Posts By: Kirti

Negative keywords helps filter who views your ads. It gives you the control over your ad spend and helps drive relevant traffic to your business. But many a times a conflicting negative keyword can reverse the role of blocking relevant traffic too.

Frederick Valleys has been hosting some interesting PPC Town Hall sessions that are discussing about the impact of COVID-19 on PPC, what areas to look into, what measures to adopt and more. We looked into the first four of these session, and the thoughts shared around Automated Bidding .

Automated Bidding takes historical data into consideration and modifies your bids to meet the goal. However, what happens when the underlying metrics sees a shift, much like what is happening now. With this health crisis, user behavior is changing and so is the PPC space.

Adding relevant negative keywords will limit your ad from being displayed for queries that are deemed irrelevant or can impact the brand image.

Strategic decisions need to be taken by businesses unsure about how the situation might change, for worse or for better. It calls for reviewing where the businesses are spending and where costs could be curtailed to avoid any wastage.