The positives with the negatives

When employing a pay per click (PPC) marketing campaign it can be useful for businesses to evaluate what their potential negative keywords could be, as well as the ones that prove positive, one sector commentator has claimed.

In a blog for SEOmoz, Richard Cotton, a search marketer at Distilled, decided to investigate the possible search results that would come up if he was to open a website linked to a store that sold beds.

By typing bed into Wordtracker Labs - which reveals what questions internet users have been asking the search engines over the past 140 days - he admitted that it was a great tool for PPC as it revealed any broad terms that attracted irrelevant traffic.

Out of the 100 questions that came up in relation to the term bed, only one was from someone actually wishing to purchase one.

"Protect yourself from the boundless depths of human stupidity - and depravity - find out what people are really looking for and stop them from lowering your clickthrough rate," Mr Cotton said.

Meanwhile, SEO Book's Peter Da Vanzo has noted that PPC could be a useful tool for determining the impact of a campaign.

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