common themes from the word cloud tag back into excel.
Enter each theme into the search term filter.
Make sure to check select multiple items.
Save the data next to each theme.
Identify your winning and losing themes.
For any theme that is inconclusive you can look up the search terms that were part of it manually to get a better feel for performance.
You can use conditional formatting to quickly identify how the themes are performing.
Example: Excel Pivot Tablet
September 30, 2014| Copyright Collegis LLC. Proprietary and Confidential.
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The end. Thanks for listening!
September 30, 2014 Copyright Collegis LLC. Proprietary and Confidential. 17
Matt Midwinter• PPC Specialist at Collegis Education• 5+ Years of Internet Marketing Experience• @MattMidwinter
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