Getting To Grips With PPC: Devon Businesses
In today’s digital marketing world, PPC is a must-have for insurance companies in Devon. The power of pay-per-click advertising lies in its ability to put you right in front of potential customers searching for your services. But if you’re finding that your ads are drawing clicks without conversions, it might be time to take a closer look at your strategy. Negative keywords have become an essential piece of the puzzle. They let you filter out irrelevant traffic, saving your budget and improving the quality of clicks. If you’re new to this or looking to refine your strategy, our PPC page offers more insights.
For insurance companies based in Devon and the surrounding region, harnessing the power of negative keywords could make all the difference. Error-laden clicks can drain your resources, but with the right approach, you can optimise your spend to target more viable leads. Not only will you achieve a better return on investment, but you’ll also provide a smoother journey for users who end up on your website.
What Are Negative Keywords?
You might be asking, “What exactly are negative keywords?” Simply put, they are keywords for which you don’t want your ads to appear. In practice, this means adding words to your campaigns that exclude certain search terms. If ‘free’ isn’t part of your business model, for example, you’d want to list it as a negative keyword. By doing so, your ad won’t show up for someone searching “free insurance quotes”.
Why Devon Insurers Need Negative Keywords
Devon, with its unique mix of urban and rural areas, presents distinct marketing challenges and opportunities. Because the insurance needs here can vary—covering everything from farming to urban businesses—your ads might appear in searches that don’t match your services. Negative keywords help tailor your audience and focus on what truly matters—reaching the right people. By avoiding clicks from non-targeted queries, you preserve your budget for prospects who are genuinely interested in what you offer.
How to Choose Negative Keywords
Choosing the right negative keywords requires a bit of research and ongoing refinement. Start by reviewing search term reports in your PPC account. They reveal how people are finding your site. If you notice patterns of irrelevant searches, those can be prime candidates for exclusion. Especially useful are terms that sound useful but aren’t. Let’s say you’re bound by FCA regulations not to offer certain types of coverage. Including those as negative keywords prevents wasted clicks.
The Impact on Local Devon Searches
During campaigns helmed between 2022 and 2023, many Devon-based insurance companies observed a reduction in wasted spend by carefully curating their negative keyword lists. They found that being specific with location-based negative terms like “Plymouth” or “Exeter” helped if those regions weren’t relevant to a particular offer. Implementing this was crucial for locking down meaningful engagements and enhancing ad performance metrics.
How to Implement Negative Keywords
Implementing negative keywords in your campaign should be easy if you follow these steps. First, log in to your ad platform and navigate to the ‘Keywords’ tab. From there, you can add negative keywords directly to individual campaigns or ad groups. Don’t forget the power of phrase match and exact match options. This ensures you cover various search term possibilities without casting too wide a net. Remember to regularly update your list, as user search behaviour and keyword trends shift over time.
- Phrase match: Your ad won’t appear if the search includes the exact phrase, even if other terms are present.
- Exact match: Your ad won’t appear if the search matches the exact term only.
Monitoring and Refining Your Strategy
It’s crucial not to see negative keywords as a set-and-forget solution. Regular monitoring and refinement should be part of your strategy. Keep an eye on your search terms report weekly to catch new irrelevant terms that can be added to your list. As insurance needs in Devon change seasonally or with new regulations, so might your search landscape, and by extension, your negative keywords.
- Review reports consistently – Check weekly to stay updated.
- Watch for seasonal shifts – Devon can have fluctuating search trends.
Why PPC Management Matters
At Wired Media, we know that effective PPC management in Devon involves both precision and proactivity. Using negative keywords to your advantage is just one piece of a larger strategy. By taking the time to perfect your list, you can ensure that your insurance company gets the right eyes on its offerings, boosting conversions and reducing wasteful spend. For more on how we can assist in taking your PPC to the next level, explore our services in PPC Management in Devon.
