In my current capacity as VP Marketing for Convoq, I use paid search marketing to drive prospects to our corporate website where they can download a free trial of our online meeting software. In working with the folks at Google recently, I was pleasantly surprised to learn about "negative keywords" - words or phrases that you select to NOT drive prospects to your business. How did I come across this and why is it important?
Over the last few months I noticed that over 50% of the people downloading our free trial software were just not qualified to ever become customers - basically a bunch of freeloaders from all over the world looking for a free way to communicate! I had to find out how they were learning about Convoq and our free trials.
Turns out that most of these people were inputting "video conferencing" as their keyword phrase and Convoq was one of the companies showing up as a result. I went back to my campaign, entered "video conferencing" as a negative keyword and Bingo! No more bad prospects!
Highly recommend you check this out if you use paid search marketing for your business.
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