Bing ads boot camp you’re in the place to be all right we got week six lesson two the isolate and eliminate strategy we’ve been covering in this one we’re gonna talk about how to eliminate underperforming keywords so the biggest way to do that is to use what are called negative keywords what’s a negative keyword well basically that is telling Bing that you don’t even want to be shown for this search phrase or this keyword if someone types us into the the search box you don’t want your ads to be shown this can be used in a lot of different ways one way is to improve your performance that’s mostly what we’re focusing on here is if you see that a keyword is like doesn’t get good clicks doesn’t get good ad relevance gets a low quality score gets no conversions or low conversions then you don’t even want to mess with it you actually want to use a negative keyword and completely eliminate it from even showing up in your ad account why because the more you do this the more relevant your ads are going to be and the more the better Bing is gonna like your account so they’re going to give you cheaper clicks so this will over time will have an exponential effect or could have an exponential effect on your account so being really careful about negative keywords the another thing is you know for legal reasons some companies for example don’t allow bidding on their brand you know so you might need to add as an affiliate is you have to watch you have to look at the terms of each affiliate campaign and see if they allow on PPC and if they do allow on PPC some people will say that you have to add their brand as a negative keyword so be mindful of that that just means they don’t want anybody else bidding on their brand they don’t want any other ads from affiliates showing up for their branded keywords this is pretty common so you want to stay on top of that that’s one way to use negative keywords is to just kind of complete you know make sure you’re in compliance with people you you know for sure if you added negative keyword that it will net your ad will never show for that keyword but the most important way that we want to use it strategically is to eliminate poor performing keywords and not just eliminate them you know or bid low on them we just want to never see them so this will take some time to know which ones to eliminate or some of them are kind of common sense like I was mentioning in the last video there one campaign I ran for a client had had to do with it something that shared a name with a popular TV show actually in another country it was weird but that that TV show I was so confused I was like what why it doesn’t it seems like people are not really searching for this product but they’re getting shown these ads and I found out it was the name of a TV show I had to look it up because it was in another country but it’s very popular specifically popular with children so a lot of kids I’m guessing or parents or whatever we’re searching for this TV show but they were son and this is this will blow your mind guys I know it’s crazy it doesn’t make any sense but people click on the weirdest ads it doesn’t make any sense you’d think you write a nice ad you think that people are going to read it they’re gonna pay attention and they’ll click on it and it they will know what they’re clicking on and they’re know what they’re getting into but they don’t they just click like if there’s an ad they just click on the frickin ad it’s crazy I can’t believe that people click on ads when they’re completely irrelevant to what they search for they still click on it if you if you make an ad targeting women men will click on it if you make an ad targeting men women will click on it you’ll be like women this is just for you and men will still click on it it doesn’t make any sense I don’t understand there’s just some crazy stuff you’ll say you’ll see as you keep going but but this is one way to kind of control for that kind of stuff if you know for sure that if you see in your search phrases that a lot of you’re spending money on clicks that are going to some TV show you know absolutely that that person is never going to convert they’re not interested in your product whatsoever so you need to add them as a negative keyword they’re not gonna help you with click-through rate they’re not gonna help you they’re just gonna drag your whole account down so you need to add negative keywords this is a big part of the elimin strategy and like I’ve covered here you know some of these can range from kind of important to absolutely essential in making a campaign profitable the kind of important ones are like I don’t know maybe maybe these these people probably wouldn’t be interested the absolutely essential are one compliance if if you’re promoting a product for as an affiliate and they say that you can’t bid on our brand then you want to add them as negative keywords just to make sure it never shows up number two you might be wasting completely wasting your money on completely irrelevant ads and keywords so you just want to eliminate them you don’t want to control them you don’t want to pull them off you don’t want to isolate them into their own keywords you just want to eliminate them entirely and it can make a huge difference in profitability and then another option here you know there’s negative keywords and then there’s pausing you can just simply pause keywords and aren’t working pretty simple to understand that that way they’re in your account and you have control out of them over them but you’re telling Bing