• Semvironment, Tuesday, September 23, 2008 1:45 PM

The Semvironment team has written up a pretty extensive guide to keyword list expansion and negative keywords, part of the search firm's ongoing "PPC Management" series of posts. The nine-part guide offers links to individual sections, as well as a massive list of sample negative keywords (as a .txt file).

Keyword list expansion "consists of taking the keywords that are ranking well organically and that are generating conversions and efficiently adding them to your campaigns and ad groups," the guide says. The team offers details on how expanding your keyword list can affect your overall quality score as well as various ad groups and even your analytics data.

Negative keywords, are "those search queries you don't want your ad to be displayed on. These are words that may appear fraudulent, unrelated to your landing page, unrelated to your product or service, etc," the guide says. "Many times words have multiple meanings, and adding negative keywords allows you to filter out those searches that shouldn't apply to your intended keyword meaning."

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