When you design a Google AdWords campaign for selling your eBay products, there’s something you need to know: Your AdWords efforts should be focused on repelling certain visitors. Yes, you need to design the campaign so it deters certain people from clicking on your ad and visiting your auctions.
A lot of people don’t get this yet, because they’re so focused on traffic and clicks.
If you don’t pay attention to this, however, all you’re doing is enriching Google and spamming your own listings.
So how do you do it? One strategy is to use “negative keywords.” There’s a pull-down in the AdWords Keyword Tool that allows you to search for negative keywords that are associated with the keywords you’ve already chosen. Pull down the menu next to the spot where it says “Choose data to display:”.
Negative keywords are words that searchers might use when looking for something with your keywords… but different. For example, if you sell whiteboards, whiteboard will be one of your keywords. But what if you sell only physical whiteboards, the ones you use in the office with the dry erase markers. You don’t want to attract the attention of shoppers who are looking for “virtual whiteboards.” Simply add the negative keyword “virtual” to your negative keyword list.
There are other ways to discourage the wrong traffic to your listings. We’ll cover more tactics soon.