Following up on a recent post regarding negative keywords (200+ Negative keywords for B2B Campaigns) I stumbled upon an excellent post regarding building a negative keyword list for 'cheap' & 'free' pay per click keywords over at Jennifer Sleg's Blog.
Enjoy her post below:
There are always those people who are looking for things for free… even when you know that what they are looking for isn’t free (looking for a “Free iPod” or “Free XBox” anyone?). But when you are broad matching your PPC campaigns, you want to ensure you aren’t paying for ads when it is the freeloaders looking.
Here is a list of common freeloading keywords that you can add to your negative keyword list.
complimentary (and mispellings of the word)
If you sell any kind of software or subscription service, you will also want to add these keywords to your negative keyword list too.
Now, if you are offering something for free, you need to take care that you aren’t actually losing traffic because if this, such as if you are offering a free consultation or free eBook!
Not sure if you are getting traffic from any of these freeloading keywords currently? If you are using dynamic keyword insertion in your URLs, you will be able to track the exact keywords people are using when they click your ad. So if you are selling iPods or XBoxes, you can see how many of those people were actually looking for free iPods or XBoxes, and not seriously looking to purchase one. People looking for freebies rarely convert, particularly when they are searching for these types of products.
Cheap can be a tricky one, because in some markets it can work well, but in others it is much harder to convert. If you are selling a service, for example, you don’t necessarily want to be known as “cheap”, especially if customers are paying a premium for your service… if you are good at what you do you can charge a premium for it that someone new or not as well known wouldn’t be able to do. If you are selling a product that you are pricing very competitively, this can be a good converting keyword for you. Remember people who are using the keyword “cheap” are usually shopping around for the best possible price and might hit 4 different advertisers looking for which one is the cheapest. So if you are the cheapest you have a much higher chance of converting… but if you aren’t, this is one you will want to either watch very carefully for conversions or add to your negative keyword list. Bottom line: “cheap” can be successful if whatever you are selling or offering is the cheapest, but people are looking for the cheapest above anything else you can offer and your conversion rate will reflect this.
Once you have selected which negative freebie keywords you need to add, simply cut and paste it into your PPC campaigns so that you will no longer be serving up broad match ads when they keywords searched for include those words.