Why Cheap & Free Aren't Always Good Negative PPC Keywords - White.net

Why Cheap & Free Aren't Always Good Negative PPC Keywords

Why Cheap & Free Aren't Always Good Negative PPC Keywords

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By Kevin Gibbons / September 14, 2007

Hitwise posted an interesting case study yesterday about the popularity of cheap vs free searches in the UK.

I find that many people regularly set “cheap” and “free” as negative pay per click keywords without testing it’s performance first. In my opinion this is a mistake, firstly because cheap/free searches are very popular so by doing this you’re missing out on a large amount of extra clicks and also people searching for cheap flights might actually be willing to pay for averagely priced flights instead!

This might not always be successful, especially for luxury goods, but there’s certainly no harm in setting up a low-budget campaign containing some exact match cheap/free keyword phrases to test how well this converts into sales.

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