subject: Yahoo Search Marketing Improving Keywords & Quality How to Use Negative Keywords in Yahoo Search Marketing [print this page] The latest on PPC News is that matching types can usually be tricky when the need arises to match negative keywords. According to PPC News, keyword exclusions or negative keywords are an effective method to reduce clicks that are unqualified in an advert.
Negative keywords can also get extremely confusing, and in some cases, negative keywords that are inadvertently added can prevent the targeted keywords from displaying adverts. The match types of Google keywords are quite straightforward. Confusion usually settles when negative keywords are added in Yahoo. Here are few PPC tips with examples based on latest PPC news.
One example is when there is an advert campaign of keywords targeting satellite television firms, the question whether the keywords, satellite and television, when added as negatives will prevent satellite television from triggering the advert all together, arises. Before answering that question, go through a quick review of the match types of keywords on Yahoo. Keep in mind that these keywords are usually set at the Yahoo account level.
Standard Match is the search for a query to trigger an advert for a keyword match that is an exact match. It will include plural or singular variations as well as common misspellings.
Advanced Matches consist of adverts that are triggered for a wider range of queries that are related to a specific title, keyword, web content or description. This is based on a Yahoo default setting.
If you decide to use a Yahoo Standard Match, account exclusions will not be necessary to use. Your adverts will be served only in case someone enters the keyword that is being targeted. Exclusions or negative keywords apply at account advert group or account level when the account is set up as Advanced Match.
The negative keyword, Yahoo feature, is not clear-cut like a Google type of negative keyword match system. You just have to exercise precaution of keywords that are added as negatives as they may prevent adverts from displaying.
By referring to the satellite television example, if a search query matches a keyword exactly to the actual targeting, then the excluded keywords from the account will not actually prevent the advert from displaying. However, in the example, the target is satellite television channels, but television and satellite are set as negative keywords. In this case, if the query matches satellite televisions channels exactly, the adverts will show. Negative keywords can, however, prevent adverts from displaying when search queries match a keyword phrase.
For example, if the target is satellite television channels, and television and satellite are set as negatives, the search query phrase is best as satellite television channels, unless the exact phrase is targeted in the account. Keyword exclusions will then prevent the advert from displaying.
According to PPC News, it is best to set the negative keywords at an advert group level. The terms television and satellite should be on the list of negatives to the advert groups that contain the broad satellite television term. Negative terms can be too limiting for search queries that are long tailed like satellite television channels or best satellite television channels as these advert groups will not have negative keywords.
Yahoo Search Marketing Improving Keywords & Quality How to Use Negative Keywords in Yahoo Search Marketing
