PPC 'should include negative keywords'

14:00 17th May 2010

Digital marketing professionals have been advised to include negative keywords in their pay-per-click (PPC) advertisements.

In an interview with Josh Dreller for Search Engine Land, Ken Jurina from Epiar stated that digital marketers who do not use negative keywords in their PPC campaigns are missing out on a wide audience of potential visitors to a website.

He explained that companies could save as much as 40 per cent on their PPC spend if they include negative keywords in their campaigns.

Mr Jurina added that companies carrying out a PPC campaign without negative keywords are not able to capture a large share of the market.

He said: "I know impressions, click-through rate, conversions etc are the buzz words in PPC, however, one of the most important concepts in marketing communications is an old media term called reach."

Mr Jurina added that since around 50 per cent of all searches are for long tail keywords, an exact match campaign can only reach less than half of all people using search engines to find products and services online.

This comes after Jason Tabeling, director of search and media at Rosetta, told Search Engine Watch that PPC campaigns guarantee a website a good placing in search engine results pages. ADNFCR-2033-ID-19780203-ADNFCR

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