What are minus words and phrases: optimization of advertising campaigns

Minus words are phrases or words that attract non-targeted traffic. They repel real clients and reduce the visibility of the resource in the rendition. To get more conversion, they should be removed at the stage of advertising creation. The correct setting of keys in SEO allows you to find the target audience, optimizes the search and saves your budget.

Minus-phrases: definition and peculiarities of selection

Minus-phrases and words play a special role when setting up an advertising cabinet. In the business sector, they are divided into general and industry-specific ones. The former traditionally include “photo/video”, “free/cheap/inexpensive”, “download”, “forum/advice”, “promotion”, “with your own hands”, “wikipedia”. They are unacceptable for commercial segments and bring visitors who will never become customers. Industry minus words are determined by the specifics of the business and are formed individually for each advertising company.

How to establish minus words

When defining a list of minus words in a business segment, you need to:

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1. Examine the unified list of minus-words from open access on the Internet.
2. Check the main minus-phrases. Make sure that they definitely attract only non-targeted visitors and are not suitable for a particular campaign. This will help both increase conversions and cut off irrelevant traffic.
3. Identify minus words that are specific to a certain industry. To do this, you need to exclude words and phrases from other spheres, directions. All queries can be combined into one list.

When setting up minus words in CIS advertising campaigns, you should use the functionality of Google's Keyword Planner. It is suitable for free semantics collection in all areas of business.

Mistakes when setting up an advertising campaign

The main mistakes in minus-word selection include:

• presence of quotation marks in the keys, as they nullify the entire content;
• a large volume of minus-words for one campaign, regardless of the format of the resource;
• refusal to use antonyms, synonyms, homonyms in minus-phrases;
• local conflict of keywords and minus-phrases;
• constant inclusion of minus-phrases in advertising campaigns without proper control on the part of the webmaster;
• non-use of special character operators.

These and other mistakes can lead to a drain on the budget and attract untargeted audiences. Working with minus-phrases at all stages of the RC requires regular manual double-checking and careful control on the part of the webmaster. Only in this case it will be possible to achieve traffic monetization and maximum profit from the project.

How to increase conversion rates with operators

For effective SEO customization, you can use operators - symbols that customize the exact display on keywords. They are needed to fix the forms of words, pronouns and service parts of speech.

Operators help to establish cases, tenses, numbers, as well as prepositions, particles and conjunctions. Their use increases the effectiveness of advertising, regardless of the subject. The following operators are used for minus words:

Quotation marks(» «, «»). They are:

• fix a word in any form (declension, gender, tense, conjugation, etc.);
• force the mandatory number of minus words in a query;
• cease to work if service parts of speech are put into a phrase or any words are removed from it.

1. Square brackets ([ ]). They fix the chosen word order, but do not follow word forms and allow for irrelevant queries.
2. Plus (+) - an operator that adds the service parts of speech before which it is placed.
3. Exclamation mark (!) - an operator that fixes word forms in a minus-phrase. It makes the form invariable and applies only to the word it stands at.

When setting up minus words, operators can be combined with each other to create any meaningful combinations. This will increase the accuracy of search results, increase conversion rates and find your target audience.

Brief conclusion

Working with minus words and phrases is an important stage in building a semantic kernel and setting up an Internet promotion campaign. It allows you to increase the effectiveness of SEO resource customization and get a quick response from customers. When creating contextual advertising it is recommended:

• remember about highly specialized minus-phrases, word forms and expand their list;
• pay attention to niche leaders and research their promotion experience;
• study competitors' mistakes on search optimization in Yandex and Google.

At all stages of an advertising campaign, it is worth combining theory with practice. For competent promotion, it is important to test different hypotheses, experiment with operators and monitor any fluctuations in the quality of traffic. By studying professional recommendations, tracking the experience of experts and constantly practicing, you can succeed in SEO promotion of any project - regardless of its age, subject matter and initial positions in the search engine.