Match Types of Negative Keyword

----------------------------------------------------------------------------------------------------------------- *****Note : I am just sharing this Great Post Written By Alexandra Hermida, Source : http://www.whitesharkmedia.com/blog/ The visitor of this blog can directly view the original post by clicking on the source link given above***** 

Exact Match Negative Keywords

Use negative keywords in exact match when you want to filter a term that by itself drives irrelevant searches, but combined with other words could actually get you quality leads.

Example:

Let’s say you offer catering services, particularly Wedding Catering services. You do not offer anything else related to Weddings whatsoever, however. If you include Wedding as a negative keyword in broad match, you will be blocking the search Wedding Catering. So in this case, using exact would be the best choice.
In this scenario for example, I would include the following negative keywords:

• [Wedding]
• [Wedding Dresses]
• [Wedding Invitations]
• [Wedding Vows]
• [Wedding Planner]

And so on – you get it. By using such terms in exact match, you will avoid searches for services not related to “Catering”, and yet your ads will still show for anyone searching for “Wedding Catering”.
Also, it is good practice to make use of exact match when you offer products/services that feature famous characters or brands.

Another example:

You rent inflatables water slides for children. In stock, you have a Little Mermaid Water-Slide. Since you don’t want to attract people looking for videos or other products about the Little Mermaid, you can include [Little Mermaid] as a negative keywords in exact match. And you can do the same for all other characters of your themed-inflatables.
Tip: Remember to add the negative search term both in singular, plural and with common misspellings. Why? Because negative keywords only block search queries with that exact term (as opposed to regular keywords).

Phrase Match Negative Keywords

Use phrase match negative keywords ideally when going through your search terms to filter out specific keyword sequences.

Example:

You offer industrial pressure washing services, but you do not sell pressure washers. So you may want to use “pressure washing equipment” or “pressure wash machine” as negative keywords in phrase match to avoid searches for the equipment itself.

Another Example:

You own a nice vacation spa and offer gift certificates for vacation packages. Your vacation packages are luxurious and you don’t have success with keywords relating to “cheap”. If you added the negative keywords “cheap vacation package” or “cheap spa gift certificate”, you would only be blocking out those 2 specific search queries. But of course there are hundreds of phrases a searcher could use to find “cheap gift certificates” such as “spa special cheap”, etc.
So, in this case, it would be smarter to add words like “cheap, blow-out or inexpensive” in broad match to your keyword list.

Phrase Match Grabs the Contextual Meaning

Negative keywords in phrase match are best utilized when the order of a certain keywords change their meaning. The telecommunications industry contains a great example of how to use negative keywords in phrase match:

internet company vs. company internet

The search “Internet company” can both drive the intent of looking for a broadband service company but it can most definitely also mean that the searcher is looking for internet companies like DropBox, Google, Wildfire and Ebay.
By excluding “internet company” in that exact word order, you will still be able to keep your BMM keyword: +company +internet, without risking clicks from irrelevant searches.

Broad Match Negative Keywords

Broad match negative keywords should be used for negative queries you would not want triggering any of your ads. Using only broad match for all of your negative keywords is a big no-no, but there are exceptions.

Example:

The word “Free” as a broad negative term can be added at campaign level and will keep freeloaders from clicking on your ads.
If you were to add the word “Free” in exact or phrase match, you would still get searches that include the word “free” and worst yet, people looking for your services for free! Say you offer a complex software for routing & billing. The query “free routing software” will then cause your ads to show, which you’re obviously trying to avoid.
So in a nutshell, there are 3 match types you can and should use, for your negative keywords. Always keep in mind who you want to attract to your site, and analyze what kind of traffic you will be blocking when adding negative terms.

One last note:

Be sure to review your negative keywords list periodically. It’s recommended to review your list at least once a month. Once activated, I would even recommend conducting weekly research based on your search query reports.

