Why should ‘cost’ be a negative keyword in a marketing campaign?

Short Answer: The term ‘cost’ should be a negative keyword because it often attracts price shoppers who are not the best clients. These individuals tend to contact multiple service providers and may not remain loyal to your business.

Full Explanation

Including ‘cost’ as a negative keyword in your marketing campaign helps filter out potential customers who are primarily focused on price. These price shoppers typically search for the lowest cost options and tend to compare various service providers extensively. As a result, they are less likely to commit to a single business, which impacts long-term customer loyalty and the overall value they bring to your company.

Step-by-Step Breakdown

Identify the keyword ‘cost’ in your campaign terms. Recognize when ‘cost’ attracts users interested mainly in cheaper options.
Set ‘cost’ as a negative keyword. This blocks your ads from showing to people whose search intent revolves around low prices.
Focus on targeting higher-quality customers. By filtering out price shoppers, you engage with clients more likely to value your offerings and stay loyal.

Real Examples

When you exclude ‘cost’ from your campaign, your ads avoid reaching individuals who are simultaneously contacting multiple service providers to find the lowest prices. Consequently, the customers who do reach out to you are more invested in quality and service, rather than just price comparisons.

Common Mistakes

A common error is neglecting to use ‘cost’ as a negative keyword, which results in attracting price-sensitive shoppers. This can lead to wasted advertising budget on users unlikely to convert into loyal clients or long-term revenue sources.

FAQs

Why are price shoppers considered less desirable clients?: Price shoppers tend to look for the cheapest options and may not stick with one provider, causing low customer loyalty.
Does excluding ‘cost’ from keywords reduce overall traffic?: Yes, but it improves the quality of traffic by focusing on users more likely to convert and remain loyal.

Key Takeaways

The keyword ‘cost’ attracts price-focused shoppers who may not provide lasting value.
Setting ‘cost’ as a negative keyword helps filter out less desirable clients.
This strategy improves customer quality and loyalty, benefiting your marketing campaign’s long-term success.