1. Comprehensive Negative Keyword Research
Matt Midwinter

2. Who is this Guy?
Matt Midwinter

PPC Specialist at Collegis Education

5+ Years of Internet Marketing Experience

@MattMidwinter
September 30, 2014| Copyright Collegis LLC. Proprietary and
Confidential.
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3. Here’s What We’ll Talk About

How Most People Do It

How You Should be Doing it

Pre-Launch:

Before You Launch, Do Keyword Research

Don’t Just Rely On Google’s Keyword Tool

Do Manual Research Using Google Recommended Searches

Post-Launch:

You’ve Launched! Now It’s Time To Do A Mass Search Term Analysis

Visualize The Data

Work The Data
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Confidential.
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4. How Most People Do It
It’s too late!
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5. How They Should Do It
Preparation is key!
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6. Before You Launch, Do Keyword Research

When doing “normal” keyword research, keep a list of the keywords you DO NOT want in your keyword list

Example: bbq grills, bbq smokers, Korean bbq, etc.

Keyword Planner can help

For local keyword research, consider geographic areas you can’t or don’t want to appear

Example: Edina restaurants won’t want to show up for St. Cloud restaurant searches

Add these keywords to your negative list
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Think of common terms you know will drive poor results
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Example: “how to” or “DIY” or “backyard”

Add these keywords to your negative list
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7. EXAMPLE: Keyword Research Using Google Keyword Planner
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8. Don’t Just Rely On Google’s Keyword Tool

Try Übersuggest:

Free tool that provides suggested terms based on real search trends

Allows you to dig as deep as you like into different queries

Great for finding new keyword possibilities and finding terms that you don't want

http://ubersuggest.org/
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Confidential.
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9. Do Manual Research Using Google Recommended Searches
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 Glimpse into what people are actually searching for
near you
 Gold-mines for potential keywords -- both positive and
negative
Example: A BBQ joint probably doesn’t want to bid on Pizza terms
 May be a better indicator than keyword planner in
Google AdWords.
 BONUS: Great way to see what your competition is
doing ahead of time!

10. Example: Google Recommended Searches
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11. Example: Google Recommended Searches
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12. You’ve Launched! Now It’s Time To Do A Mass Search Term Analysis
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 Run a search term export on the keywords you want to
analyze.
 Next open your Excel document with the list of search
terms and the data
Create a pivot tablet to lookup the data
Use the search term field as a filter to select multiple search terms at once
 Need help with pivot tables? Follow this
guide from PPC Hero.

13. Visualize The Data
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 Leverage Word Cloud Tools (i.e., Tag Crowd)
Visualize your data to find the most common terms
Tools allow you to input vast numbers of terms
Example: Using Tag Crowd can provide the frequency of terms and can be easily imported directly to Excel

14. Example: Mass Search Term Analysis
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15. Work The Data
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 Copy the list of common themes from the word cloud
tag back into excel.
 Enter each theme into the search term filter.
Make sure to check select multiple items.
 Save the data next to each theme.
 Identify your winning and losing themes.
For any theme that is inconclusive you can look up the search terms that were part of it manually to get a better feel for performance.
You can use conditional formatting to quickly identify how the themes are performing.

16. Example: Excel Pivot Tablet
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17. The end. Thanks for listening!
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Matt Midwinter
• PPC Specialist at Collegis Education
• 5+ Years of Internet Marketing Experience
• @MattMidwinter