David Fishman
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Advanced Negative Strategies For Improved Paid Search Performance: Part II

As discussed last month, negative keywords are an extremely important part of any top performing paid search program. Negative keywords help marketers both avoid non-converting impressions as well as shape traffic for better converting results. Implementing “Match Type Silos” Before I delve into new tips, I got a number of questions in response to last […]

| Aug 8, 2011 at 10:22 am ET

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Advanced Negative Strategies For Improved Paid Search Performance: Part I

Negative keywords are a necessity in any well constructed high volume paid search campaign. In a perfect world, large advertisers would run all keywords on exact match to ensure that the keyword bids truly reflect the quality of each keyword’s expected conversion rate. Unfortunately, limiting campaigns to only exact match keywords sacrifices too much volume, […]

| Jul 11, 2011 at 11:14 am ET

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