By Alexandra Hermida
Source : http://www.whitesharkmedia.com/blog/

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Differences between Google AdWords and Bing Ads

Due to slight differences between Google AdWords and Bing Ads, we would always recommend that you review the following four key areas before hitting the Sync button:
1.       Budgets
Bing Ads has a minimum campaign budget of £5 and a minimum bid of 5p. With Bing Ads you also have the option to choose either a Daily Accelerated, Daily Standard or Monthly Campaign Budget. You may find that traffic on Bing Ads is slightly cheaper so it may be worthwhile lowering your bids once you have imported them over
2.       Ad Text
The Bing Ads Editorial Policy and the AdWords Editorial policy will be slightly different, so we strongly recommend you review the Bing Ads policy and your imported ads before you sync your account. Your account will go through Editorial checks once you have synced. Unsure on Bing Ads Editorial Policy?
3.       Negative Keywords
Bing Ads does not support broad match negative keywords. If you are importing broad match negatives from AdWords, Bing Ads will import them as phrase match so it is important to check these before you sync. You can also use the Negative Keyword Conflict Report from the Bing Ads User Interface after a couple of weeks of account activity, to ensure that all your negatives are working as you want them to
 4.       Targeting Options
Targeting options, including location and time of day, are very different in AdWords and Bing Ads. Although we are working hard to ensure these are imported from AdWords as they should be, we strongly recommend reviewing targeting options before syncing. Please note the Import feature does not yet support postcode targeting set up on AdWords, but this can be set up separately through Bing Ads after import. When importing from AdWords you should also review your Bing Ads accounts language targeting, as once it is set and sync’d with Bing Ads this cannot be changed

Source : http://community.bingads.microsoft.com

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Digital Asset Optimization - Boost WebSite Rankings & Branding

by Paul Bruemmer
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*****Note : I am just sharing this Great Post Written by Paul Bruemmer, Source : http://searchengineland.com/
The visitor of this blog can directly view the original post by clicking on the source link given above*****

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Regardless of whether you are a newspaper (publisher), e-commerce (products) or franchise (services) site, performing well within the SERPs will always lead to new customer acquisition. By identifying and optimizing all of your digital assets, you can reach all of your prospective new customers and maximize performance.
The term “Digital Asset Optimization” (DAO) was first coined by my friend and longtime SEO, Lee Odden, back in July 2009. It ensures that we optimize content for all of our marketing collateral in all digital formats.
The process involves the optimization of digital assets throughout multiple digital content channels. This results in having all forms of your content visible in Google, Bing and Yahoo! as shown below for the term [local news ventura ca].

Optimization Based On User Intent

Your optimization efforts should reflect the many ways your customers search and convey their intent. It’s important to include all digital assets in your SEO efforts, even mobile apps and widgets, to increase the likelihood of reaching all potential customers during all phases of the search funnel. This not only helps boost your rankings, it can also achieve branding at the same time.
Marketers that leverage this process across all digital assets will connect to customer personas in every channel and format, performing effectively in today’s competitive environment. For more information about personas, see Shari Thurow’s How To Use Personas & Scenarios In SEO.

Digital Assets For Optimization

Below are some examples of digital assets you might want to consider for optimization. This list may not be exhaustive but includes all I can think of at the moment.

• Web pages (store location pages, category pages, product pages, reviews, holiday promotions, sitemaps, semantic mark up)
• Images (product images, infographic images, news images, article enhancement images)
• Location data (maps optimization, business data aggregators, Internet Yellow Pages)
• Feeds (product shopping feed, map data feed)
• Video (product videos, how-to videos, consumer generated videos, corporate interviews)
• News (Corporate, industry, new release information)

• Press Releases (corporate releases, newsworthy releases)
• Blogs (company blog, category blog, seasonal regional trends)
• Forums (product related, regional discussions)
• Articles (product use and description related, category related, seasonal regional information, industry trends)
• Social Media data (social API’s, customer service, product feedback, media relations, new product launch)
• Social Media sites (Facebook business page, Twitter account)
• Mobile Apps
• Podcasts (instructional educational audio books)

