Inching out an extra percentage in your PPC campaign creates impressive returns. You've likely exhausted most ideas given your time with PPC management. You may feel like there's a barrier you can't seem to overcome.
Have you considered using negative keywords for your landing page?
Let's get into the details since we've likely got your attention.
Negative Keyword List: The Basics
Negative keywords are the search terms you don't want your ads matching. They're the opposite of keywords you choose for (most) PPC campaigns.
A perfect example is noting the difference between someone seeking "free" and "premium." The latter denotes they're willing to pay for a product or service. Removing keywords, like "free", is an example of using negative keywords.
We urge you to follow our negative keyword research guide when building a list. This prepares your resources when optimizing the landing page. That said, let's now use those terms to improve ROI in your ad campaigns.
Increasing Landing Page Conversion Rate
A landing page is designed to increase the chances of your paid advertising traffic becoming a lead or making a purchase. That means its one of the most important parts of an effective digital strategy and you must AB test the heck out of it to make sure you are getting the most out of every penny.
But it might not even be your landing page. It's not uncommon to find a landing page that seems to be underperforming. However when looking deeper, the reason a page isn't converting could also be the traffic.
Negative Keyword Use Case
Consider three typical buyer types:
There's also the premium buyer that'll spend extra. These types of usually brand loyalists, willing to pay a premium for the brand's offers.
Certain words convey what you offer:
- Free -- People expect free stuff
- Cheap -- Can convey low quality
- Top-Rated -- Carries notoriety
- Disruptive -- Cutting-edge and thrilling
As you image, cheapened terms attracts the thrifters and frugal-types. You'll still get average spenders but the majority are those looking for a bargain.
Instead: Use terms conveying value.
Value words, like "premium" and "top-rated", attract big spenders. These are those looking and willing to pay for a quality solution. You know, the customer types you want to attract and have on your customer list.
Creating a Conversion-Focused Experience
Most landing page optimization revolves around implementing SEO. The goal is to increase traffic to compensate for moderate conversion rates.
Flip the script.
A conversion-focused landing page may have a high bounce rate. But, makes up for it with high conversion rates. This is done by focusing the page and offer intent -- speaking to the exact customer type you want in your business.
While keeping negative keywords in mind -- you would:
- Focus on speed and user experience
- Leverage trust signals and benefits
- Direct the copy to your ideal customer/avatar
You'll remove an offer's negative connotations by simply removing the wording. Then, reinforcing what's good about it with a great headline, copy, and media.
Bring It All Back to the Ads
Find your negative keywords using Google Ads and Bing Ads. Then, omit friction causing keywords when crafting your landing page. Viola! You're good to go!
Next is returning to Ads and reworking them to align with the landing page. Do this and you'll see conversion rates increase. And, a higher campaign ROI.
Continue your mastery of Google Ads and PPC platforms. Use your ad copy skills to craft great landing pages. And, always be testing!
Negative keywords can help increase the quality of the traffic and ultimately your landing pages overall conversion rate.