Just like you’re concerned about getting the right kind of traffic, you should be just as concerned about getting the wrong kind of traffic. You, of course, want to avoid paying for ads that don’t convert. That’s why you should make use of the negative keyword tools in your PPC engine. When you enter these, your ad will not show when your negative terms are searched for.
For instance, let’s say that you are selling a topical acne treatment (a cream).
You might then choose to use “supplement,” “pill,” and related keywords as negative keywords so that your ad does not appear during searches that are done by people looking for an acne pill treatment (capsule).
This will save you a lot of money, which will allow you to focus on the words you really care about.
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