Optimizing Your Digital Assets

Digital asset optimization is about creating and optimizing content that compels customers to engage, respond and convert. There’s been a lot written about optimizing many of the assets suggested above. However, I’d like to cover two optimization techniques that would be very advantageous for you to employ: video optimization and mobile app optimization. Read on to find out why optimizing these assets can go a long way toward bringing you more traffic, conversions and brand recognition.
Video Optimization
Over 180 million Americans watched 39 billion+ online videos in March 2013, (comScore-Media Metrix). In 2012, online audiences watched video ads at a rate of over 150 per second (AdAge).
Eighty-five percent of the US Internet audience viewed online video in March 2013, and video ads accounted for 25 percent of all videos viewed (BrightRoll – pdf). Not only that, the survey found that 75% of ad agencies believed online video ads to be equally or more effective than TV ads. Significant percentages felt that videos ads were equally or more effective than display (91%), social media (68%), search (52%) and direct response (45%) as well.
A well-optimized video can not only bring you authoritative links, it can also achieve top listings in the SERPs, resulting in traffic and conversions. When creating video, carefully define your purpose. This might be to build links, generate social shares or increase conversions.
With so many videos on the Web, you’ll have to plan carefully to excel. If you want to go viral, try humor, be original and, most importantly, tailor your video to your target audience. Another popular option is the educational video, which works well for retail products. Below are some tips for video optimization.

• Host your video on your own website rather than on YouTube or Vimeo
• Include social share buttons on your video embed (“Like” and “Tweet” buttons for easy sharing)
• Use Rich Snippets by adding the required Schema.org code to your page for an eye-catching display in the SERPs
• Create and submit an XML video sitemap
• Promote your video on social media sites, through your blog/website, video PR, email (new products, promotions, contests, etc.)
• Use SEO best practices ( title tag, relevant tags, specific keywords, accurate description and full video transcript)
• For detailed video optimization, see ReelSEO’s Definitive Video SEO Guide

Mobile App Optimization
The use of mobile apps is growing rapidly. By 2012, mobile app store downloads totaled over 45.6 billion (Gartner). The Apple App Store and Google Play alone offer over 1.5 million downloadable apps.
Mobile analytics firm Flurry reports user time spent on apps has doubled from 1 hour a day in 2011 to 2 hours a day in 2013. While the time spent in apps may be starting to challenge television, Flurry compared U.S. app usage to traditional media and other online audience measurements, finding that “…app usage spikes during primetime to a peak of 52 million consumers.” Does this leave any doubt about the importance of optimizing mobile apps?
Normally, users search for apps in two places: app stores and/or search engines. Optimizing your mobile apps to be easily found is similar to optimizing your website.
Website SEO gets your site crawled by optimizing on-page and off-page elements while  building authority through links and social media. However, in mobile app SEO, you want to optimize the page on which your app resides rather than the app itself, because search engines don’t crawl inside mobile apps. The content on the page hosting the mobile app is what provides context and relevant cues for indexing.
You need to optimize two pages for your app: the app store page and the marketing page on your site.
Optimizing The App Store Page: When submitting to app stores, the descriptive content submitted with the app is very important for your app’s success, as shown below.

Title: This determines the URL and title tag of the webpage the app is hosted on. Choose a title that features the brand and the app’s function. This way, your app can be found by the brand name as well as its purpose (when users don’t know the brand).

Category: Category selection is important as it can provide easy findability in the SERPs. If an app fits into several categories, choose the one closest to the app’s purpose and one that has fewer competitors.

Keyword Field: This field influences the search results and should be descriptive without keyword stuffing or unrelated keywords, which can get your app rejected from app stores. Use descriptive keywords that are relevant to the app purpose.

Description: As with traditional SEO for websites, the app description should be written for the target audience and optimized with relevant keywords.

Links: Linking the app store page to the official app page on your site and reciprocating that link from the website back to the app store page will assure users they found the official brand app rather than an imposter.

Optimizing The App Page On Your Site: Your app should have a page on your main website for cross-promotion and linking.
As mentioned above, the website should link back to the destination of the mobile app in the app store. Linking between the app store and the website boosts the app’s SEO value and confirms it is authentic.
Other than cross-linking with the app store and using specific metadata attributes, optimizing the content on the app page is no different from optimizing any other page on your site.

