When optimizing PPC accounts, we’re focused on making sure the right ad is being shown to the right person at the right time. We look at targeting and organization, and monitor the results. Once we’re happy, then our focus is on getting more volume. Adding more keywords. Getting more impressions. Showing more ads.

However, there are times you shouldn’t show an ad at all.

Showing the correct ad to the correct person at the correct time means there is also an incorrect person and incorrect time to display an ad.

Sometimes, it’s not just about more volume. It’s also about removing the impressions that aren’t going to convert. The easiest way to get rid of these impressions is through negative keywords.

Now, negatives are not as straightforward as just adding a word and no longer showing an ad.

Negatives have:

• Match types
• Different levels in your account
• Different reasons for adding them (you might block one ad from showing so another one ad shows)

When it comes to negatives, you want to examine:

• Search term data for underperforming words
• Duplicate search term data for organizational issues
• N-gram analysis for global perspective on your search terms

There’s a lot of know about using negative keywords properly. That’s why we’ve put together a short video that will walk you through how to properly evaluate and use negative keywords and n-grams.