Marketers with experience in using negative keywords might want to skip this one unless they're looking for a refresher on basic tips. Google's and Microsoft's paid-search ad-serving platforms both
have it -- a negative keyword feature. It prevents ads from serving up to people who are searching or visiting Web sites, looking for products or services your company doesn't sell or offer. It also
aims to reduce costs by excluding bidding on keywords that don't produce a return on ad spend. Dan Shewan takes us through the basics, including how to produce a negative keyword list and how to use
the keyword planner tool, as well as the homework marketers will need to accomplish to create competitive campaigns.
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