The average cost-per-click (CPC) in B2B paid advertising ranges between two and three dollars per click; however, it can exceed $20 based on the industry and competitive environment. When you’re spending that much, it’s crucial to ensure your ads are only delivered to the most relevant searchers. In the dynamic realm of B2B where search queries evolve rapidly, it’s not just about knowing when an ad should appear but also when it shouldn’t. That’s where highly targeted negative keywords come into play.
Negative keywords are words and phrases that should not be associated with a company’s products and services. When negative keywords are added to a paid search campaign, ads will not be served if those words are part of the user’s search query — saving companies money by preventing ads from displaying on irrelevant search queries.
Strategic demand generation marketers must have a fine-tuned and carefully vetted negative keyword list when curating their paid search campaigns and ad groups. In this actionable resource, marketers will learn how to implement a B2B negative keyword list designed to save money on ad spend and improve click-through rate and ad quality scores.
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