hey I have control of this keyword and what I’m telling you to do whenever you see it is to is to not show my ads that can be good especially you know seasonal products you might want to pause them for a while but you still want to have you still want to have the ability to control that keyword or you can just kind of use it as a soft way as a negative keyword you don’t always have the time or energy to upload negative keywords unless they’re very very important so you can just pause them and they won’t show but if you if you have them as a keyword and you pause them then it won’t show even in a broad match campaign if you add them as a negative keyword they won’t show even in a broad match campaign but if you do anything else they could still show in a in a broad match campaign so just if you want to control the bad keywords then you want to either have them as negative or pause them usually pausing will do will suffice for what you’re looking for but you know just know about the negative keywords on the last option that’s a little softer even than pausing is to adjust the bid I talked about this in a couple videos ago but let’s say your cost per acquisition your target cost per acquisition is $50 you’re making sales for on a keyword consistently but they’re at $100 so what you can do is you can adjust your bid drop it down 50% and theoretically you should they should start converting at 50% you might get fewer conversions but or no conversions or whatever you know you never know exactly what’s gonna happen but mathematically it does make sense and it does work out this way fairly often at least in averages that if you drop the bid by 50% then you’ll start getting conversions at that rate so that’s another option if you still if you’re still getting conversions and you want those customers coming in or those leads coming in you’re not going just for pure profit you are building a list you’re building a business you’re building a brand etc you want those good people coming in they’re just a little too expensive it’s too expensive to mine the gold and those keywords then you can just control it you can isolate them first you know if they’re search phrases isolate them into keywords and then start adjusting their bid and you know that’ll just that’ll literally just be mathematical it’ll be like okay well I’m getting okay target CPA is $50 you’re getting them for you know $70 then that’s almost there so then you can adjust the bid you don’t have to pause or eliminate them you you can if you’re going after just profit especially as an affiliate this is a good idea just profit but if you’re building business you want customers you want people coming in because you’ve got back end products or you’re you know it’s an established business you’ve got other products to offer etc etc then you can just adjust the bid down pull it out isolate it as a keyword if it’s a search phrase isolated as a keyword in your in your ad group and then drop the bid down to so if your target acts with a target cost per acquisition is $50 you’re getting in at 70 you might want to drop at 20 or 30% and see what the results are test that for a while so those are the different strategies I’m going to show you real quick how to do these things in that account and yeah thanks for thanks for watching I’ll see you in just a second in the next video alright here we are back inside the campaign so what we’re doing in the last time we were here is isolating keywords from search phrases and you’ll also be measuring the performance on all these with your columns and your filters and your segments you know you’ll be checking for all that stuff but the next step here is clicking on details and you can again it’s a little more controlled to go keyword by keyword but sometimes you just want to do all of them so you can do all like I did last time this time let’s choose a specific keyword let’s go how to improve the brain click on details and oh that’s a bad example well I’ll show you this is what an exact match is it’s exactly they typed exactly that so it’s an exact match let’s look at search terms it’s going to be easy to figure out what it is how to improve the brain that’s exactly what they searched every single time the click-through rate is is astounding 93.3% I don’t have conversion tracking but it would be probably much higher than anything else because it’s an exact match it’s exactly what their search for all right so that’s what an exact match looks like actually let’s look at a phrase match this will be interesting so phrase match is a little different we’re gonna click on this so now they’re actually slightly different but okay so improving memory was won games to improve memory ways to improve memory brain exercises to improve memory how to improve memory and concentration AARP how to improve memory improve memory retention improve memory improved memory improve memory you see the phrase improve memory is in every single one of these examples what foods vitamins exercise to improve memory simple tasks to do to improve memory so the phrase is in all of them this is what a phrase match looks like this is a really good example actually and you can see some of them how to improve memory loss name of testing to improve memory what exercise can I do okay computer tablet apps as an aid to improve memory loss okay let’s say you’ll see some brands come up to GM quick I don’t know what that is but I’m guessing it’s somebody who teaches how to to improve memory let’s say I don’t want I don’t want a show for Jim quick