What is the best time to employ negative keywords.


  

Negative keyword research should be an ongoing process just like regular keyword research, But there are some common scenarios : 

  • Before a PPC campaign is launched - This is considered proactive negative keyword research. By brainstorming and researching all the different irrelevant searches your ad could be shown on, and setting those negatives before you launch, you can save money on wasted clicks, and prevent the detrimental effect they have on your Quality Score.

  • Once a campaign is live - This is considered reactive negative keyword research because it is in response to irrelevant searches that your ad has already matched against. Within the first few days of a campaign going live, you should mine your search query reports for keywords with high impressions and low clicks.

  • On an ongoing basis - Many PPC marketers do negative keyword research on a weekly basis, but negative keyword research at any time can only help a live campaign. Mine search query reports for dips in conversion rate or Quality Score. These are indicators that your ads are being shown on irrelevant searches and negatively impacting your campaign performance.

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