Proven Method to Optimising Negative Keywords on Google Shopping Campaigns

And every single time that you send that search term into the negative keywords
of your campaigns, it re-optimises the algorithm, and essentially tells Google
don't show me for this, but show me for the other things that I'm
continuing to get traffic for.
This is the last step to this whole equation. It's like managing a
negative keyword specifically with the search terms. So as you start to
see these different terms, this is where it gets really interesting. You got to
take the terms that are not relevant, specifically to what you're actually
getting triggered for because there's gonna be some not as relevant stuff
that's gonna get triggered, and every single time that you send that
search term into the negative keywords of your campaigns, it re-optimises the
algorithm and essentially tells Google don't show me for this, but show
me for the other things that I'm continuing to get traffic for.
And every keyword that you turn into a negative keyword, like I just
mentioned it re-optimises everything, specifically for your campaigns, and
allows that Google to specifically focus on what's working. So how you get
there is again, you click on keywords specifically in that campaign, you click
on negative keywords. So let's just say hypothetically, you have an
electronics consumer store. Specifically for this, I have negative
keywords like LG and Panasonic because, guess what, even when I have an
electronics consumer store, I don't run traffic for products for LG and Panasonic.
If I did, I would get triggered for those keywords and I'm gonna have to pay for that.
So immediately I tell Google as soon as the campaigns fire up,
don't show me for any of this stuff because I'm not relevant. So that it
keeps them focused on the things that's actually gonna make me money.
Here's the thing about the keywords when you're converting them into negative
keywords. There's different types that you can set up for the keywords. There's
a broad match, there's broad match with modifier. Here's the scoop. I use two
types. I don't get fancy with it. As you guys stick around me more and
more, obviously it seems like a lot of this might be a little complicated,
but please just keep it simple. I use two two types. Exact match and phrase match.
So what the heck does that mean? Again, I'm not gonna go
over all this up here. Take a screenshot, but essentially when you start to see
the search terms and again, we're only going to use two types, you have to
think to yourself, am I gonna make this an exact match or phrase match?
Exact match means you tell Google, don't show me for this exact phrase
because it's not converting and you're seeing traffic for it. So here's
the scoop, if you have for example, an electric fireplace website and you
notice that you start getting triggered for the actual phrase, "best electric
fireplaces for 2019". Does that mean you'll never sell an electric fireplace?
Because that phrase isn't converting. No, it doesn't. It just means that that
phrase is not converting. It does not mean all the products on your website
will not convert. So what we do is we just put brackets around that phrase
when we submit it as a negative keyword, and we say hey Google, don't show me for
this phrase but show me for everything else that I'm getting traffic for.
Then the other option is phrase match. So same concept, you're
looking inside your search terms, you're seeing all the traffic and stuff
that you're actually getting, and you're like, oh you know what, that brand that I
have, Dimplex, they're just doing terrible. I just don't want any traffic for
them. So here's the scoop. Whatever you put in quotations when you submit it
as a negative keyword, Google's gonna take any phrase, keyword, or
anything that's relevant to what's in that quotations, and it's never going to
display you for that specifically in that campaign. So you can immediately get
out of seeing traffic for any different specific type of keywords, phrases, or
things that you notice isn't relevant to your actual store. So here's an
example. This is inside a campaign with a store that's running traffic for
generators. So the first phrase match, "1,000 Coleman Generator". We put
that as a phrase match because Coleman generators are actually selling pretty
well, but whenever someone puts in the 1,000 without the watt, I don't
know, maybe was a little disconnect with those people, it's kind of weird, they
wouldn't buy anything. So we said just don't show us for anyone that puts
in those three specific keywords when they actually search on the Search
Network, and then to the second example, that's an exact match.
It says "1,000 watt brushless generator". Does that mean that our brushless
generators aren't converting? It just means for the traffic when people put in
that phrase, they just would not buy anything. We've seen a lot of clicks for
it, they didn't convert. I still want to run traffic for everything else that's
working, so I just say hey Google, don't show me for that phrase keep running
traffic for everything else. So here's the results of
managing that entire process like we talked about in the beginning. Again,
28% conversion rate, 500%, 700% and these
are on brand new campaigns that just launched and guess what, we just got to
the busiest part of the year. Black Friday, Cyber Monday. Everybody else's CPA
is going up, my CPA is going down. And that's how I want you guys to be
doing as you start to launch to campaigns on the Shopping Network.