Results Of Digital Asset Optimization

When marketers make it easier for search engines to find, index and display all their content in search results, it creates benefits in the form of increased sales, branding, public relations and news coverage. Optimizing all digital assets and maintaining brand consistency will help you become a dominant online player in your industry.
Digital asset optimization provides multiple opportunities to build your brand online, making your products and services more visible. While it includes optimization of webpages, it is increasingly important to optimize the types of files that are seldom covered with traditional SEO techniques: PDFs, podcasts, video content, images, Tweets, LinkedIn business profiles, and just about anything in the digital realm.
Tapping into new signals and markup recognized by search engines makes it possible to extend your optimization work and report additional value up the ladder. The fundamental premise is: if it can be searched, it can be optimized.

Bottom Line

The basics of searchability are that a digital asset is crawled by a search engine bot and made available for within search results when consumers conduct queries. Each type of searchable content presents an opportunity for optimization and improved visibility on the multiple devices from which people search.

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AdWords Keyword Planner tool - How to Use

Last month, Google quietly began rolling out the AdWords Keyword Planner to select AdWords accounts last month. In typical AdWords fashion, one of the biggest overhauls of the Google Keyword Tool ever went almost unnoticed!

This new keyword tool combines elements of two existing keyword tools, the Google Keyword Tool and the AdWords Traffic Estimator, adding a more structured and integrated workflow as well as all sorts of new bells and whistles.
If you’ve ever used the Google Keyword Tool and/or AdWords Traffic Estimator in the past, take note here – the new Keyword Planner will most certainly replace both tools in the near future, and your workflow will undoubtedly change as a result.

What’s A Keyword Planner, Anyway?

The Keyword Planner is a more focused version of the Google Keyword Tool and AdWords Traffic Estimator tool, and the focus is on doing one thing only: to make it easier for advertisers to get through the process of creating new ad groups and ad campaigns, which is the key to getting your PPC accounts off to a good start.
It differs from the existing Google Keyword Tool and AdWords Traffic Estimator tools in that the old tools were more general purpose, unstructured tools. They could be used for just about anything, including Keyword Research for SEO. This new tool, on the other hand, is more like an ultimate AdWords campaign building workshop.
The Keyword Planner has a “wizard” type interface. The first step in the process is to determine how you’re going to go about creating your ad campaigns and ad groups. You’re asked to pick one of 3 possible paths:

• Search for Keyword and Ad Group Ideas
• Enter or Upload Keywords to get Estimates
• Multiply keyword lists to get Estimates

Here’s what this looks like in AdWords:

Searching For Keyword & Ad Group Ideas

Most of the time when creating a new campaign in AdWords, you’ll need to rely on Google to provide you with keyword suggestions to pick from. Therefore, the primary flow through the Keyword Planner is to “Search for keyword and ad group ideas.”
Clicking on that option whisks you off to the next stage of the Keyword Planner, which provides a robust keyword workbench for researching and picking keywords to add to your AdWords account, illustrated below:

Using this interface, the Keyword Planner lets you brainstorm keywords using any or all of the following three methods:

• By Keyword:  you can type in a word or phrase relevant to your business
• By Landing Page: by entering a landing page on your site (or any competitor’s webpages, for that matter), the Keyword Planner will scan and infer keywords that are relevant to those pages
• By Product Category: you can select from one of thousands of pre-defined keyword categories

Filtering Keywords From Your Keyword Plan

Additionally, the Keyword Planner provides robust filtering capabilities so you can be super picky with what keywords you choose to add to your PPC account. For example, you can filter keywords based on the following ways:

• Average CPC: include or exclude keywords that fall above or below a desired Cost Per Click
• Estimated Search Volume: include or exclude keywords that fall above or below a desired monthly search volume
• Keyword Competition: you can narrow your list based on estimated advertiser competition
• Exclude Keywords Already In Your Account:  the Keyword Planner can automatically exclude keywords that are already in your own AdWords account to avoid having duplicate keywords
• Filter by Keyword: you can specify to include or exclude keywords containing specific terms

Setting Targeting Parameters

Because keyword research requires analyzing keyword statistics in order to determine whether or not a given keyword makes sense for your business, Google lets you customize the keyword stats and performance estimates so that they’re relevant to your campaigns. This means they let you specify targeting parameters such as language, country and search network.

