• Natalia Klishina

    I definitely felt the frustration over this when I tried to simply import my AdWords campaigns into AdCenter. Half the keywords weren’t even appearing at first because we’d had exact negatives like “what is _____” in AdWords.

  • http://www.findmefaster.com Matt Van Wagner

    Yes, Natalia – you nailed it. And I am sure it was a tough one to figure out because the normalization is non-obvious.

    What would be a cool tool for Microsoft (or anyone, I guess) to add would be a negative checker. If a negative you’ve added prevents one of the words in your keyword list, it should throw up a warning. Obviously no one intends to both and and negate a keyword in an ad group.

    Thanks for commenting!

  • http://www.centuryinteractive.com stevecravens

    Great article Matt! I used to think optimizing PPC campaigns was simply an upfront investment, but rather, it’s an ongoing exercise whereby the slightest bit of carelessness can cost you. I wrote a post just yesterday about the power of punctuation! And how SEM specialist should incorporate hard cost savings as much as time savings into their pitch. http://www.centuryinteractive.com/unsolicited-advice-for-search-engine-marketers/

  • http://www.findmefaster.com Matt Van Wagner

    Hi Steve

    Thank your your kind words. Your post is right on – PPC is not a set it and forget it activity, and to keep your campaigns moving forward you have to keep at it, test changes to match types, ads, targeting, and bids. A typo, or an errant click intentionally made, or made in ignorance of the way things really work can cause real problems. I say that from first hand experience (and I should update my photo to reflect all the gray hair I’ve earned from my own errors over the years!)

    Keep up the good work on your blog (and you too Natalia). Sharing your hard-earned PPC expertise with the world is a real service to the paid search community!

  • http://www.loveridgemarketing.com Michael Loveridge

    Thanks for the heads up. I’m curious to know how all this works with Keyword Lists, or if it changes anything at all?

  • http://www.bouxavenue.com Erika Ungar

    Excellent post! I haven’t done any PPC in about a year now and need to brush up, but I remember constantly having to re-ask my AdCenter SMS to remind me of the normalisation rules – it’s great to have it all here. I certainly wasn’t aware of the cascading nature of AdCenter negatives – that’s crazy! Will definitely be bookmarking this series for future reference!

  • http://www.findmefaster.com Matt Van Wagner

    Hi Michael – sorry not to respond sooner, just seeing your comment now.

    Not sure what you are referring, when you say “Keyword Lists” so I can’t comment.
    Can you give me some additional details?


  • http://www.findmefaster.com Matt Van Wagner

    Thank you for your enthusiastic response and very glad to you’ve found it helpful. I will be getting into more keywords issues in an upcomign column.