Looking for some ‘free polling software’ today and I found an ‘AdWords Blooper’.
Norton Anti Virus showing for "free polling software"
Norton (Norton Antivirus) has an ad being served for the search query “free polling software” but Norton does not offer polling software.
This is a great example of the importance of Negative Keywords. If Norton is appearing #4 then I am sure this is not the first time they appeared in error, maybe it is some strange marketing tatic, but I doubt it. I think it is just a simple case of a broad match keyword gone haywire.
How Could this Happen?
This happens when advertisers use broad or “phrase” match keywords because these types of keyword matching options will allow for the keyword to ‘expand’ to other relevant keywords. For instance ‘ballet shoes’ could expand to ‘red ballet shoes’, ‘mens ballet shoes’, ‘adult ballet shoes’, ‘used ballet shoes’, ‘size 13 ballet shoes’ and many others.
Why Should Norton Care?
Two reasons:
- first they are receiving impressions for search queries that are irrelevant to their product which lowers their CTR and diminishes quality.
- Second, people may actually be curious enough to click on their ads costing Norton needless expense. When I saw the name Norton on the results page I was instantly intrigued thinking that Norton offered some kind of free polling software. I would be more than happy to go with a trusted name like Norton…however they do not offer polling software – only virus protection on the landing page.
What Can Norton do to Prevent This from Happening Again?
Simply add a negative keyword -polling, to the campaign level and it would help prevent the ads from appearing anytime ‘polling’ is included in the search query.
How can you make sure this does not happen to you?
Run a Search Query Performance Report regularly to identify negative keywords to add to your account. It is also a great source of identifying and adding new keywords.
Running a Search Query Performance Report
Special Note: The purpose of this article was not to pick on anyone managing Norton’s account. This happens to the best of us, maybe the account is new, maybe they added a new keyword that they have not reviewed yet. The point of the blog post is Negative Keywords are important and it is important to stay on-top of discovering and adding them to your account, it is a never ending process.
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 Article by: +Kim Clinkunbroomer Clinks Web Service a Google AdWords Partner Company Subscribe: RSS Feeds | Follow me on Twitter |
Negatives are hot!
The combination of the relatively new search query functionality and negatives is making phrase and broader matches more and more attractive. Allows for greater management distinction between high volume keywords and longer tail search queries.
-T
Hey Tom!
Thanks for the comment. I love negatives too!
I totally agree also about broad and phrase. I really used to avoid broad match keywords because they are especially trouble makers at times but with careful account monitoring and adding negative keywords broad match can be controlled and can be great keywords. I like to think of them as my work-horses.
Have a great day!
Kim