List View Vs. Grouped View

One nice feature is the ability to view keywords in the Keyword Planner that appear either in list view or in grouped view – this is analogous to the concept of keyword niches and keyword lists.

Your “Keyword Plan”

As you discover promising terms looking at individual keywords or keyword groupings, you have the ability to add them to “Your Plan,” which is a temporary storage area for saving interesting-looking keywords and keyword groupings for later.
The Keyword Planner maintains state for the duration of your session – keywords that you add to “Your Plan” are saved while you’re in the process of looking for keywords.
This is a nice change — previously, when using the Google Keyword Tool and AdWords Traffic Estimator separately, there was a bit of a disjointed workflow where you had to save the results of the Google Keyword Tool, then open the file and copy/paste it as input to the AdWords Traffic Estimator. These two separate processes are now integrated into a single, seamless one.
When you’re done picking keywords and adding them into “Your Plan,” click on the Get Estimates and Review Plan button.

Getting Estimates & Reviewing Your Plan

The next stage of the Keyword Plan process involves setting a keyword bid and daily budget for your portfolio of keywords and keyword groupings.
Since keyword volume and CPC bid estimates are based on your budget, bid, location and other competitive factors, you’ll need to provide Google with some information in order to customize your estimates.
For example, you could enter a bid of $50 and a daily budget of $2,000.00 and click on the Get Detailed Estimates button — the Keyword Planner will then generate daily estimates for Clicks, Impressions, Average ad position and costs, as shown below:

Once finalized, you can download your detailed keyword plan in a variety of different formats, such as Excel or AdWords Editor CSV, as shown below:

Enter Or Upload Your Own Keyword List

Another way of running though the Keyword Plan process is to start using your own keyword list. Sometimes, when creating a new campaigns, you may be fortunate enough to already be sitting on a treasure trove of keyword data (for example, several years of Web analytics data, including valuable keyword referral data).
If you’re in this enviable position, it may make sense to start the campaign creation process using your own keyword list rather than the generic keyword suggestions you get from the Keyword Suggestion Tool.  Here’s what that looks like:

When you press the Get Estimates button, you’ll be taken through the rest of the Keyword Plan process as described above — the only difference is that you’ll be looking at your own keyword list rather than the generic keywords suggested via the Google Keyword Tool.

Multiplying Keyword Lists Using Keyword Planner

A third and final way to work thorough the Keyword Planner is to mash-up and multiply keyword lists. For example, you might want to multiply a bunch of names of products with colors and word modifiers to come up with every imaginable keyword permutations, as shown below:

Note that you can have up to three lists to mash up, and clicking on the Get Estimates button brings you to the next stage of the Keyword Planner. The only difference between this and the other two methods is that you’ll be looking at your own keyword list based on the mash-up of the lists you provided.
I personally don’t like this option very much because your mashed-up keyword lists may bear little or no resemblance to how people naturally search for those words, though perhaps you could use this method if you absolutely don’t want to miss any possible keyword permutation.

Summary

The new Keyword Planner tool supports various workflows for building ad groups and campaigns either starting from scratch, or based on your existing lists, and provides more cohesive user experience by integrating the keyword selection, grouping, analysis and filtering aspects of the keyword selection workflow.
If you’re lucky, you can find the Keyword Planner tool in your AdWords account today. According to my contacts at Google, as of two weeks ago, it was enabled in only 5% of accounts. At that time, it took me 67 tries to finally find an account with the Keyword Planner; but as of today, I’m finding it in roughly one out of every 5 accounts. It appears that Google is opening up Keyword Planner access to a greater number of accounts over time, so hopefully you’ll see it in your account soon!

By The Author: Larry Kim
Source :

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