Best Negative Keywords for a Brand Campaign

Posted on Fri, June 19, 2015 in Digital Marketing, by Kyle Moynihan

The idea of advertising for your own brand name in Google AdWords seemingly evokes the most Shakespearean of all questions.

To bid or not to bid?

The answer is always ‘yes,’ assuming you apply an adequate level of method to your madness.

While the goal of this blog is not to advocate for bidding on your brand name (I am assuming you have already reached that conclusion), it is instead intended to assist with squeezing the highest possible value out of every penny spent.

Why Add Negative Keywords

Brand campaigns, despite being highly granular from a keyword perspective, can still produce a disappointingly high number of wasteful clicks. Frequently, those clicks come from people who are seeking employment with your company as opposed to people interested in buying your product. Wasteful clicks also occur when people seek out basic information about your company, its history, its culture and its most prominent employees. In all of these cases it behooves you to avoid spending money - unless, of course, you are the envy of the paid search world and budget is no factor whatsoever to you. The rest of us desire and ravenously utilize as many high-quality negative keywords as possible.

Best Negative Keywords

To feed this desire I have created a list of the best negative keywords to apply to your brand campaign in either AdWords or Bing Ads. They can be adequately summarized in three categories: those who are seeking employment with your company, those are who are seeking more information about your employees and those who are seeking more information about your company culture and benefits. Once again, these are not people who are seeking out your product or service, therefore implementing these negative keywords will increase your conversion rate and improve your overall cost per conversion metrics.

Logic regarding your brand name still applies - so if your brand name includes one of the keywords below, please exclude it from your list.

SEEKING EMPLOYMENT:

application
applications
career
careers
careerbuilder
careerbuilders
craigslist
craigs list
employ
employment
employer
employers
full time
fulltime
full-time
hire
hired
hires
hiring
hr
human resources
indeed
intern
interns
interning
internship
internships
job
jobs
jobvite
monster
occupation
occupations
part time
parttime
part-time
recruit
recruiter
recruiters
recruiting
recruitment
resume
resumes
simplyhired
smartrecruiter
smartrecruiters
work
working
ziprecruiter
ziprecruiters

SEEKING INFORMATION ABOUT YOUR EMPLOYEES:

ceo
cfo
cmo
coo
cto
chief
employed
employee
employees
founder
founders
founded
linkedin
linked in
owns
owner
owners
president
presidents
vp

SEEKING INFO ABOUT OFFICE CULTURE/BENEFITS:

benefit
benefits
bonus
bonuses
coverage
coverages
culture
dental
glass door
glassdoor
holiday
holidays
insurance
medical
pay
payscale
salary
salaries
vision

Logic regarding your brand name still applies - so if your brand name includes one of the keywords below, please exclude it from your own account.

By implementing this list you are taking yet another step toward preventing wasteful spend - a goal that all business, but especially small budgeted businesses, should always be striving toward. Good luck!

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