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Monday, January 17, 2011

AdWords Update: URL Changes and Negative Keyword Management

Posted by @ 5:08 pm

Google has announced that they will be changing the appearance of the display URLs of all ads appearing on the search results pages by next week.

The change will mean that the domain portion of your display URL will always be shown in lowercase letters. For example, if your display URL is, it will appear as

AdWords users do not need to edit their ads as all uppercase letters in the display URL domain will automatically be changed to lowercase when their ad is served.

Lisa Shieh from the AdWords crew said that Google is constantly testing fine variations on their search result page from layout to font to colors and many such other variables to give users an optimal experience. Google realized that a standardized look of the URLs on the search result page helps users get better click through rates.

In addition to this, Google has also launched a new way for the advertisers to manage their negative keyword list across the multiple campaigns.

As explained by Google’s Dan Friedman:

For example, say you have a set of negative keywords you always add to any campaign running on the Search Network, previously, you’d need to copy that set to every new search campaign you created in your account. Now, with shared lists, you can simply create a single negative keyword list and associate it with each search campaign. If there’s a new negative keyword you’d like to add to all of those campaigns, just add it to your list and it will automatically update across each campaign. Similarly, if you create a new campaign, you can add your negative keyword list to exclude all of the necessary terms with just a few clicks.

In short, negative keywords are a core component of a successful keyword list. By adding negative keywords to your ad group your ads won’t show for search queries containing these specific unwanted keywords. By filtering out the negative keywords advertisers can reduce your cost-per-click (CPC), and increase their ROI.

Advertisers can find this new negative keyword list option in the Control Panel and Library of their AdWords accounts.

Courtney Mills Courtney is an online marketing and communications specialist at ineedhits - a leading search engine marketing firm with over 16 years experience. Courtney has been living and breathing online marketing for over 5 years. She specializes in web and communication marketing, while providing news and opinion to online marketing communities.

View Courtney Mills's profile

Discussion (3 - comments)

[...] Click Here To Read Original Post on SEO | SEM News [...]

By AdWords Update: URL Changes and Negative Keyword Management « Miami Beach Web Designer - January 17, 2011

[...] the latest search trends: Insight on SEO best practices for four …Brafton (blog)Search Engine Marketing (blog)all 12 news [...]

By Blogging From The Beginning » Blog Archive » 5 Ways To Dominate Page 1 of Google – Virginia Gazette - January 19, 2011

[...] recent updates to URL’s and negative keyword management, there is even more good news this week for Google AdWord users. Google has improved its AdWord [...]

By Google Improves AdWords Preview Tool For Mobile Users | Half/You Articles - January 28, 2011

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