Marketers should include an exact negative for every keyword to ensure their PPC campaigns focus on positive keywords.
Dynamic search ads (DSA), a hybrid approach between SEO and PPC allows Google to search landing pages that are relevant to search queries. Using DSA along with PPC can help brands improve search for their targeted keywords and improve search ranking for their landing pages.
Including a negative keyword along with long-tail broad match keyword allows the search engine to focus on queries and searches that positively affect the PPC campaign. Brands should use keywords with display ads to garner consumer attention and engage them effectively.
Adding keywords used by competitors further allows marketers to improve their PPC campaigns. The author contends that brands should roll back their PPC campaign spending and focus on a smart bidding strategy for keywords.
[6 minute read]