Originally Posted by DantheMan
Interesting viewpoints on both sides.
Not being very PPC literate, it raises a few of questions for me.
1). Did the people with bad experiences use any negative keywords?
2). Why didn't anyone mention negative keywords? Keywords were mentioned many times.
3). Does anyone recommend using negative keywords? I don't see very much talk about it.
I highly recommend using negative keywords for PPC. They will help prevent you from paying for traffic that is not interested in what you offer.
The best way I found to determine negative keywords is to plug your search term into google and see what comes back.
Here is an example. If I am advertising for the band named "Styx," I Do not want to pay for people searching for the mythology of Styx. When I type "Styx" into Google, I see some keywords I do not want to advertise on such as "Underworld" and "River."
Those I might have thought up on my own, but I also found a game called Styx: Master of Shadows and a website called styx-thegame. I do not want to pay for advertising when people are searching for this either, so I would also add negative keywords for "game" and "master of shadows."
This is part of the art and science of pay-per-click. You want to make sure you are only paying for the type of traffic you want.
One other thing to mention is that just because a keyword matches your site does not mean that is brings you quality traffic. I had this happen once on a baby forum I ran. I wrote an article on how to get pregnant and created a highly targeted campaign for those exact words and dropped the traffic on that article. I was literally flooded with traffic, but none of the traffic was converting to forum users. Luckily I was monitoring my site and caught it before all my spending limits were used up on it.