ever because I know what he does if somebody’s looking for Jim quick they’re not gonna like or they’re not gonna be served by my product or they’re looking for something else so I click on the key or on the search phrase and instead of adding it as a keyword like I would do to isolate instead we’re gonna eliminate so we’re gonna go add as a negative keyword so they give you two different options so now if this phrase so now if this phrase Jim quick ten ways to improve memory ever appears if somebody ever searches this within this ad group my ads will not be shown that’s when a negative keyword is they’ll never be shown there’s two options here just like the other one there’s exact and phrase so now if anyone searches this exact thing it won’t be shown but also if if what they search for even contains this phrase at all it won’t be shown ever so and then you just click apply and now will never show that if you refresh this it should say added or negative or something but this is kind of this is kind of like just the reverse of the isolate strategy how to improve memory naturally let’s say games is a theme that I just don’t want to target with this I I know the people that are searching for games to improve their memory and I know that they’re not gonna like my product games improve memory games now they might they might still click they might be kind of interested but I’m not looking at this time in this particular campaign I’m not looking for the people who are kind of interested I want people that are like red-hot buyers or or people who want to opt into my thing so anything with games in it I’m like I just don’t just don’t want that so what you could do here actually is you could go to view keywords and you could go to negative keywords so see I already have some from this campaign a long time ago free brain games some people say to just eliminate free I don’t I don’t know I’m not sure if that’s something to always follow you see that advice a lot but you can try that if you want it’s it’s the intention is that you’re eliminating people who are looking for free stuff is if you’re trying to sell something so if they’re looking for free stuff they’re probably not in the mindset to buy so you could just add free as a negative phrase so now if free appears anywhere in their search they won’t even ever see my ads that’s that’s one potential one to add you can add negative keywords like game games and here it’s telling you if you want it to be a phrase so if that contains game or games if anything they search for contains game or games it won’t ever none of my eyes will ever appear or II can add it as an exact match which obviously I wouldn’t that wouldn’t make sense but you might say memory games as an exact match so now if somebody searches for the exact term memory games it won’t show but phrase negative keywords are pretty are kind of like the most standard ones so this will eliminate anybody who searches within this ad group or this whole campaign actually this is a campaign so within this whole campaign any of the ad groups in here from now on if anyone uses the search term that contains game or games they will no longer see any of my ads so you can this is a brand brain HQ app so I knew if people were searching for this they weren’t interested and what I was offering so I just put that in there you can put other brands that you know they won’t be interested if they’re looking for that so this is one way to have a lot of control over your campaigns this is the eliminate strategy now let’s look we’re going back to keywords here let’s look at I mean pausing is very simple unders and you just click on the keyword you know see how it’s performing usually you’ll do be doing this to phrase or exact matches because you’ve isolated them into exact or phrase match and you would just go just click Edit and click pause and then now since it’s an exact match Bing will know that you’re controlling this keyword but what you’re choosing to do is to not show for that so if it’s if you deleted it then it might still show in the broad match but since you’re controlling it you’ve claimed this land but you’re like it’s a dirt land I’m not gonna spend any time here let’s just pause it then Bing will go okay anytime somebody searches that exact exact match I will just choose not to show your ad but if you delete this from the account then it might still show up in in broad match things – because you Bing doesn’t know that you are aware of this this exact match thing they don’t know what your what your call is on this one so they might show it in a broad match I think actually I’m not positive about that but this is the way I do it just just do it this way the next thing you can do is this is where you change your bid per keyword so if this is where I said you know if you’re getting $100 cpas but you need $50 but you’re getting lots of conversions then you might just change this you know from 40 cents to 20 cents and now the conversions should drop down and theoretically they’ll drop down to 50 percent of what you’re getting them at before it doesn’t always work out that way but but generally it does okay so those are the three different ways to ice or to eliminate underperforming keywords you’ll obviously combine this with your optimization strategies your segmenting your columns just to check on this stuff and you’re gonna you know you’re gonna be taking a lot of data and and understanding a lot about how people search for stuff so thanks for watching the video I’ll see you in the next one